https://youtu.be/zWjV7boirqU

The KANO Model is used to help designers understand the relationship between customer needs and product features. This model was developed by Noriaki Kano in 1984 and is based on the concept that there are different types of product features that can have varying degrees of impact on customer satisfaction.

Items are grouped into four categories according to user satisfaction and functionality and plotted on a 2D graph.

The Kano model scores items based on satisfaction and functionality. Using these scores, items can be clustered into 4 groups: Attractive*,* Performance*,* Indifferent*, and* Must be.

This prioritization method uses two primary criteria to rank items: functionality and satisfaction.

✦ Functionality represents the degree to which the item can be implemented by the company. It can have 5 possible values ranging from -2 to 2:

None (-2): the solution cannot be implemented

Some (-1): the solution can be partly implemented

Basic (0): the solution’s primary functions can be implemented, but nothing more

Good (1): the solution can be implemented to an acceptable degree

Best (2): the solution can be implemented to its full potential

✦ Customer satisfaction for each item is also assessed on a spectrum from -2 to 2:

Frustrated (-2): the solution causes additional hardship for the user

Dissatisfied (-1): the solution does not meet users’ expectations

Neutral (0)

Satisfied (1): the solution meets users’ expectations

Delighted (2): the solution exceeds users’ expectations

Each item is first assigned a satisfaction score and a functionality score. The satisfaction score should be based on user data — for example, on existing user research or on a top-task user survey asking users to rate the importance of each feature; the functionality score can be rooted in the collective expertise of the team.