The Kano Model — Feature Prioritisation, Demystified

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-aebfdb58-35e9-4c7f-b478-483a483e46bc","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-add1d457-bea1-48f9-bba0-3969984786fd","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0d09e188-01ab-428b-b52f-a80898d1fdf5","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-b5fa05a4-5391-43c0-bb2a-f6c9b7fc985a","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-298b0831-c823-43da-a11f-180fc6febe99","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6e23263a-a4f2-4ee5-85d9-589142bb9717","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-dc423cc5-3506-45b4-8998-29543b7f91f8","keyframes":{"opacity":[0,1]},"delay":250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

The more, the better

[{"selector":"#anim-c92c70cc-07b1-409a-af8d-1adaab01840a","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c8295db6-85f0-4e21-8ca4-de636823a7b2","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-cf922dd2-4afe-438a-99a6-ad6e98dd9f15","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-32ea5ff0-13c4-411d-8926-d94c32e1c8bf","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-2cb6c79a-656e-4917-b334-55fc671598ee","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e5293c6e-9597-4e0a-a066-45843e5fb03a","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"}]

Faster delivery 🚀

[{"selector":"#anim-e8ff56db-bc59-4670-8156-45cd3dc2b508","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c546386c-ae25-417f-a3de-0a9e761d6c8f","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-a0b79cb1-0f94-409c-9bd0-daad06f8f297","keyframes":{"opacity":[0,1]},"delay":2000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-10094086-3973-4979-823d-33dddc51e4e7","keyframes":{"transform":["translate3d(0px, 255.18923%, 0)","translate3d(0px, 0px, 0)"]},"delay":2000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fed62922-478a-4b7b-9184-1667e87c6ed5","keyframes":{"opacity":[0,1]},"delay":3500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a938e45d-4e5d-4630-b158-e64e6e3dc47f","keyframes":{"transform":["translate3d(0px, 162.88156%, 0)","translate3d(0px, 0px, 0)"]},"delay":3500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b41ac2e6-ab5f-4baa-a23f-bdd024019559","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7b45fa16-e304-4bb8-bab3-eefdac7e2ae4","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-be3adca5-5f07-47fb-8713-440d9bba9db6","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ae026152-ac55-44f4-a93f-9ef434c35dc2","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-16162616-84e2-41bb-bde0-2708b2db59ff","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8c70b473-5e42-4c47-8b67-649bc9c60159","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-c32e64bb-c939-46ec-902d-560e2d969d46","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-594a2a71-7bf5-4874-a241-03772a49fc50","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-acdf37d8-47eb-44a2-bb62-3e950e561e10","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-e66bfdc4-a4da-4d5a-bb5b-0ca6c0c7f2a4","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-607a5bf6-6096-4672-8033-eed520cfed19","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-490f2daa-499f-4be1-a755-4d0036802eb0","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-6850fe6c-bb99-4657-abc0-a8a3cf289a7e","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Competitors win.

[{"selector":"#anim-85f0b36d-9592-4374-baef-07b77bbc104b","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-83b7140a-2601-44c7-b3ce-b9178d4c6b48","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-27190432-965b-4db1-ae0d-3a114e133f72","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-870367a2-2a8f-4a68-a4b5-5cee466737c8","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-3f6a181d-a147-484d-b778-97cd572cd92f","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7bc5e31a-5bd3-4e67-9a9f-078dcfccf11b","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-bb7f304c-9f0c-4513-9624-ade97004d5f3","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-891ab32b-9e06-476b-80cd-c82cfc976ddc","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-21c0d208-1e03-431d-9cfc-1353a8a3b306","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-29ccfd6a-3d5c-44b0-a98a-ddfb3680ccea","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a53325f8-65ae-4caa-a516-7a887c88bd4a","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-6ba1f793-56b0-4a6b-89d6-0b893226e914","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-124a032b-69d9-42d1-8c0e-7a117e095194","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-0234dc63-9dab-4b72-a4d1-9a333b6eec4e","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e38719ca-09fe-4124-94b4-d3a01fe93aec","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-56e49bd9-4239-4780-a2cd-538851aa0532","keyframes":{"opacity":[0,1]},"delay":2000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5584f890-7714-4452-98b5-8546b62a907e","keyframes":{"transform":["translate3d(0px, 255.18923%, 0)","translate3d(0px, 0px, 0)"]},"delay":2000,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-043f231a-2e3a-4d50-a848-99bdb7dceff4","keyframes":{"opacity":[0,1]},"delay":3500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-eb1e0183-bdea-4a42-9b71-5abdbe31335f","keyframes":{"transform":["translate3d(0px, 162.88156%, 0)","translate3d(0px, 0px, 0)"]},"delay":3500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2dcac533-9965-4bba-ade1-32c4bddc585c","keyframes":{"opacity":[0,1]},"delay":500,"duration":300,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e045d0f2-0f26-43c6-9d56-96eb6d7af174","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-d00efa47-54f3-4bd5-85dd-47ea4c0ad79d","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4f59301a-6e48-4711-8f4d-4b8f0411f92a","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-7d2d0b24-6072-4976-a88a-7fc4ee8c9a3b","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c2be42ff-6a3d-4a2a-bd95-4e9263d4930d","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-cf65d0b4-99f9-42af-a29a-d4145b6aa2d7","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-712c0556-22be-45a9-a442-97325fc5ee4a","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-27971786-0b9c-4ef7-8ba2-113782ab3c32","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-a88c3844-3f19-492d-bbcb-fadaf1a67931","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-bca97b6c-ba04-4a90-badb-6cfa0625b759","keyframes":{"opacity":[0,1]},"delay":1500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-04e12285-8cde-46b8-abe8-4d7e6c56cc9d","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-413212ee-3fde-4e22-8de0-89e07631ff49","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-c80a2f3e-6ad0-4415-9323-da1cac60ab9d","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-25fa0767-7ee7-4e02-ac07-ced3e221f0a3","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-909e861e-b98a-4f09-9985-9a1b45fb5b84","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-32891442-516f-4ad4-8d77-56a374cc0e1e","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-ea262f1d-bc4a-46c9-a135-480e0dbb356d","keyframes":{"opacity":[0,1]},"delay":1250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-22ed88ba-a53b-4bec-b3c4-ec6a2b5da1fc","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-38ee5df9-2c0c-4fb5-9e4f-927ab8ef16b4","keyframes":{"opacity":[0,1]},"delay":250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Warning:

[{"selector":"#anim-16b3ee69-0e6f-4fee-a6a2-ea6040d41103","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0a5e3ff8-a2b1-46f8-9f85-0ffc780cb524","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-688c4fe0-aa55-4fde-9796-d37380e8a9be","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9331e848-5986-4cec-963a-7fbea5423028","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-47e17607-6dd5-4c8a-9bd2-4d52480bc777","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c9b86575-6778-45b5-91b5-7e79060d3571","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-6350a6f4-c086-4001-be90-fb0a245941a3","keyframes":{"opacity":[0,1]},"delay":75,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8c17c330-eaa6-449e-b893-b9dfabd3b1db","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-1fe2d746-5ab5-42ec-b397-e239078d80b9","keyframes":{"opacity":[0,1]},"delay":1000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8b164bbf-721e-4463-879f-c4e6c3a7a4d5","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

What do we learn?

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Delight fades.

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The Kano Model — Feature Prioritisation, Demystified

Turn guesswork into strategic clarity

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.

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