How to use Kano Model template for product features prioritization and analysis

Master the simple yet powerful technique for deciding which features your product should have, to deliver the best value for your customers, with reasonable effort.

What is Kano model

First introduced in 1984 by Japan’s Dr. Noriaki as “Kano Analysis”, the Kano Model is a technique that supports “value-driven development”, and helps you define and prioritize the features in your product/service that are key for customer satisfaction.

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The Kano Model helps you assess two dimensions of each feature: customer satisfaction and sentiment. The first proposed dimension – Satisfaction – goes from total satisfaction (also called Delight/Excitement) to total dissatisfaction (or Frustration). Another dimension – Execution – represents how much of a specific feature the customer gets, how well we’ve delivered it, or how much we’ve invested in it. It goes from poor Execution, to the excellent one.

Based on these two dimensions put together, the Kano Model reflects how your customers react to your product’s features, which fall into 4 categories: Performance, Must-Be, Attractive, Indifferent. The findings can guide your product development, for you to deliver the features crucial to the customers.

When to use Kano model

The Kano model is used to help teams understand, prioritize and integrate the main categories of customer requirements into the products they develop. The Model’s 4 categories (Attractive, Performance, Indifferent, Must-Be) of requirements are classified based on their impact on customer satisfaction and dissatisfaction. Knowing what requirements are of most value to the customers, the product team can prioritize them, spending resources wisely.

How to use Kano model

The Kano Model is both a conceptual model and a survey instrument. To apply it effectively, work on it in stages.

  • Draft a list of customer requirements to be tested, including those coming from your team and from the existing customers.

  • Draft a list oDevelop your Kano questionnaire. Formulate two questions for each requirement to eliminate bias response or inconsistency. The first one (positive question) would reflect the customer’s reaction to the requirement being met; the second one (negative question) – to the requirement that can not be met.f customer requirements to be tested, including those coming from your team and from the existing customers.

  • Create Kano evaluation spreadsheet.

  • Conduct user interviews or surveys, and document the customer requirements, dividing them into 3 categories: "Must-Be" requirements – the basic highly valued ones, the absence of which will make the customers completely dissatisfied; "One-Dimensional" requirements, which help to raise customer satisfaction; and "Attractive" requirements or "nice to haves", which are not critical for customer satisfaction.

  • Fill the spreadsheet in with the customer feedback. Analyze the Evaluation Spreadsheet and determine which requirements should be met urgently. E.g. requirements getting the highest vote among customers should be developed in the first line, as “Must Be” ones.

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