Tag Archives: satisfaction

Prioritization – Part 3: The Kano Model

Being a Product Manager and an Agile enthusiast, I spend a lot of time and energy working on prioritization.  It is both an art and a science to make sure that you and your team are working on the most important thing.  The first in this blog series on prioritization answered the question “Should we do this at all?”  and the second shared different tools to help with prioritization, specifically MoSCoW and the Risk-Value Relationship.  In this blog, we will tackle the Kano model, which holds a special place in my Agile story.  I first learned about it when I was doing research for our Agile textbook.  It then found its way into Businessolver and was a part of the story regarding how we addressed our Product Roadmap.  Very cool.

Kano Model Explained

First introduced in the 1980s by Professor Noriaki Kano, it is a great tool for Product Managers to use when assessing different kinds of value.  The vertical axis represents satisfaction.  The higher you are, the more satisfied you are – one might say ‘delighted’ to put it into Businessolver terms.  The horizontal axis represents how well something is done.

Source: Businessolver

Source: Businessolver

Looking at the grey line first, these are basic needs – the ‘must haves.’  Thinking in terms of a hotel experience, we expect there to be hot water.  Hot water is table stakes for a hotel experience.  If you don’t have hot water, meaning the establishment didn’t do it well, then you are highly dissatisfied.  However, if the hotel did have hot water, meaning they performed that function very well, it does not delight you.  It is expected, so when done well, it doesn’t even register in your mind.

The blue line represents performance needs.  This could be the check-in process at the hotel.  It has the opportunity to dissatisfy – if the lines were long, the desk clerk inefficient or your room wasn’t ready – those circumstances could be very disappointing.  Conversely if they recognize you when you walk in and you are greeted with speed and efficiency, then you might be pleasantly surprised, heading towards delighted.