The Kano model · guided
Prioritise features by how much they delight your customers. This assistant guides you through the method in five steps – selecting features, surveying customers, categorising answers, consolidating the data and prioritising.
Model overview: the Kano diagram +
Guided workflow
Follow the five steps. You can switch between steps at any time using the bar above.
Video companion · Questions & answers
All the terms from the video – in plain language. Click a question to open its answer.
What is the Kano model? +
The Kano model prioritises new product features by how strongly they contribute to customer satisfaction – putting customers at the centre. Developed by Dr Noriaki Kano (Tokyo University of Science) and colleagues, published in 1984.
Two axes
Horizontally the degree of implementation (absent ↔ present), vertically the satisfaction (dissatisfied ↔ delighted).
Six categories
Habituation
The classification is not permanent: over time, delight becomes performance and finally basic (example: the television in the hotel room).
How saving works +
This HTML file is your document. Everything you enter is saved in this very file, just like a Word document. If you share the file, it includes all your analyses.
Save (green button or Ctrl+S) stores the current state – without any prompt. As long as no working file of your own has been created, the state is kept in the browser and is there again the next time you open it.
Save as (under “Analyses”) creates a file on your drive. This is the only time you are asked where to save. After that, each Save writes silently to the same file.
The first time: Open the file, click “Analyses”, then Save as. From then on, just use the green button.
Autosave: Once an analysis has been saved, the tool automatically saves subsequent changes after a few seconds.
If something goes wrong: the tool continuously keeps an interim state in the browser. If the browser crashes or you close the window by accident, your work is there again the next time you open it.
Note on browsers: writing directly to the file currently works in Chrome and Edge. In Firefox and Safari everything stays saved in the browser – the file itself remains unchanged.