The KANO Model – The Product Pimp’s Guide to Understanding What Customers Really Want

Alright, fam, let’s talk about the Kano Model. If you’re out here building products like a true Product Pimp, you gotta know what really gets your customers feeling it. It’s not just about adding a bunch of features and calling it a day. Nah, we’re talking about understanding what your customers actually need—what will make them loyal, what will surprise them, and, just as importantly, what they could care less about.

Why It Matters – It’s About More Than Functionality, Baby

A product isn’t just a tool—it’s an experience. The Kano Model tells you that it’s not all about what your product does; it’s about how it makes your customers feel. Sure, the product has to work, but if you’re not creating a vibe, if you’re not sparking some excitement, then what’s the point? You want people to love your product, not just use it. This model helps you figure out what gets customers hyped, what they expect, and what’ll make them say, "Damn, that was slick." Now let’s break down the four types of features you need to pay attention to:

Must-Haves – No Questions, No Complaints

These are the essentials. The bare minimum. If you don’t have these, your product’s dead on arrival. Think of it like the foundation of a house—if the foundation’s weak, everything else crumbles. Must-Haves are features your customers expect no matter what. They won’t give you any credit for it, but if you don’t deliver, they’re out. For example, in a messaging app, Must-Haves might be basic functions like sending and receiving messages. People expect that to work, so if it doesn’t, they’re gonna bounce fast. You can’t charge extra for Must-Haves—they’re just the price of entry. Keep ‘em solid, but don’t expect any extra love.

Wants – Nice-to-Have, But Not Deal Breakers

Wants are features that your customers would love, but they can live without if they had to. These aren’t make-or-break, but if you give ‘em to your customers, they’re gonna be like, “Damn, that’s sweet!” These features can definitely bump up satisfaction and make your product look extra slick, but if they’re missing, your customers aren’t gonna storm off in rage. Think of it like this: Wants are the icing on the cake. They make the experience better, but they’re not essential to its existence. For example, in a photo app, a nice Want feature might be the ability to add filters or stickers. It’s fun, it adds to the vibe, but if it’s not there, your users won’t be losing sleep over it.

Exciters – The "Holy Sh*t!" Features

Exciters are game-changers—the wow factors. The features that your customers didn’t even know they needed, so when they get them, it’s like the heavens open up. These features make people sit up, take notice, and get genuinely excited about your product. When you drop an Exciter, it’s like giving them a present they didn’t ask for but love anyway. For example, imagine your weather app suddenly gives them a hyper-personalized forecast based on their location and mood. Out of nowhere, you’re hitting them with something they weren’t expecting, and that’s the kind of feature that’ll make them tell all their friends, “You gotta check this out.”
Exciters are the features that separate the “meh” products from the game-changers. When you drop these, people will be talking about you for days.

Indifferent Features – The ‘Who Cares?’ Section

Now, let’s get real: Indifferent Features are the features your customers don’t give a damn about. No one’s getting excited, no one’s complaining, it’s just kind of there. It’s like the fluff you threw in just to have more stuff. Sure, they’re functional, but they don’t drive loyalty, excitement, or satisfaction. If your product’s full of these, you’re doing it wrong. An example of an Indifferent Feature could be adding a custom theme to an app that most people never use or notice. People might not even know it exists. These features don’t really move the needle—they just take up space. Indifferent Features are distractions, not value adds. Keep ‘em to a minimum unless you’re adding something that actually resonates.

Using the KANO Model – Prioritize Like a Boss

Here’s how you use the Kano Model to dominate: Focus on Must-Haves first. Get them right. No Must-Haves? You’re done before you start. Add Wants to keep people engaged and coming back for more. These are your bread and butter. Drop Exciters when you want to blow their minds and make ‘em fall in love with your product. These features create that loyalty that lasts. Cut out Indifferent Features—don’t waste time and energy on stuff people don’t care about. It’s all about what makes them feel something.

