the kano model
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The Kano model
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The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano.
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Delighful feature
Hygiene feature
Linear feature
Source: Prof. Noriaki Kano
Delightful feature: an attribute that people love but do not know to expect.
Linear feature: one that people expect and the more one gets the better.
Hygiene feature: a must-have. People not only expect these - they depend on them.
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Delighful feature
Hygiene feature
Linear feature
Source: Prof. Noriaki Kano
Eg. car: satellite navigation with real-time traffic and self-driving function
Eg. car: better and better fuel economy, lower operating costs
Eg. car: it works without problems, long warranty
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Most companies compete in the two lower categories, and face incredible downward price pressure.
Delighful feature
Hygiene feature
Linear feature
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To deliver an outstanding customer experience, stand out in the top category. The only area not competing on price.
Delighful feature
Hygiene feature
Linear feature
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CARS PHONES COFFEE SHOP YOU
Delightful feature
Self-drivingSeamless
integration w/devices
Valueing repeat customers w/no
sign-up?
Linear feature
Amazing fuel economy
Long battery lifeSpecial offers and
comfy seating?
Hygiene feature
Excellent build quality
Apps and camera600 kinds of fancy coffees
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IDENT O
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O
YOU!
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Don’t worry. You can service design one.