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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