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Basics of KANO MODEL PDF

The document discusses the KANO model, which is a technique used in product management to prioritize product features based on customer satisfaction and functionality. The KANO model classifies features into four categories: performance features where satisfaction increases with functionality; must-be features where absence leads to dissatisfaction; attractive features that provide unexpected satisfaction; and indifferent features that have little impact. Understanding which type of features a product has allows a product manager to decide where to focus development efforts.

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Manisha Mazumdar
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93 views11 pages

Basics of KANO MODEL PDF

The document discusses the KANO model, which is a technique used in product management to prioritize product features based on customer satisfaction and functionality. The KANO model classifies features into four categories: performance features where satisfaction increases with functionality; must-be features where absence leads to dissatisfaction; attractive features that provide unexpected satisfaction; and indifferent features that have little impact. Understanding which type of features a product has allows a product manager to decide where to focus development efforts.

Uploaded by

Manisha Mazumdar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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What is a KANO Model?

Why is it so important in Product Management?

SWIPE & LEARN


Dilemma of a Product Manager
• Everybody, including your team, prospects,

customers, and stakeholders, want new

features.

• You cannot make every feature right now.

• You know that you shouldn’t put every

suggested feature, cause that will create a

Chimera.

• But, how will you prioritize which features

to work on and which feature to drop?

• Thanks to the KANO model you can

systematically decide.

MarketingWeekly.in Swipe & Learn


What is a KANO Model?
• Noriaki Kano, a Japanese consultant, published a paper in 1984 with techniques that help
us determine our customers’ satisfaction with product features.
• It is based on 2 variables, Customer Satisfaction & Functionality (aka. Investment).

1. Satisfaction: Kano proposes a dimension that goes from total satisfaction (also
called Delight and Excitement) to total dissatisfaction (or Frustration).
2. Functionality (Investment) involves Implementation, it represents how much of a
given feature the customer gets, how well we’ve implemented it, or how much we’ve
invested in its development.

MarketingWeekly.in Swipe & Learn


Graphical Representation of KANO
• Feature evaluated using KANO Model can be classified into 4 categories based on
customers’ response towards the feature.
• We have Attractive which customer loves, Performance which customer expect, Must-be
which is taken for granted and Indifferent which nobody cares.
• Next Slide for details >>>

MarketingWeekly.in Swipe & Learn


Category 1: Performance
• One-dimensional attributes such as “Speed of a Car”, “Mileage of a Bike”, “Storage Space
of Google Drive”, “Longer Life of a battery”, etc fall under this category.
• Every increase in functionality leads to increased satisfaction and vice-versa.
• It’s also important to keep in mind that the more functionality we add, the bigger the
investment.

MarketingWeekly.in Swipe & Learn


Category 2: Must Be
• Taken-for-granted or Expected features such as Camera in Smartphones, Air Condition in
Cars, Water bottle in Hotel rooms, Pay via Credit card in an App, etc falls under “Must Be”
• These features don’t create customer satisfaction, but their absence surely creates huge
dissatisfaction.
• Imagine buying a phone in a hurry just to find later that it doesn’t have Bluetooth.

MarketingWeekly.in Swipe & Learn


Category 3: Attractive
• Features that create “WOW Factors” among customers such as “90 Hz screen refresh rate
in Smartphone”, “Automatic Climate control in a Car”, “No-Cost-EMI on Ecommerce”, etc.
fall under “Attractive”.
• These features increase customer satisfaction incrementally.
• It differentiates you from the competition. It becomes your Unique Selling Proposition.

MarketingWeekly.in Swipe & Learn


Category 4: Indifferent
• Features that don’t matter to end-user such as “Colour of wires in the refrigerator”,
“Brand of TV in a Hotel Room”, “Type of Dishwasher in a restaurant”, etc. fall under
“Indifferent”
• Spending time and money on these features should be avoided unless it produces some
secondary/indirect benefits.
• E.g., Bosch’s dishwasher reduces 25% of electricity consumption in your kitchen.

MarketingWeekly.in Swipe & Learn


Natural Decay of Delight
• As product development proceeds, product features evolve.
• Yesterday’s “Attractive feature” becomes today’s “Performance” feature and today’s
“Performance” feature become tomorrow’s “Must-be”
• E.g. In 2007 when iPhone brought Retina Display, it WOWed the world. It was a very
“attractive” feature in 2007. Today it become a “Must-Be” for every phone.

Attractive

Performance

Must be

MarketingWeekly.in Swipe & Learn


KANO Model in a Nut-shell

MarketingWeekly.in Swipe & Learn


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