The Kano Model, developed by Noriaki Kano in the 1980s, categorizes product features based on customer emotional responses to aid in prioritizing features for product development.
- Attractive Features. Trigger satisfaction and delight when present. No dissatisfaction if absent. Address unexpected and unmet needs. Discovered through generative research and key for generating positive buzz.
- One-Dimensional Features. Satisfaction when present, dissatisfaction when absent. Linear relationship between feature sophistication and emotional response. Typically related to product qualities like ease of use, cost, entertainment value, and security.
- Must-Have Features. Expected by customers. Minimal emotional benefit from enhancement. Necessary for the product to be considered complete.
- Unimportant Features. Users are indifferent whether these features are included or not. Low return on investment (ROI).
- Undesired Features. Negatively impact user satisfaction. Can negate the positive effects of Attractive and One-Dimensional features.
Using the Kano Model helps teams identify and prioritize features that will maximize customer satisfaction and loyalty. Proper design, analysis, and visualization of Kano studies are crucial for obtaining accurate insights.
This insight is adapted from Leveraging the Kano Model for Optimal Results by Jan Moorman.
Product Designer | UX generalist | Seeking full-time opportunities
8 个月The KANO model does a great job to stay aligned with customer needs when deciding which features to introduce or prioritize, and to evaluate current initiatives. However, within the UX process, it can also be used as an extension of user journey mapping to dive deeper into the qualitative requirements of user stories.
UX Designer bij Zeeman textielSupers
8 个月The Kano model really helps in prioritizing and selecting features for the MVP that will validate the product idea, meet core user needs, and provide a foundation for future enhancements. You can use the Kano model to determine essential features (basic needs) that must be included in the MVP to meet user expectations. I can greatly appreciate the Kano model. ??