Categorize product features into Must-be, Performance, Attractive (Delighters), and Indifferent attributes to prioritize product roadmaps.
Developed by Dr. Noriaki Kano, this methodology asks respondents two questions for each feature: how they feel if the feature is present (functional) and how they feel if it is absent (dysfunctional). By cross-tabulating these responses, features are categorized into Must-Be, One-Dimensional, Attractive, and Indifferent.
Satisfaction vs. Feature Implementation Matrix:
High satisfaction generator; absence does not cause displeasure.
e.g. AI auto-tagging
The more you provide, the happier the customer is.
e.g. Battery longevity, speed
Customers do not care whether present or absent.
e.g. Custom packaging box art
Mandatory baseline; absence causes extreme dissatisfaction.
e.g. Data encryption, security