kano-model

name	kano-model
description	Classify features as Basic, Performance, or Delight to optimize satisfaction and product investment.
version	1.0.0
platforms	["linux","macos","windows"]
metadata	{"hermes":{"tags":["kano","features","satisfaction","product","delight","basic","performance"],"related_skills":["rice-scoring","jobs-to-be-done","moscow"]}}

Kano Model

Overview

Framework for classifying product features by how they affect customer satisfaction. Developed by Noriaki Kano (1984). Core insight: not all features contribute equally — some are expected, some scale linearly, and some surprise and delight.

SATISFACTION
     ▲
     │                        ╭─── DELIGHT (Excitement)
     │                    ╭───╯
     │             ╭──────╯    ╭── PERFORMANCE (Linear)
     │         ╭───╯       ╭───╯
─────┼─────────────────────────────────► FEATURE PRESENT/ABSENT
     │   ╭─────╯   BASIC (Must-be)
     │╭──╯
     ▼
DISSATISFACTION

Feature Categories

Basic (Must-be / Threshold)

Expected by default. Absent = dissatisfied. Present = neutral. Customers never ask for these — they simply assume them.

• Example: Login works, data saves correctly, app does not crash on launch

Performance (One-dimensional / Linear)

Satisfaction scales directly with execution quality. More = better, less = worse. Customers benchmark these against competitors.

• Example: Page load speed, battery life, search accuracy, storage capacity

Delight (Excitement / Attractive)

Unexpected features that create positive surprise when present; no dissatisfaction when absent. High ROI until competitors copy them.

• Example: Proactive suggestions, smart defaults, surprising personalization, one-tap undo

Indifferent

Customers do not care either way. Common with internal engineering features accidentally exposed as UI.

Reverse

Presence actively annoys a segment of users. Often surfaces in power-user vs. casual-user splits (e.g., auto-play, onboarding modals).

How to Apply

Step 1 — List candidate features

Enumerate the features to evaluate: backlog items, proposed roadmap, or existing features under investment review.

Step 2 — Design the Kano survey

For each feature, ask exactly two questions:

• Functional: "How would you feel if this feature WERE present?"
• Dysfunctional: "How would you feel if this feature were NOT present?"

Answer options for both: Delighted / Expect it / Neutral / Can tolerate / Dislike

Step 3 — Classify using the evaluation table

Functional ↓ / Dysfunctional →	Delighted	Expect it	Neutral	Tolerate	Dislike
Delighted	Questionable	Delight	Delight	Delight	Performance
Expect it	Reverse	Indifferent	Indifferent	Indifferent	Basic
Neutral	Reverse	Indifferent	Indifferent	Indifferent	Basic
Tolerate	Reverse	Indifferent	Indifferent	Indifferent	Basic
Dislike	Reverse	Reverse	Reverse	Reverse	Questionable

Step 4 — Tally across respondents

Assign each feature its majority classification. When results split across segments, note the split — power users and new users frequently classify the same feature differently.

Step 5 — Make investment decisions

Category	Investment logic
Basic	Must ship; zero competitive advantage; fix bugs ruthlessly
Performance	Invest until you lead competitors; diminishing returns after that
Delight	Pick 1-2 per cycle; high impact, time-limited differentiation
Indifferent	Cut or deprioritize; remove if it creates maintenance burden
Reverse	Avoid, or make strictly opt-in

