Turn guesswork into strategic clarity

Feature decisions feel random

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You build a feature

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You build another

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Why do some features win?

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A customer satisfaction framework developed by Prof. Noriaki Kano

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satisfaction differently

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Non-negotiable basics.

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Airline seats that recline💺

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No one cares.

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Mass exodus.

[{"selector":"#anim-d8164d9c-39ca-4b73-80f3-3e9b47c9c0ce","keyframes":{"transform":["translate3d(150.00001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-74b2d974-1612-49b1-ad21-80fad613970e","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8c51f58c-21fd-4b50-b8a2-4c1f46b054af","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-4a7b0c4e-e8da-431b-910a-127254a9e4e3","keyframes":{"transform":["translate3d(-148.09524%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8cfa2035-65e0-40ff-84ad-7e13825671bf","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b45bf7fc-6db6-4c87-bd39-b55f236b2ba0","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-d557b15d-9af0-460f-829a-6e79760eec5b","keyframes":{"opacity":[0,1]},"delay":250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

The more, the better

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Faster delivery 🚀

[{"selector":"#anim-d87c8429-3202-4745-8384-7a71fbf048bd","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9f10f630-cdce-4f5e-85c9-cb14c5e502e7","keyframes":{"transform":["translate3d(0px, 347.49696%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7d2aa14d-e967-4114-a2da-896c24ef3f26","keyframes":{"opacity":[0,1]},"delay":1750,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7a2d941d-aeeb-49f5-924a-358021d50db6","keyframes":{"transform":["translate3d(0px, 255.18923%, 0)","translate3d(0px, 0px, 0)"]},"delay":1750,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a5e386c1-c4ed-4836-be60-9bbb94b55644","keyframes":{"opacity":[0,1]},"delay":3000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-949f1cfd-c441-4fc7-91d6-d217c6d0c0fd","keyframes":{"transform":["translate3d(0px, 162.88156%, 0)","translate3d(0px, 0px, 0)"]},"delay":3000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f8f2a31e-2e25-4530-935c-c03ee306bf7b","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9064657d-ee29-45c1-81ee-a100cfcd01fc","keyframes":{"transform":["translate3d(0px, -148.8426%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Users reward you.

[{"selector":"#anim-a3d72729-8c9e-41de-9983-d9e283fa54fe","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-92e0bda6-eca8-412a-a0e4-a76b4a702a07","keyframes":{"transform":["translate3d(0px, 115.05848%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8f2d0775-59c5-465c-a88a-3ff84fa6bf3c","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0a98a625-170e-4be3-b1f7-4a33f1ff4284","keyframes":{"transform":["translate3d(0px, -124.53216%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-da393e2e-a615-43b5-8997-1b6000556a2b","keyframes":{"transform":["translate3d(150.00001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-eca370f6-41a5-4372-af2d-fc082de7050f","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-514439fa-a62b-48b3-853b-4f2515f10e1f","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-66201d0b-1ad7-44a4-b3c1-2ded36cf36a4","keyframes":{"transform":["translate3d(-148.09524%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9b295a7c-8950-4a8b-91b6-0f7000db64d8","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f5a59052-d4d2-47b7-90d8-01e463caac0e","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-e29c29b0-0457-4320-83a6-c205806e776b","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Competitors win.

[{"selector":"#anim-1cd629b9-fd5b-4721-b62d-12db79e5e842","keyframes":{"transform":["translate3d(129.60001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-79620e35-6bda-46da-bd37-44747355cfc0","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-641f5e96-7a4d-490e-838c-4acc284be336","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-2d81131f-a420-4ee4-a24d-7654988149c9","keyframes":{"transform":["translate3d(-132.39999%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1b482581-4348-4344-a20f-0d3406b827e4","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bb684faa-93b3-4b4c-9553-36ca64e1fbca","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-952ff4f8-a668-4312-a50f-dc4291cb9754","keyframes":{"opacity":[0,1]},"delay":250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

The unexpected delight

[{"selector":"#anim-27f99719-d920-4a56-abaf-4667a8e92683","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-974d0631-ccdc-4218-9e63-ab45c3ac2f24","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f3a5876b-0db4-4c8a-b5e2-7887c929b4ad","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-eede9b23-bc25-4964-a6b3-3b413620f213","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-21e8dcb0-811d-4c11-ac83-1c27f68919e0","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3e3bbc55-a232-47f2-bee5-6e2dc4c65870","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Voice-assisted appliances 📺

[{"selector":"#anim-8db5c36a-cb7a-4bdd-b290-fae4af142e0d","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c98535f6-4bd7-4fc6-aae8-835c671d8416","keyframes":{"transform":["translate3d(0px, 340.02402%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8ef05517-8d05-4338-9c16-aa00da5db51a","keyframes":{"opacity":[0,1]},"delay":1750,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8f273d90-5b0e-47bc-af38-bc00813c6bde","keyframes":{"transform":["translate3d(0px, 255.18923%, 0)","translate3d(0px, 0px, 0)"]},"delay":1750,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b200c772-c8e7-4bc9-a1c6-cc2051c78a8b","keyframes":{"opacity":[0,1]},"delay":3000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2a58f44a-6f07-4d99-b244-96f8123fdf39","keyframes":{"transform":["translate3d(0px, 162.88156%, 0)","translate3d(0px, 0px, 0)"]},"delay":3000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2f553323-ba8b-447c-a02a-6aba966a2975","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-648cbf32-6bcb-463d-bd76-41e0c196b38f","keyframes":{"transform":["translate3d(0px, -148.8426%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Delight.

