Kano Model

The Kano model, from a user’s perspective, helps to identify which features are key differentiators, which are table stakes, and which are actually not relevant and, therefore, a waste of time and resources.

With the Kano model, features again are plotted on a two-dimensional chart, this time satisfaction of the user vs. sophistication of a feature (which can be translated to investment into it). As a result, features fall into one of four categories:

• Basic features that are considered must-haves, table-stakes and cause massive frustration when absent

• Neutral features that don’t add value and, hence, shouldn’t be worked on

• Performance features that help to increase satisfaction gradually

• Delighters are key competitive advantages because they have a great impression on users and might even allow users to forgive a weakness in another area