Product Prioritization with Kano method

By Andy Sio
August 1, 2017

How to build a product customers love with Kano model

When delivering a product, teams are usually focused on getting a good mix of quality and effort. However, they might spend months and even years on a high-quality stuff - but no one needs it after all. How to build a product that people will buy and use for sure? Kano method with his product prioritization matrix will help you.

Categorize features according to the impact they have on customers with Kano method

There is a conventional belief that every product improvement increases customer satisfaction. Japanese Professor Noriaki Kano questioned this way of thinking. He was studying quality control and customer satisfaction for years and proved that fewer things might be better when delivering a successful product.

First off, Kano noticed that *different features have a different impact on customers. Thus, according to Kano method, there are things that meet their basic expectations*, and they even don’t think about them. For instance, let’s take an example of a hotel. Choosing a room, people by default expect to have Wi-Fi or hot water, and they won’t describe it as something outstanding, but lacking it, they will definitely leave negative references everywhere they can.

On the other hand, Kano method notes that some features like a good cuisine at a restaurant downstairs satisfy hotel visitors, and others delight them. For instance, a portion of fresh fruits on a table.

However, do people need a barbecue place if they come for one night only, during their business trip? There is a simple name for features that leave people indifferent - wasters.

Therefore, when you want to launch a successful product, you should concentrate on basic expectations first, then delighters, and finally - get rid of time-wasters.

Use a 4-quadrant product prioritization matrix for efficient decision-making

Although it sounds nice and simple, you might be curious how to prioritize all features you have in mind. According to Kano method, you can do it with an easy-to-use product prioritization matrix.

It should contain only four quadrants: Must-Be (basic expectations), Performance (bring additional value), Attractive (might open more room for customer satisfaction), Indifferent (neither bring value or harm).

Kano model built with Strategic Quadrant

When building a product, you should gather all your ideas and split them into four groups according to Kano method. Then you will spot your priorities easily. You will be able to share your vision with a team and assign coworkers to tasks that really matter.

The easiest way to make a Kano model is to use sticky notes or a table. However, it might be inefficient, especially when you’d like to collaborate with a team or share your model.

Strategic Quadrant offers a simple tool for building a product prioritization matrix. You can organize all features on Kanban boards. Then you estimate value and impact of each feature - and get a Kano model with a click. You can share it with everyone, download for a visual report and edit at any time.

Kanban boards for product priority matrix in Strategic Quadrant

See Kano Model Example for a HR Management System Evaluation

If you want to build a product that will bring value to customers, it’s important to categorize all features you have in mind and prioritize them. Kano method and a product prioritization matrix is a simple way to find what to build first. Create it for free with Strategic Quadrant - and deliver successful product.

comments powered by Disqus