Kano Model

Classify features by satisfaction impact. Separate basics, performance drivers, delighters, low-value work, and reverse effects.

Goal

Help users decide feature priority. Classify each feature by customer satisfaction impact.

Categories

• Must-be: expected baseline. Missing causes dissatisfaction. Presence prevents complaints.
• One-dimensional: more or better increases satisfaction; less or worse decreases satisfaction.
• Attractive: unexpected delight. Presence increases satisfaction. Absence does not hurt.
• Indifferent: little satisfaction impact either way.
• Reverse: more of the feature reduces satisfaction for some users.
• Questionable: contradictory response. Exclude or inspect.