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UX & UI Explained: Kano Model

The Kano model is a theory for product development and customer satisfaction developed in the 1980's by Professor Noriaki Kano, that classifies features into five areas to aid prioritisation.

This theory supports 5 main areas which are:

Must have features are the minimum expected functionality; Costumers will take them for granted. They will not be excited about them if they are present, but they will feel disappointed if they are absent.

One-dimensional features are received differently depending on how well they are implemented. Users can be excited if they are well implemented but disappointed if not.

Attractive features are most of the times unexpected so the users will be excited by seeing them, but not disappointed if they are absent.

Indifferent features will neither excite or disappoint the users.

Reverse features are a bit divisive. Their reception depends of the individual user needs and/or desires. You can have users excited or disappointed.

Graphical view of how the Kano Model works.

In conclusion, if you classify features into these 5 categories, you will be able to meet the basic needs and deliver delightful innovation without scaring the users. This theory can also be used to measure the shift of the features over the time, as innovative features are becoming a basic need on the products developed these days.

Hope you enjoyed and thank you very much for reading!



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Tiago Alexandrino

Tiago Alexandrino


A human being. Portuguese UX/UI & Product Designer at GOMA Development, with over 10 years of experience in the graphics area.