Introduction
The Kano Model, developed by Professor Noriaki Kano, is a powerful framework for understanding customer satisfaction and prioritizing product features. It helps you distinguish between features that are expected, features that satisfy, and features that truly delight customers.
What is the Kano Model?
The Kano Model categorizes product features based on how they impact customer satisfaction. It recognizes that not all features are created equal—some are expected, some satisfy, and some delight. Understanding these categories helps you prioritize development efforts effectively.
The Three Feature Categories
1. Basic Features (Must-Haves)
Features customers expect as standard. Their absence causes dissatisfaction, but their presence doesn't increase satisfaction.
Characteristics:
- Expected by default
- Absence causes dissatisfaction
- Presence doesn't increase satisfaction
- Not a differentiator
Examples:
- Car: Seat belts, brakes
- Phone: Ability to make calls
- Software: Login functionality
Strategy: Must have these, but don't over-invest. They're table stakes.
2. Performance Features (Satisfiers)
Features where more is better. Customer satisfaction increases proportionally with the feature's performance.
Characteristics:
- More is better
- Satisfaction increases with performance
- Competitive differentiator
- Customers can articulate these needs
Examples:
- Car: Fuel efficiency, speed
- Phone: Battery life, camera quality
- Software: Processing speed, storage capacity
Strategy: Invest in these—they drive competitive advantage.
3. Delight Features (Exciters)
Unexpected features that surprise and delight customers. Their absence doesn't cause dissatisfaction, but their presence creates high satisfaction.
Characteristics:
- Unexpected and surprising
- High satisfaction when present
- No dissatisfaction when absent
- Customers can't articulate these needs
Examples:
- Car: Self-parking, gesture control
- Phone: Face unlock, wireless charging
- Software: AI-powered suggestions, automated workflows
Strategy: These create "wow" moments and strong differentiation.
How Features Evolve
Important: Features move through categories over time:
- Delight → Performance → Basic
- What delights today becomes expected tomorrow
- Continuous innovation is required
Example: Touchscreens were once delight features, then performance features, now basic features.
How to Use the Kano Model
Step 1: List Potential Features
Brainstorm all possible features for your product or service.
Step 2: Survey Customers
For each feature, ask two questions:
- Functional question: "How would you feel if this feature was present?"
- Dysfunctional question: "How would you feel if this feature was absent?"
Response options: I like it, I expect it, I'm neutral, I can tolerate it, I dislike it
Step 3: Categorize Features
Use the Kano evaluation table to categorize each feature based on responses.
Step 4: Prioritize Development
Use the categories to guide development:
- Basic: Must have, but don't over-invest
- Performance: Invest based on ROI and competitive positioning
- Delight: Strategic investments for differentiation
Real-World Example
Product: Project management software
Basic Features
- Task creation and assignment
- User accounts and authentication
- Basic reporting
Action: Ensure these work well, but don't over-engineer.
Performance Features
- Number of projects supported
- Speed of task updates
- Quality of mobile app
- Number of integrations
Action: Continuously improve—these drive competitive advantage.
Delight Features
- AI-powered task suggestions
- Automated workflow creation
- Predictive deadline alerts
- Natural language task creation
Action: Strategic investments that create "wow" moments.
Benefits of the Kano Model
- Better Prioritization: Focus resources on features that matter most
- Customer Understanding: Understand what truly satisfies and delights
- Competitive Advantage: Identify opportunities for differentiation
- Resource Optimization: Avoid over-investing in basic features
- Innovation Focus: Identify opportunities for delight features
Common Mistakes to Avoid
- Ignoring basic features: They must work, even if they don't differentiate
- Over-investing in basics: Don't gold-plate expected features
- Neglecting delight features: These create memorable experiences
- Not re-evaluating: Features evolve—update categories regularly
- Assuming you know: Always validate with real customers
Integrating with Other Frameworks
The Kano Model works well with:
- Jobs-to-be-Done: Use Kano to prioritize which jobs to address
- Value Proposition Canvas: Identify which gains create delight
- MVP Development: Start with basic features, add performance and delight over time
- Roadmap Planning: Balance basic, performance, and delight features
Conclusion
The Kano Model is an essential tool for product managers and designers. By understanding which features are basic, which satisfy, and which delight, you can prioritize development efforts effectively and create products that truly exceed customer expectations.
Remember: Great products have all three types of features. Don't neglect basics, invest in performance features, and strategically add delight features to create memorable experiences.
Next Steps
- List all potential features for your product
- Survey customers using Kano questions
- Categorize features into Basic, Performance, and Delight
- Prioritize development based on categories
- Re-evaluate regularly as features evolve
