Kano Model
What is the Kano Model in User Research?
The Kano Model is a product development and customer satisfaction theory that categorizes product features based on how they impact user satisfaction. It helps prioritize features by classifying them into five categories: Must-be, One-dimensional, Attractive, Indifferent, and Reverse.
Synonyms: Kano Analysis, Kano's Model of Customer Satisfaction, Kano Customer Satisfaction Model, Feature Prioritization Model
How the Kano Model Works in User Research
The Kano Model helps researchers and product teams understand which features will have the most significant impact on user satisfaction. By categorizing features, teams can make informed decisions about what to prioritize in their product development process.
- Must-be features: These are basic expectations that, if not met, cause dissatisfaction.
- One-dimensional features: These features increase satisfaction linearly as they improve.
- Attractive features: These are unexpected features that delight users when present but don't cause dissatisfaction when absent.
- Indifferent features: These don't significantly impact user satisfaction either way.
- Reverse features: These actually decrease satisfaction when present.
Benefits of Using the Kano Model
Implementing the Kano Model in user research offers several advantages:
- Prioritization: It helps teams focus on features that will have the most significant impact on user satisfaction.
- Resource allocation: By understanding feature categories, teams can allocate resources more effectively.
- Innovation: The model encourages teams to think beyond basic expectations and consider attractive features that can delight users.
- User-centric design: It keeps the focus on user needs and preferences throughout the development process.
Conducting Kano Model Analysis
To apply the Kano Model in user research:
- Identify potential features through user interviews, surveys, or competitive analysis.
- Create a Kano questionnaire asking users about their reaction to the presence or absence of each feature.
- Analyze responses to categorize features according to the Kano Model.
- Use the results to inform product roadmaps and development priorities.
Frequently Asked Questions
- What's the main purpose of the Kano Model?: The Kano Model helps prioritize product features based on their potential impact on user satisfaction.
- Who developed the Kano Model?: The model was developed by Professor Noriaki Kano in the 1980s.
- Can the Kano Model be used for existing products?: Yes, it can be used to evaluate existing features and identify areas for improvement or innovation.
- How often should a Kano analysis be conducted?: It's recommended to conduct Kano analysis regularly, especially before major product updates or when entering new markets.
