What is the Kano Model?
The Kano Model (pronounced “Kah-no”) is an approach to prioritizing features on a product roadmap based on the degree to which they are likely to satisfy customers. Product teams can weigh a high-satisfaction feature against its costs to implement to determine whether or not adding it to the roadmap is a strategically sound decision.
The Kano Model is one of many prioritization frameworks designed to help product teams prioritize initiatives. For example, Kano can help teams determine which features will satisfy and even delight customers. Product managers often use the Kano Model to prioritize potential new features by grouping them into categories. These feature categories can range from those that could disappoint customers to those likely to satisfy or even delight customers.
This strict focus on how customers react to each feature distinguishes the Kano Model from other prioritization frameworks. The Benefits vs. Cost Model, for example, might use customer satisfaction among its scoring criteria but might also use different criteria, such as increased revenue. With the Kano Model, the key consideration for any new feature is how much it will satisfy users.
Watch this video to visualize the Kano Model and learn how your product team can use it to prioritize initiatives.
