Using The Kano Model To Prioritize Product Development

Product owner has to prioritize different user stories so they need to use some method
or model to do it.

Another dimension a product owner should know is expected customer satisfaction.
Satisfaction with developed feature or story.

Mr. Noriaki Kano developed Kano model as valuable technique helping to recognize that.

The model was developed by Noriaki Kano in the 1970s and 1980s while studying quality
control and customer satisfaction. It challenges the conventional belief that improving every
an aspect of your product or service leads to increased customer satisfaction, asserting that
improving certain aspects only serves to maintain basic expectations, whereas improving other
aspects can delight customers with less effort

Applying this method the product owner can identify importance of stories by asking
questions like these:

Is the feature mandatory? We will not earn additional revenue once
we have it but without it the product doesn’t fulfill existence principles.

Having a feature, will customer say: “Hey, that’s nice! I like this approach and it
seems to be really helpful.” This feature is excitement. It is a possible differentiator.

Well, guys  improved a performance of the application. This is valuable.
Comparing to other products, this product is one I would like to use.

Hmm, this feature is indifferent. It doesn’t matter if this feature is or
is not implemented. If the vendor provides it, ok, I accept it. If it’s not implemented, no problem then.

This feature is really questionable. I am not sure if I am going to pay
for the product with such feature. It will probably slower me. Also, I assume it will complicate
usability in my company. Let’s think about a different  product.

Oh no! Not the feature like that. You are kidding. This feature reverses me to really find a different product.

Such perspective is a great way to identify priorities in a complex backlog.


Mario Lucero

Mario Lucero

I am all about helping companies to adopt agile as methodology in Chile. Why? I believe many organizations think that agile is not for Chilean companies because of Chilean culture is totally different from i.e. USA culture but I worked with Chilean professionals who after using agile realized it is feasible to implement it. Agile works in small and large projects and there are many evidences which demonstrate this.


  1. Mario,

    I’m a fan of this work and use it in conjunction with prioritization games with the customer. As a product owner, have you used this with your customer or as an internal tool for product owners that are supposed to already know their customer? (by customer I mean end user, not stakeholder). I’d like to hear your thoughts.

    Scotty recently posted…Perception-Is a choiceMy Profile

    1. Hi Scotty

      I have never worked as Product Owner but I would like to know about prioritisation games to suggest to my Product Owners.

      Can you let me know any games, please?



      PS Feel free to send me a request on Linkedin

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