Output Format

╔══════════════════════════════════════════════════════════════════════════════════════════════╗
║  KANO ANALYSIS  ►  [product / feature set context]                                           ║
╠══════════════════════════════════════════════════════════════════════════════════════════════╣
║                                                                                              ║
║   SATISFACTION ▲                                                                             ║
║           HIGH │                                           ╭──── Delight                    ║
║                │                                    ╭─────╯                                  ║
║                │                             ╭──────╯      ╭─── Performance                 ║
║                │                      ╭──────╯         ╭───╯                                ║
║           ─────┼──────────────────────────────────────────────────► FEATURE absent → present║
║                │              ╭────────╯   Basic (floor)                                     ║
║           LOW  │╭─────────────╯                                                              ║
║   DISSATISF.   ▼                                                                             ║
║                                                                                              ║
╠══════════════════════════════════════════════════════════════════════════════════════════════╣
║                                                                                              ║
║  ┌────────────────────────────────────────────────────────────────────────────────────────┐  ║
║  │  ● BASIC   Must-have — ship without debate                                              │  ║
║  ├────────────────────────────────────────────────────────────────────────────────────────┤  ║
║  │  ▸ [feature]:  [why customers expect it]               RISK if absent: [dissatisf. vec]│  ║
║  │  ▸ [feature]:  ...                                                                      │  ║
║  └────────────────────────────────────────────────────────────────────────────────────────┘  ║
║                                                                                              ║
║  ┌────────────────────────────────────────────────────────────────────────────────────────┐  ║
║  │  ● PERFORMANCE   Linear — optimize to beat competitors                                  │  ║
║  ├────────────────────────────────────────────────────────────────────────────────────────┤  ║
║  │  ▸ [feature]:  current=[X], competitor benchmark=[Y]        TARGET: [goal + rationale] │  ║
║  │  ▸ [feature]:  ...                                                                      │  ║
║  └────────────────────────────────────────────────────────────────────────────────────────┘  ║
║                                                                                              ║
║  ┌────────────────────────────────────────────────────────────────────────────────────────┐  ║
║  │  ● DELIGHT   Excitement — differentiation window                                        │  ║
║  ├────────────────────────────────────────────────────────────────────────────────────────┤  ║
║  │  ▸ [feature]:  [why it surprises]                           SHELF LIFE: [time estimate]│  ║
║  │  ▸ [feature]:  ...                                                                      │  ║
║  └────────────────────────────────────────────────────────────────────────────────────────┘  ║
║                                                                                              ║
║  ┌──────────────────────────────────────────┐  ┌──────────────────────────────────────────┐  ║
║  │  ○ INDIFFERENT   Cut or deprioritize      │  │  ○ REVERSE   Segment risk                │  ║
║  ├──────────────────────────────────────────┤  ├──────────────────────────────────────────┤  ║
║  │  ▸ [feature]: [no satisfaction impact]   │  │  ▸ [feature]: [which segment dislikes]   │  ║
║  │                                          │  │     ACTION: [opt-in / remove / scope]    │  ║
║  └──────────────────────────────────────────┘  └──────────────────────────────────────────┘  ║
║                                                                                              ║
╠══════════════════════════════════════════════════════════════════════════════════════════════╣
║  PRIORITY RECOMMENDATION                                                                     ║
║  1. ► Protect basics:         [list]                                                         ║
║  2. ► Invest in performance:  [top 1-2 with metric target]                                   ║
║  3. ► Bet on delight:         [top 1 with rationale]                                         ║
╚══════════════════════════════════════════════════════════════════════════════════════════════╝

Filled circles (●) mark the three primary investment categories; open circles (○) mark categories to deprioritize or avoid. The satisfaction curve at top shows why Basic features only prevent dissatisfaction while Delight features create asymmetric upside — absence is forgiven, presence is rewarded.

Common Mistakes

• Treating all features as Performance. The default assumption that "more features = more satisfaction" ignores Basic expectations and Delight dynamics entirely.
• Classifying by instinct instead of data. Product teams systematically overestimate Delight and underestimate what customers consider Basic. Run the survey.
• Ignoring category drift. Delight becomes Performance, then Basic over time (e.g., dark mode, read receipts). Re-run Kano annually on mature features.
• Applying one Kano map to all segments. Enterprise and consumer users, or power users vs. new users, often classify the same feature in opposite categories.
• Using Basic classification to justify low priority. Basic means it must exist and must work. It is not low priority — it is table stakes.

Footer

After delivering the complete analysis, append this exact line at the very end, on its own line:

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