[{"selector":"#anim-0f739294-fccb-463f-a4d3-50bb0f85f59f","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-039172db-ff7d-4cac-aff6-316e9093fd9a","keyframes":{"transform":["translate3d(0px, 115.05848%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2fa7b54b-b3ab-4106-ba47-e5ab47c1b137","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-85f53716-9227-4079-8aaf-e100f40acb9b","keyframes":{"transform":["translate3d(0px, -124.53216%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b49041bd-30a5-402f-80d2-6428aeaa9a37","keyframes":{"transform":["translate3d(150.00001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-265f76e0-a17f-45be-8a45-d2e584ad3c10","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cca62aef-d350-4414-9232-d2623a75c5c1","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-fc028420-e7f5-455b-929c-4b6c58836d0e","keyframes":{"transform":["translate3d(-148.09524%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-32ea7c9b-a82f-4c3b-a1ab-d74fe9bc635d","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5fe6e1cf-7273-4a6c-adf6-49b7e2c219db","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-0c669dbd-fe04-43cc-9344-1017cdc4e52b","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

No one misses.

[{"selector":"#anim-3130e849-2751-4d6c-a4be-da5f47153b40","keyframes":{"transform":["translate3d(150.00001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6b220438-f42a-4a39-8091-113ec3c4c622","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e9b5139c-a0cf-4822-9ae1-ec5d07da9882","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-d77b93b6-ef59-4ec5-bfa6-9144ed462619","keyframes":{"transform":["translate3d(-148.09524%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c77de46a-86c3-429b-99f6-3732a3f0d763","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-66b9d633-8e5e-4ffa-8e3f-9e58929927d1","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-bab3eb77-96c9-4065-ad4c-77df701175ac","keyframes":{"opacity":[0,1]},"delay":250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Warning:

[{"selector":"#anim-5ed3abda-1235-41bf-8117-39412dd9b62b","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7419071f-2564-4234-b67a-05a93deade66","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2c030a0d-09a6-4b96-a0dc-cc68b6e453c3","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-341ac014-b78b-4c3f-8689-89d24571e7c6","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-76dcd7f3-481f-453f-983c-433e1ad6b920","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-18618223-2e35-4201-b4a5-71a77de1621f","keyframes":{"transform":["translate3d(0px, -235.80245%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-08dda1c5-4deb-4786-856c-4ddc74fd1a70","keyframes":{"opacity":[0,1]},"delay":75,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-30ed0c7f-3bcd-4bc2-b037-8527b5cff601","keyframes":{"transform":["rotate(-322deg) translate3d(0px, -231.55558%, 0) rotate(322deg)","rotate(-322deg) translate3d(0px, 0px, 0) rotate(322deg)"]},"delay":75,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2a639eaa-d887-4a28-b3ff-b3d2131727a7","keyframes":{"opacity":[0,1]},"delay":1000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aa7b97c0-7bb1-4d81-9060-7602f0d939ef","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

What do we learn?

[{"selector":"#anim-4d107403-9764-4c08-85f3-8d04d46c88b2","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e1a093b0-b346-4392-834d-ce429536b867","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7abe1584-650b-4b6f-a3ba-6dafa33ac6d4","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6ecf585a-44a8-48d6-8493-eca33577ead3","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-efb5f318-8b31-45ec-b6dc-4d41062bda6b","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c203877d-81eb-4b32-b020-cf9412dd0dde","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Delight fades.

[{"selector":"#anim-65ab9c16-6680-4982-92c0-6267f313c945","keyframes":{"opacity":[0,1]},"delay":6500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3de4a397-310b-4c36-9c31-8ee6ff736e0d","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cc51c0d7-38f6-4c4d-b095-d2b56451d8cc","keyframes":{"opacity":[0,1]},"delay":8000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-735be84c-afe2-49bc-b6d1-3253e98c4f01","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2963f5f7-48a0-43ed-b82b-df088a60c468","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fa6a805a-7b4d-4363-977b-f5b0b1a841eb","keyframes":{"opacity":[0,1]},"delay":4500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2cf6eacf-6102-4b9d-a0c0-2d1690d7e878","keyframes":{"opacity":[0,1]},"delay":10000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

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Turn guesswork into strategic clarity

The Kano Model — Feature Prioritisation, Demystified

Feature decisions feel random

The Problem

You build a feature

Users ignore it

Frustration

You build another

Users love it ❤️❤️

You don't know why

Why do some features win?

The Confusion

A customer satisfaction framework developed by Prof. Noriaki Kano

Kano Model

Enter the

satisfaction differently

Each drives

three types of features.

three types of features.

It states that there are

It states that there are

Non-negotiable basics.

Type 1: Must-Be

Airline seats that recline💺

Hotel rooms with beds 🛏️

Apps that don't crash📱

No one cares.

No one cares.

Do them right?

Mass exodus.

Mass exodus.

Do them wrong?

The more, the better

Type 2: Performance

Faster delivery 🚀

Longer battery life🔋

More storage 📦

Users reward you.

Users reward you.

Excel here?

Competitors win.

Competitors win.

Fall behind?

The unexpected delight

Type 3: Attractive

Voice-assisted appliances 📺

One-click checkout 🛒

Meal with free dessert 🍰

Delight.

Delight.

Add them?

No one misses.

No one misses.

Skip them?

Warning:

Delighters become must-haves over time.

Plan accordingly.

What do we learn?

The Takeaway

Delight fades.

We Learn That

Basics never do.

Build must-haves first.

Invest in performance next.

Add delighters sparingly.

- Keep upskilling.

leanupskill.com

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