Your Guide to Kano Model for feature prioritization
Your Guide to Kano Model for feature prioritization
This is not your usual Kano model theoretical class, but practical process you can follow with your team to arrive at relevant prioritization of product features.
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Last week, I covered how to zero down on customer needs that are underserved, overserved or appropriately served using the Jobs-to-be-Done model and then we identified strategies how to position your product and pricing accordingly.
In this edition, we take a step further. Because knowing customer needs is not the same as knowing which features to build. Often serving even one underserved need requires brainstorming and potentially multiple ideas to try out. How do you place these different feature ideas from the most relevant to least important?
That is why we go deep into Kano model today. This is not a Kano model theoretical class, but practical process you can follow with your team to arrive at relevant prioritization of product features.
We assume that you already did enough to understand customer needs already. I recommend you to read previous edition of Productify on how to utilize JTBD to understand your customer segments and their needs better.
But first, what is a Kano model?
The Kano model is a framework that helps prioritize product features based on their impact on customer satisfaction. It categorizes features into different types based on how customers perceive them, which helps teams understand
i) Which features are essential?
ii) Which features enhance satisfaction?
iii) Which features could delight customers?
The Kano model addresses the challenge of feature prioritization in product development by:
Understanding Customer Needs: It helps identify what customers truly expect from a product and what can exceed their expectations.
Prioritizing Features: By categorizing features into Must-be, Performance, Attractive, and Indifferent, it aids teams in focusing on features that will maximize customer satisfaction and loyalty.
Resource Allocation: It guides product teams in making informed decisions about where to invest resources, ensuring that they develop features that align with customer desires and improve overall product quality.
Link to Template: As you now go through steps to follow to conduct a Kano model survey and analyze results for feature prioritization, here is a Kano Model Survey Result Template you can use in your company:
How to prepare for the Kano model survey?
First, before you start to understand which features will serve customer needs better, you need to make sure you’re able to define the feature well enough for the survey.
Here’s a sample on how to describe a feature to the customer survey:
Feature Name: One-Click Checkout
Overview: The One-Click Checkout feature allows users to complete their purchases with a single click, streamlining the buying process.
Benefits: This feature saves time and reduces the hassle of entering payment and shipping information repeatedly, making online shopping more convenient.
Example: Imagine you’re shopping for a gift online. With One-Click Checkout, you can select your item and complete your purchase instantly, without having to fill out forms.
Visual Aid: [Include a screenshot or a short video demonstrating the one-click process.]
Target Audience: This feature is particularly beneficial for frequent online shoppers who value speed and efficiency in their purchasing experience.
Secondly, you need to identify to whom you should send out the survey?
To effectively conduct a Kano survey after identifying customer segments through the Jobs To Be Done (JTBD) framework (read previous edition of Productify), it’s essential to target the right audience. Here’s who you should send the customer survey to:
Job Executors:
These are the primary users of your product who are directly engaged in completing the jobs you’ve identified. They have firsthand experience with the product and can provide valuable insights into which features would best meet their needs.
Target Customer Segments:
Focus on the specific segments you identified through the JTBD framework. Ensure that the survey reaches customers who share similar unmet needs and are representative of the segments you aim to serve.
Influencers and Stakeholders:
Include individuals who may influence the purchasing decision or user experience, such as team members in organizations (for B2B products) or family members (for B2C products). Their feedback can provide additional context regarding the perceived value of features.
Previous Customers:
If applicable, survey past customers who have used your product or similar products. Their experiences can reveal insights into what features they valued or felt were missing.
Potential Customers:
Engage individuals who fit the profile of your ideal customer but have not yet purchased your product. Their expectations and needs can guide feature development to attract new users.
Considerations for Survey Distribution
JTBD Segment-Specific Questions: Tailor questions based on the specific needs and jobs of each segment to gather relevant insights.
Diverse Channels: Utilize various channels for survey distribution, such as email, social media, or direct outreach, to ensure you reach a broad audience within your identified segments.
Incentives: Consider offering incentives for completing the survey to increase participation rates, especially among targeted customer segments.
By focusing on these groups, you can ensure that the feedback collected through the Kano survey is relevant and actionable, ultimately guiding the development of features that effectively meet customer needs.
Thirdly, which questions should you ask your target customer segments? And how to analyze results?
After describing the feature to your target segment in beginning of the survey, ask two key questions for that specific feature:
Functional Question: "How would you feel if this feature were present in the product?" (Multiple Choice Question, choose one from: Delighted, Happy, Neutral, Upset, Frustrated)
Dysfunctional Question: "How would you feel if this feature were absent from the product?" (Multiple Choice Question, choose one from: Delighted, Happy, Neutral, Upset, Frustrated)
Lastly, categorize each feature into Kano model categories based on survey results. Once the survey is completed, analyze the responses to categorize each feature:
Must-be Features: If a feature is expected (customers feel upset if absent) and does not significantly increase satisfaction when present, it falls into this category.
Performance Features: If a feature's presence correlates with increased satisfaction (the more provided, the more satisfied customers are), it is categorized as a performance feature.
Attractive Features: Features that delight customers but are not expected fall into this category. Their absence does not cause dissatisfaction.
Indifferent Features: Features that do not significantly impact customer satisfaction, regardless of their presence or absence.
Once must-be and performance features have been identified, how to priortize next?
While the Kano model provides valuable insights into customer preferences, it's essential to validate the findings through further analysis. This could involve:
Conducting follow-up interviews with survey respondents to gather more context around their responses.
Analyzing usage data of existing features to see how they correlate with the Kano model categorization.
Comparing the results with feedback from other sources, such as customer support tickets or social media mentions.
Assess Feasibility
After validating the customer preferences, the team should assess the feasibility of implementing the Must-be and Performance features. Factors to consider include:
Development effort and timelines
Technical complexity and risks
Resource availability (e.g., developers, designers)
Alignment with overall product strategy and roadmap
Prioritize Based on Impact
With customer preferences validated and feasibility assessed, the team can prioritize the Must-be and Performance features based on their potential impact. Factors to consider include:
Number of customers affected
Potential increase in customer satisfaction
Alignment with business goals and objectives
Opportunity cost of not implementing the feature
Sequence Implementation
Once prioritized, the team should sequence the implementation of Must-be and Performance features. This could involve:
Grouping related features together for more efficient development.
Identifying dependencies between features and planning accordingly.
Considering the impact on existing functionality and planning for any necessary updates or changes.
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