Kano model
Classify features as Basic, Performance, or Delight to optimize satisfaction and product investment.From its SKILL.md
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SKILL.md
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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
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