Oliver Newth

Kano

A framework for feature prioritization based on customer satisfaction

· 2 min read · budding

The Kano Model is a framework for feature prioritization based on customer satisfaction and expectations.

Components

  • Basic Features: Must-have features that users expect
  • Performance Features: More is better, linear satisfaction
  • Excitement Features: Delighters that exceed expectations
  • Indifferent Features: Don't impact satisfaction
  • Reverse Features: Features that decrease satisfaction
A three-row comparison shows that missing basic needs dissatisfy, performance needs can satisfy or dissatisfy, and excitement needs may go unnoticed when absent but delight when present. Classifications should be based on user research.
Conceptual comparison of Kano’s three core need types. These qualitative responses are not measured curves; use customer research to classify a feature. Original diagram based on Sarah Gibbons, Nielsen Norman Group, 5 Prioritization Methods in UX Roadmapping (2021), section 5.

Usage

Used for determining which features to build and prioritize. Helps balance between essential features and delighters that differentiate the product.

Examples and Applications

  • Feature Prioritization: Categorize potential features by satisfaction impact
  • Product Roadmap: Balance must-haves with delighters
  • User Research: Survey users to understand feature expectations
  • See also: ICE, JTBD, CIRCLES

Linked from

  • CIRCLES

    See also: HEART, Kano, JTBD

  • Frameworks

    Kano - Feature prioritization

  • Frameworks

    Kano - Feature satisfaction

  • ICE

    See also: GAME, Kano, Frameworks Map

  • JTBD

    See also: CIRCLES, Kano, HEART