Description
The Kano Model is a technique used in product development to identify the most appropriate mix of features in order to maximize the satisfaction of a product. When using the Kano Model, product features are grouped into three categories: Basic, Performance, and Exciters. The Basic category contains features that the product is expected to have. For example, if the product is an automobile, turn signals would be considered a basic feature. These features do not drive satisfaction with the product, but the absence of a Basic feature can lessen customer satisfaction with a product. The Performance category contains features that can drive a linear increase in satisfaction. Features that fall into the Exciter category are the type of features that can differentiate the product and make it stand out from the competition in the market.
The Kano Model also includes an approach for evaluating results from customer surveys. The surveys provide data on the specific product features that are desirable and undesirable to customers. Applying survey results to the Kano Model helps product owners to prioritize product features and make decisions about which features to include in the product backlog.
Typical Roles
Product Owner
Product Management Team
Agile Team
Desired Behaviors
- 1.
Product features are categorized as Basic, Performance, or Exciters.
- 2.
Product vision and road map include features that fall into the Performance and Exciter categories.
- 3.
Basic features are included in the product backlog.
- 4.
The Kano Model is used to evaluate customer survey results and customer feedback. Product features are assigned to categories in the model.
- 5.
The product backlog is updated with additional features from the Performance and Exciter categories as determined by the product owner.