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Kano Model

TTool · Kano Model

By , Editor · · What’s Next

Your backlog is full and everything's marked high priority. The team argues about what to build next based on gut feel. Nobody's asked whether customers even care about half of it.

The Kano Model is Noriaki Kano's feature classification technique. You categorise each feature by its effect on customer satisfaction — must-be (expected), one-dimensional (more is better), attractive (delighters), indifferent, or reverse (actively unwanted).

A four-step horizontal flow numbered 01 to 04, labelled map, classify, surface, and re-prioritise, each with a short caption referencing must-have, performance, and delighter categories.
Method visual — Kano Model
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“I've been asked to launch something and I don't know what users actually need.”

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