Kano Model Agile: How To Use Kano To Prioritise Features

When you are making something, it can seem like the list of possible features never ends. Choosing what to build first is the ultimate challenge. This is where the Kano model agile framework comes in handy. It lets you stop guessing and put features in order of how much they truly make users happy.

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Kano Model Agile Meaning

This framework is a way for product teams to figure out how to prioritise features by showing them how investing in them affects customer happiness. Developed in the 1980s by Professor Noriaki Kano, this method has become a staple in modern product management.

The Kano model agile method plots features on a graph with two axes:

Satisfaction: Ranging from total frustration to extreme delight.
Functionality: Ranging from “not implemented at all” to “fully implemented”.

The main goal of this strategy is to assist teams cease putting features first based on who is the “loudest voice in the room.” Instead, it employs a structured questionnaire to put attributes into five different groups.

Five Categories of Kano Analysis Agile

To master this, you must understand how different features behave when they are added to or removed from a product. Not every feature provides the same return on investment.

Must-be (Basic) Qualities: These are the “taken-for-granted” features. If they aren’t there, users are furious. If they are there, users aren’t necessarily “happy”—they just consider the product functional. Think of a “login” button or a “search” bar.
One-dimensional (performance) qualities: Here, satisfaction is directly proportional to how well the feature works. The faster the app or the more storage it offers, the happier the user becomes.
Attractive (Excitement Qualities: These are “delighters”. Users don’t expect them, so they don’t miss them if they are gone. However, if you include them, they create high levels of satisfaction and brand loyalty.
Indifferent Qualities: Features that users simply do not care about. Adding these is a waste of time and money because they don’t move the needle on satisfaction.
Reverse Qualities: These are features that actually decrease satisfaction. For example, high-security hurdles that make a simple app impossible to use can frustrate customers.

Steps to Implement the Kano Method Agile

Using the Kano method involves more than just looking at a chart. It requires active engagement with your user base through a specific survey style.

Step 1: Choose Your Features

Identify the features you are considering for your roadmap. Do not overwhelm users; pick a handful of high-impact or controversial features to test.

Step 2: The Two-Way Questionnaire

For every feature, ask users two questions:

The Functional Question: “How do you feel if this feature is present?”
The Dysfunctional Question: “How do you feel if this feature is absent?”

Users answer using a scale: “I like it,” “I expect it,” “I am neutral,” “I can tolerate it,” or “I dislike it.”

Step 3: Map the Results

By comparing the answers to both questions, you can categorise the feature into one of the five groups mentioned earlier. This data provides the backbone of your Kano model.

Feature Type	Impact if Absent	Impact if Present	Priority Level
Must-be	High Dissatisfaction	Neutral	Critical
Performance	Low Dissatisfaction	High Satisfaction	High
Attractive	Neutral	High Delight	Medium/High
Indifferent	Neutral	Neutral	Low (Drop)

Benefits of the Kano Model Agile

The purpose is to prevent “feature creep” while ensuring the product remains competitive. In a fast-paced environment, teams often fall into the trap of building whatever is easiest.

It forces a shift in perspective. It highlights that “delighters” eventually become “must-haves” over time. Ten years ago, a high-resolution camera on a phone was a delight; today, it is a basic expectation. By using this model, agile teams can predict these shifts and adjust their backlogs accordingly.

Practical Tips for the Kano Model of Prioritization in Agile

When applying the Kano model of prioritisation in agile, remember that user needs are not static. What a customer likes today might change tomorrow.

Don’t Ignore Basics: You cannot win with delighters if your “must-be” features are broken. Fix the foundation first.
Budget for Excitement: Always reserve a small portion of your sprint for “attractive” features. This keeps your product from becoming a boring utility.
Segment Your Audience: Different user groups might see the same feature differently. A power user might see a complex filter as a “performance” feature, while a beginner might see it as “reverse” (confusing).
Keep it Simple: Don’t use the Kano model agile for every tiny UI tweak. Save it for major feature decisions where user sentiment is unclear.

The Kano model agile is a powerful lens through which to view your product roadmap. It removes the emotion from planning and replaces it with user-centric data. By understanding which features are essential and which provide that extra “wow” factor, your team can build a product that doesn’t just work but truly resonates with its audience.

FAQs

What is the Kano model agile used for?

The Kano model agile is used by product teams to prioritise features by measuring how they impact customer satisfaction versus the effort required to build them.

How do you conduct a Kano analysis agile?

You perform an analysis by asking users two questions for each feature: how they feel if the feature is there, and how they feel if it is missing.

What is the Kano model in agile primary purpose for developers?

The purpose is to ensure developers spend time on features that provide the most value, avoiding "indifferent" features that users don't care about.

Why is the Kano method better than other methods?

The Kano method is unique because it accounts for the emotional response of the user, distinguishing between basic needs and features that create true excitement.