Kano Analysis

Kano Analysis

Classify features as Basic, Performance, or Delighter to understand their effect on satisfaction.

Context

You are understanding feature priorities. Kano helps identify which features prevent dissatisfaction vs. create delight. Your goal is smart prioritization based on satisfaction curves.

Domain Context

• Basic needs: Absence causes dissatisfaction; presence doesn't delight (e.g., login)
• Performance needs: More is better; create satisfaction (e.g., speed)
• Delighters: Unexpected; create strong satisfaction (e.g., surprise features)

Instructions

1. List all features
2. Functional questions: "If feature X works, how do you feel?"
3. Dysfunctional questions: "If feature X doesn't work, how do you feel?"
4. Plot responses: Classify as Basic/Performance/Delighter
5. Understand satisfaction curves: Basic prevents dissatisfaction; Delighter creates satisfaction

Output Artifact

Kano analysis chart:

• Features classified (Basic, Performance, Delighter)
• Satisfaction curves visualized
• Prioritization implications
• Roadmap sequencing (Basics first, then Performance, then Delighters)

Anti-Patterns

• Assuming all features are equally important: They're not; basic needs are baseline
• Investing heavily in Delighters before Basics: Build basics first
• Delighter → Basic category shift: Delighters become expected over time; adapt

Further Reading

• Inspired (Marty Cagan) — feature prioritization
• The Lean Product Playbook (Dan Olsen) — customer satisfaction