Description: The Kano Model is a conceptual framework that allows for the analysis of customer satisfaction in relation to product or service features. This model classifies features into five categories: ‘basic’, ‘performance’, ‘excitement’, ‘indifferent’, and ‘reverse’. Basic features are those that customers expect, and their absence leads to dissatisfaction. Performance features are those that increase satisfaction as they are improved. Excitement features, on the other hand, are those that surprise and delight customers, although their absence does not cause dissatisfaction. Indifferent features are those that do not affect customer satisfaction, while reverse features are those that can cause dissatisfaction if implemented. This model is particularly relevant in behavior-driven development, as it allows companies to prioritize features that truly matter to their customers, thus optimizing product design and development. By understanding how different features impact customer satisfaction, organizations can make more informed decisions about which functionalities to develop and how to enhance the user experience.
History: The Kano Model was developed in the 1980s by Professor Noriaki Kano, a Japanese academic, as part of his research on product quality and customer satisfaction. Since its introduction, it has evolved and been integrated into various quality management and product development methodologies, being widely used in the field of user-centered design.
Uses: The Kano Model is primarily used in product and service development to identify and prioritize features that impact customer satisfaction. It is commonly applied in satisfaction surveys, market analysis, and strategic product planning, helping companies align their offerings with consumer expectations and desires.
Examples: A practical example of the Kano Model can be observed in various industries. Basic features include elements like safety measures in vehicles or essential functions in software applications. Performance features could be efficiency or performance metrics that improve user satisfaction. Excitement features might include innovative technologies or unexpected benefits that delight users. Indifferent features could be aesthetic choices, while a reverse feature could be a complicated user interface that frustrates users.
