The Kano Model, developed in the 1970s and 1980s was originally used to study customer satisfaction. In this Sunday Rewind episode, we look back to when Mind the Product’s very own Co-Founder, Martin Eriksson, explains how it can be used to prioritise product development.
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The model is a simple two-axis grid, comparing product investment with customer satisfaction. The power of the Kano model comes in mapping your different features against this simple grid.
One of the most challenging aspects of the model is that it predicts that all features will migrate from delightful to basic expectations. Once a user has come to expect that delightful feature – whether because you’ve had it for a while or because all their other products have it – the feature has become something they expect. The absence of that feature would now be a frustration, and you need to discover new delightful features.
Martin closes by providing lessons for product managers who decide to use the Kano Model:
- Define your users’ needs in light of the Kano model
- Map your products and features against the model
- Monitor your customer satisfaction and competition regularly
- Find and focus on sustainable delighters that truly differentiate your product
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