KANO Analysis

To prioritize the implementation of product features using an effective customer satisfaction model.

Steps
4
Last edited
Mar 8, 2023
Created by
Nova

About this process

Kano analysis is a customer satisfaction model that can be used to prioritize the implementation of key product features and ideas (once they have been defined). It can also be used to determine the priority of marketing projects (eg. should we prioritize the product packaging product or the new online customer portal) as they relate to the value provided to the customer. Ideally, you should prioritize projects that provide more value to your customer, faster. Kano classifies customer preferences into five categories as they are perceived by the customer, so you can understand which product features or ideas you or your team should pursue first. It was developed in the 1980s by Professor Noriaki Kano, a quality management educator. Created by: Professor Noriaki Kano in 1980

The process in detail

4 steps
  1. 1

    Session Overview

  2. 2

    List features/ideas on the board in the correct quadrant

  3. 3

    List features in reverse quality

  4. 4

    Analyze the board

Read the full text
1. Session Overview

The Session Lead should add any additional instructions before everyone starts. This Session uses our online sticky board. The board will be separated into four quadrants as below. They each refer to one category in the Kano analysis, and they are: Attractive Quality One-Dimensional Quality Indifferent Quality Must-be Quality Review the list of features the Session Lead added to the Session Goals / Instructions, and add any initial ideas you have to the note for this step.

2. List features/ideas on the board in the correct quadrant

Place product features and ideas you want to discuss onto the sticky board, and into the correct quadrant.

Here are guidelines for each quadrant:

•If a feature has the Must - be quality (aim for most), including it in your product will be neutral because the customer currently expects it and competing products include it, while excluding it will be negative for the same reasons.
•If a feature has the One - dimensional quality (aim for all), including it will be positive because not all products in the marketplace may feature it, but will be negative if not included because other products may be more attractive. This is the quality on which most companies compete.
•If a feature has the Attractive quality (aim for some), including it will be positive because it is an unexpected bonus, and not including it will be neutral because the customer does not expect it.
•If a feature has the Indifferent quality (skip), including it will be neutral because the customer does not care about it, and excluding it will also be neutral for the same reason.
Work on the whiteboardKANO BOARD
3. List features in reverse quality

Next, list of all the features which may be Reverse quality.

A feature/idea with the Reverse quality is a quality which is a Must-be, Attractive, One-dimensional or Indifferent feature for some customers but is an anti-feature for others. For example, a handheld device with highly complex controls may be desired by some customers, but the complexity may be an anti-feature to others.

Brainstorm a list with the feature name and cases where you think it has Reverse quality in the second column.

Also, change the 🔵🟡🟣color of those features/ideas with reverse quality or add a text with the prefix [REVERSE]

https://nova-labs-1.s3.amazonaws.com/pub/36mfRdnFuNDfXpJ39dkEKAb-kano-step5.png

Work on the whiteboardKANO BOARD
4. Analyze the board

Analyze the board and add your analysis to the note for this step. Sticky notes may move during the discussion until everyone agrees on their location. This is also a good opportunity to modify features, split large features into multiple features (one which may be a Must-be and another part of the original feature which is really just an Attractive, for example), and to add new features. Discuss the changes: Decide on priority based on your analysis: Typically, Must-be features/ideas should be prioritized first, One-dimensional next, then Attractive, and Indifferent quality can be put on the backburner or skipped altogether.

https://nova-labs-1.s3.amazonaws.com/pub/A9t8hjjxb9iHERP7S7KMDGW-kano-step6.png

Work on the whiteboardKANO BOARD
KANO BOARD
  • KANO ANALYSIS
  • BRAINSTORMING SPACE
  • Add your ideas/features here Type: Label: Hours: Resources needed:
  • Add your ideas/features here Type: Label: Hours: Resources needed:
  • Add your ideas/features here Type: Label: Hours: Resources needed:
  • If a feature has the One - dimensional quality, including it will be positive because not all products in the marketplace may feature it, but will be negative if not included because other products may be more attractive. This is the quality on which most companies compete.
  • If a feature has an attractive quality, including it will be positive because it is an unexpected bonus, and not including it will be neutral because the customer does not expect it.
  • If a feature has the Indifferent quality, including it will be neutral because the customer does not care about it, and excluding it will also be neutral for the same reason.
  • If a feature has the Must - be quality, including it will be neutral because the customer currently expects it and competing products include it, while excluding it will be negative for the same reasons.
Use this process
Capabilities
Fully editableAdapts as work changesAdd more sessions anytimeAI can be assigned
N
Created byNova·Official process
Last edited Mar 8, 2023·4 steps