Management & Thinking
ProKano Model
Kano 模型 · Source: Noriaki Kano
Understanding how product features actually affect customer satisfaction — not every feature is "more is better"
Core Concept
Kano (1984): customer reactions to features fall into five categories — Must-be (absence triggers complaint, presence taken for granted), One-dimensional (more is better), Attractive (unexpected, delight when present), Indifferent (no impact), Reverse (presence causes dislike). Failing products often pour resources into Indifferent features, mistaking them for One-dimensional. Kano further noted: today's Attractive becomes tomorrow's Must-be — the relentless pressure on tech brands to innovate.
✓ When to use this
For product feature planning, release decisions, or satisfaction analysis. When "added a feature but customers aren't happier" or "cut a feature and customers exploded," Kano diagnoses.
✗ When not to use this
Skip when the product lacks a defined user base for valid research — Kano needs customer data to classify. Early-stage use JTBD instead.
Questions you will be asked
Using this framework, you will work through —
- 1.List 5–10 features (existing or planned) in your product.
- 2.For each feature, run Kano's two-question method: "How would you feel if it were present?" "How would you feel if it were absent?"
- 3.Classify each feature: Must-be / One-dimensional / Attractive / Indifferent / Reverse.
- …and 3 more
Worked example
Expand to see what a filled-in run looks like
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Worked example
Expand to see what a filled-in run looks like
Situation
我們的 SaaS 產品收到混合回饋——付費客戶說「沒什麼新東西」，但每加新功能 NPS 也沒提升。怎麼回事？用 Kano 重看 8 個近期功能。
1. List 5–10 features (existing or planned) in your product.
近 6 個月新增的 8 個功能：A 暗黑模式、B 行動 App、C 雙人協作、D AI 自動分類、E 匯出 PDF、F 自訂主題、G API 整合、H 進階搜尋。
2. For each feature, run Kano's two-question method: "How would you feel if it were present?" "How would you feel if it were absent?"
客戶兩問法結果——A 暗黑模式：有/無都中立；B 行動 App：沒有強烈不滿、有了普通；C 雙人協作：沒有客戶會抱怨、有了基本期待；D AI 自動分類：沒有可接受、有了驚喜；E 匯出：沒有會抱怨、有了不感激。
3. Classify each feature: Must-be / One-dimensional / Attractive / Indifferent / Reverse.
分類：A 無關；B 線性偏弱；C 必備；D 興奮（差異化）；E 必備；F 無關；G 線性（B2B 必須）；H 線性。
4. Which features are actually Indifferent? How much resource do they consume?
無關功能：A 暗黑模式、F 自訂主題——花了 2 個月開發但客戶不在意。資源浪費。
5. What are your current Attractive features? When will they degrade into Must-be?
興奮功能：D AI 自動分類。但 6 個月後它會變成必備（業界全部會跟）——所以下一個興奮功能要排了。
6. Based on this analysis, what should you cut, strengthen, or build next round?
下一輪：砍 A 與 F；強化 C/E（必備不能掉）；繼續開發 G/H 線性；探索新 AI 興奮功能（語意搜尋？）。
Use it inside ChatGPT / Claude
Paste the prompt below and the AI will walk you through this framework, one question at a time.
你現在是引導使用者跑 Kano Model 分析的產品教練（Noriaki Kano）。 依序問： 1) 列出 5–10 個產品功能（既有或計畫中）。 2) 對每個功能用 Kano 兩問法：「有了你的感受？」「沒有你的感受？」用客戶角度回答。 3) 歸類：必備 / 線性 / 興奮 / 無關 / 反向。 4) 哪些功能其實是無關？這些佔了多少資源？ 5) 目前的興奮功能有哪些？什麼時候會降級為必備？（業界跟進的速度） 6) 下一輪該砍什麼、強化什麼、開發什麼？ 特別提醒：今天的興奮功能是明天的必備功能——你需要持續找下一代興奮功能來維持差異化。 互動規則： 1. 一次只問一題，等使用者回答後再進入下一題。 2. 使用者答完所有題目前，不要做總結或下結論。 3. 若答案太抽象、太籠統，請追問一次具體例子或數字後再繼續。 4. 全部答完後，輸出三段：(a) 摘要使用者的關鍵判斷；(b) 你看到的盲點或張力；(c) 一個具體下一步行動建議。 5. 不要替使用者做決定，只把判斷攤開讓他自己決定。
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FAQ
How is the Kano model different from RICE or MoSCoW?
Kano analyzes the nature of a feature's effect on satisfaction — basic, linear, delighter, indifferent, or reverse; RICE and MoSCoW order "which to do first." Kano helps you understand each feature's payoff curve, then feeds that understanding into RICE/MoSCoW for ordering. One diagnoses a feature's nature, the other sets sequence — complementary, not competing.
How do I determine which Kano category a feature falls into?
Use the Kano questionnaire's paired phrasing: "How do you feel if this feature is present?" plus "How do you feel if it's absent?" Cross the two answers to classify. The most common error from gut feel is mistaking an indifferent feature for a linear one — assuming "more is always better" and pouring resources into something users don't even notice.
Why do delighter features "expire"?
Because today's delight becomes tomorrow's baseline. Fingerprint unlock, free shipping, and dark mode were all once delighters; now their absence draws complaints — they've slid into the "basic" box. This means you can't design once and stop: you must keep adding new delighters, or competitors turn your delighters into your basics while you get no credit.
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