The Kano Model

When designing a product, understanding and analyzing users is the most crucial factor. We use principles, laws, and models to make choices, communicate with users, and create successful products.. In this blog post, we will discuss the Kano Model.

Let’s think about it for a moment: we have a product, and we want to add new features to it. We’ve identified some new features, but we’re having difficulty deciding which one would be the best choice for our users. This is where the Kano Model comes to our aid, helping us determine which choice is the best for users.

What is the Kano Model ?

Dr. Noriaki Kano, a professor at the Tokyo University of Science introduced the Kano Model in 1984. According to Kano’s concept, the most important factor for a product is not just functionality; user satisfaction is equally important.

A new mobile phone should have a decent battery life. Including artificial intelligence for improved camera features would make it more appealing to users.. The key is to understand what users need more of and what will delight them.

The Kano Model evaluates based on two categories: satisfaction and functionality. We can better distinguish the feelings users experience when they become familiar with the product’s features. This model is more strategic and customer-centric when it comes to product development.

The Kano Model helps us find answers to questions like:

• How should we measure customer satisfaction ?
• What should the new features we bring to the product be ?
• How much does the new feature delight the customer ?

How Does the Kano Model Work ?

It consists of three main parts:

1. Basic features : These are the standard expectations that users anticipate when they purchase a product. For example, when users make a reservation through a travel app, they expect to receive an immediate and reliable reservation confirmation. If the confirmation is delayed or unreliable, the likelihood of users using the app again decreases significantly.
2. Performance features : These elements do not surprise users but enhance their satisfaction. For example, if the same app allows you to compare prices and booking options from various airlines, it further enhances user satisfaction.
3. Excitement elements : These are surprise elements, also known as WOW elements. Users may not know they want these features, but when they discover them, they are delighted. For example, an app function that gives info about local cuisine and restaurants can be enjoyable..

When using these elements, it’s important to be cautious, and return on investment (ROI) should be considered. Some excitement elements may eventually become standard expectations.

Kano model graphic

In the graph that we see in the picture, we see how the difference between all 3 elements changes according to the functions of the product. Marked in red are the default expectations. These are the standard expectations that every expectant expects. Graphically highlighted in yellow is Performance Expectations. As can be seen from the graph, products with these types of functions are continuously developing both functionality and usability. Excitement attributes as a green graphic give users an instant product effect.

How to Implement the Kano Model ?

To implement the Kano Model, follow these general steps:

1. Research all possible features of your product.
2. Then categorize the researched features into the three elements mentioned above.
3. Remember to add an element called “Indifferent” that may be useful, despite not being exciting or essential..
4. Ensure that your product meets basic expectations.
5. Evaluate excitement elements and think about how to add them to your product when needed. Be cautious when using them, and consider ROI.

Always involve your customers in this process so that you can measure their reactions to these extra elements.