How to Prioritize Features with the Kano Model — UX Knowledge Piece Sketch #7
Kano Model: the 2 Dimensions
- Satisfaction: how satisfied your users are
- Functionality: how well (or to what extent) a feature is implemented
4 Types of Features
There are 4 types of features according to this framework:
- Performance features: in case of these, satisfaction and functionality have a linear relationship: more implementation leads to more satisfaction, less results in disappointment. Example: video streaming quality
- Delighter features: these are unexpected features that make users satisfied — even if it is not fully implemented. At the same time, the absence of such features won’t cause any dissatisfaction. Example: AR (Augmented Reality) effects inside a messaging app
- Must be features won’t make users satisfied, the best you can achieve is a neutral attitude. However, if you fail to implement these, users will be frustrated. Example: an email service should let you read, write and send emails
- Indifferent features... well, these are indifferent, users don’t care about these. Example: messaging inside a weather app
And it changes over time!
One more interesting aspect of the framework is that it changes over time, a once delighter feature can quickly become a performance or a must-be feature. For instance 20 years ago it was an awesome new innovation that you could take photos with a mobile phone. Now it is a basic need, a general user expectation.
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