Kano is a product development theory that classifies features into five simple areas to aid prioritisation. By classifying functionality and design aspects into these five categories designers can deliver tangible innovation effectively.
- MUST HAVE – These are what you would describe as the minimum expected functionality… or minimum viable product. Users take these functions for granted, but disappointed if they are absent.
- ONE DIMENSIONAL – These are features that are received differently by user depending upon how well (or badly) they are implemented. Users will likely be excited if they are implemented well and disappointed if they are not.
- ATTRACTIVE – These are features that are unexpected. Users of the property will be excited if they are present, but not disappointed if they are absent from the build.
- INDIFFERENT – These are features that will neither excite nor disappoint the portals user. In other words, they are boring.
- REVERSE – These are rather divisive. The reception to them depends upon the individual portal user. When present some users will love them, others will be somewhat disappointed.