KANO Framework

In the dynamic world of product management, meeting customer expectations and delighting users are crucial for success. The KANO framework, a powerful tool in product development, aids product managers in understanding customer preferences and prioritizing features that generate maximum satisfaction. This methodology helps differentiate between basic requirements and features that create a wow factor, enabling product managers to make strategic decisions and craft exceptional products. In this article, we will delve into the concept of the KANO framework, its definition, key principles, and its significant impact on product development. By the end of this article, you will recognize the power of the KANO framework in elevating product excellence.

The KANO framework, developed by Dr. Noriaki Kano, is a model that categorizes product features based on their impact on customer satisfaction. It identifies five types of features: Must-Have, One-Dimensional, Attractive, Indifferent, and Reverse, allowing product managers to understand how each feature influences user satisfaction.

Key Principles

  1. Feature Classification: The framework classifies features into five categories based on their effect on customer satisfaction, guiding product managers in prioritizing development efforts.
  2. Customer-Centricity: KANO emphasizes the importance of understanding customer needs and preferences, ensuring that products are tailored to exceed customer expectations.
  3. Differentiation Strategy: The framework assists in creating a differentiation strategy by identifying features that provide a competitive advantage and delight customers.

Implementation Process

  1. Customer Surveys: Product managers conduct surveys and interviews to gather customer feedback, understanding which features are essential and which ones create delight.
  2. Feature Prioritization: Based on the survey results, they classify features into KANO categories to prioritize development efforts effectively.
  3. Iterative Development: Using the KANO model, product managers continuously iterate and refine the product, focusing on delighting customers and enhancing overall satisfaction.

Real-World Examples

  1. Apple iPhone: Apple’s introduction of Face ID for unlocking iPhones exemplifies the KANO framework. Face ID added an attractive feature that delighted customers and set the iPhone apart from its competitors.
  2. Amazon Prime: Amazon Prime’s two-day shipping is a classic example of a One-Dimensional feature that significantly contributed to customer satisfaction and loyalty.


The KANO framework is a valuable tool for product managers seeking to create products that go beyond meeting basic requirements. By classifying features into KANO categories, product managers can make informed decisions and focus on delighting customers, leading to product excellence and increased customer loyalty.