KANO Model
The KANO Model helps teams classify customer needs into different categories, enabling smarter prioritization and better product decisions.
Categories
Product MethodsUser ExperienceRequirement Analysis
Target Users
Product ManagerUX designersEntrepreneursBusiness analysts
Applicable
Product requirement prioritizationUX designFeature decision-makingProduct planning
#kano model #customer satisfaction #product requirements #ux design
What Is the KANO Model
The KANO Model is a framework for analyzing the relationship between customer requirements and customer satisfaction.
Professional definition:
It classifies product features into different categories based on how they impact customer satisfaction.
In simple terms:
Some features are expected.
Some features improve satisfaction linearly.
Some features delight users unexpectedly.
Origin and Creator
- Origin: Japan, 1980s
- Creator: Noriaki Kano
- Fields: Quality management, product design, UX
Five Types of Requirements in the KANO Model
- Must-be Requirements
- Performance Requirements
- Attractive Requirements
- Indifferent Requirements
- Reverse Requirements
How to Use the KANO Model
- Collect user requirements
- Design KANO questionnaires
- Classify features
- Prioritize product decisions
Case Studies
Case 1: Food Delivery App
- Must-be: Successful ordering
- Performance: Delivery speed
- Attractive: Smart recommendations
Case 2: Online Learning Platform
- Must-be: Stable video playback
- Performance: Content quality
- Attractive: Learning roadmaps
Pros and Cons
Pros
- Clear prioritization
- Customer-centric decisions
Cons
- Needs strong user research
- Categories change over time
Best Use Cases
- Product planning
- UX optimization
- Startup MVP decisions
One-Sentence Summary
Not all features increase customer satisfaction.
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