Prioritization Frameworks – KANO Model

The Kano model is a tool that is used by product managers and other professionals to prioritize features based on the needs and expectations of customers. The model is based on the idea that there are different types of features, each with its own impact on customer satisfaction:

  • Must-have features: These are basic features that customers expect to be included in a product or service. These features do not necessarily increase customer satisfaction, but their absence will lead to dissatisfaction.
  • Performance features: These are features that directly contribute to the performance of the product or service. Customers are more satisfied when these features are included, and their satisfaction increases as the performance of the feature improves.
  • Delighters: These are features that exceed customer expectations and are not necessarily expected by customers. These features can lead to a high level of customer satisfaction and can differentiate a product or service from its competitors.
  • Indifferent features: These are features that do not significantly impact customer satisfaction, either positively or negatively.

To use the Kano model, product managers should first identify the features that are important to customers. They should then evaluate each feature based on its impact on customer satisfaction and classify it as a must-have, performance, delighter, or indifferent feature.

Once the features have been classified, product managers can prioritize the must-have and performance features and work on including them in the product or service. They can also consider adding delighter features if time and resources permit, as these features can differentiate the product or service from its competitors and lead to a high level of customer satisfaction. Indifferent features can typically be given a lower priority.

In conclusion, the Kano model is a tool that is used by product managers and other professionals to prioritize features based on the needs and expectations of customers. By considering the impact of each feature on customer satisfaction, product managers can make informed decisions about which features to include in a product or service and which ones can be left out. The Kano model is a useful tool for product managers who want to ensure that their products or services meet the needs and expectations of their customers.

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