Strategy

Kano Model

The Kano Model helps teams categorize features by customer satisfaction and functionality. It clarifies which features delight users versus those that are basic expectations.

Duration
1 hour
Group Size
4-10
Category
Strategy
Difficulty
Easy
Energy
Medium

Objectives

Participants will understand customer needs, prioritize features by satisfaction impact, and identify 'delighters' for a competitive edge. Avoid over-investing in features users don't value.

Outcomes

Teams produce a Kano model analysis, understand feature satisfaction impact, and prioritize features by their delight potential.

Step-by-Step Instructions


  1. Plot features on a 2x2 matrix: Functionality (x-axis) and Satisfaction (y-axis). 2. Categorize features: Must-haves (expected), Performance (more is better), Attractive (delighters), or Indifferent (no impact). 3. Use survey data or team assessment (user research/knowledge).

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Facilitator Tips

Must-have features won't create satisfaction, but their absence causes dissatisfaction. Attractive features differentiate you. Remember, features migrate: today's delighters become tomorrow's expectations.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Kano matrix template (online whiteboard)

  • Feature list

  • Survey data (if available)

  • Virtual sticky notes

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Resources & Templates

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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