Bottom Line, Pimp: The Kano Model isn’t just about ticking off boxes—it’s about creating experiences. It helps you understand what will make your customers really love you and what you can leave behind. Get the balance right, give them what they need, sprinkle in some excitement, and always avoid the fluff. Because in the end, a true Product Pimp doesn’t just build products—they build emotions.

The How to Kano Model Process – The Product Pimp’s Playbook for Getting Inside Your Customer’s Mind

Alright, Product Pimp, if you’re not using the Kano Model to understand what your customers really want, you’re out here guessing. The Kano Model is all about categorizing customer preferences and knowing which features will blow them away, which ones they’re cool with, and which ones are just nice to have. It’s about building a product that resonates with your users and gives them the experience they crave. But how do you know which features belong in your product? That’s where the Kano Model comes in. You need to ask the right questions to figure out what makes your customers tick, and that’s what the Kano survey is all about. Let’s break it down so you can prioritize like a boss.

The Functional Question – The "Good Vibes" Question

The functional question is the first one you drop on your customers. This is the one where you ask how they feel if the feature is there. This helps you gauge how much the feature will add value when it’s part of the product. You’re basically asking, "How would you feel if we added this feature to your life?" Here’s the question: “If you have [this feature], how do you feel?” I like it – This feature’s a game-changer for them. I expect it – This is something they assume will be there. Basic stuff. I am neutral – Meh, it’s not making a big impact either way. I can tolerate it – They’re not thrilled, but it’s not ruining their day either. I dislike it – They straight-up hate the feature. Get rid of it.

The key here is understanding the emotional value a feature brings. If they “like” it, it’s something that enhances their experience. If they “expect” it, that’s a basic feature that shouldn’t be overlooked but doesn’t create excitement. Anything in the neutral or dislike range? It’s time to rethink it.

The Dysfunctional Question – The "What If It’s Gone?" Question

Now, the dysfunctional question flips the script. This is the one where you ask your customers how they feel if the feature is missing. You want to know: How important is this feature if it’s not in the product? Here’s the question: “If you do not have [this feature], how do you feel?” I like it – They’d be super bummed if it’s gone. This feature’s crucial. I expect it – Again, it’s just expected. They won’t be excited, but they’ll be annoyed if it’s missing. I am neutral – No real difference in experience if it’s gone. I can tolerate it – They can survive without it, but don’t expect them to be happy. I dislike it – They’re glad it’s gone. Time to ditch this feature. This question tells you if a feature is vital or just some fluff. If users expect it, you’re in basic-feature territory. If they like it or dislike it, then you’ve got a feature that either needs to stay or needs to be removed.

The Importance Question – How Critical Is This to My Users?

Next up, the importance question gets straight to the heart of what’s critical to your users. You’re asking them to rate how much this feature matters to them in the grand scheme of things. Here’s the question: “How important is it that you are able to [do the thing the feature allows you to do]?”
You give them a scale from 1 (Not at All Important) to 9 (Very Important).
This one is key because it tells you what features will drive customer satisfaction and should be prioritized. If something’s rated a 7-9, that feature is critical and should be top of the list. Anything below a 5 means it’s low priority, and you might want to rethink its place in your roadmap.

Plotting It All Together – Visualizing the Power of Your Data

Now that you’ve got all the answers, it’s time to plot the data in a table. This is where the real magic happens, Product Pimp. You take all the scores from your functional, dysfunctional, and importance questions and plot them to see how your features stack up. You’re looking to see which features are must-haves (big impact and importance, low dysfunction), which ones are nice-to-haves (high importance but only moderate impact), and which ones are just wasting space (low importance, high dysfunction). When to plot your results: se this to get the big picture and guide your decision-making. The chart helps you visually see what matters most to your customers and what needs to be scrapped or reworked.

Bottom Line, Pimp:

The Kano Model is your blueprint for designing user-centered features that hit the mark every time. By asking the right questions (functional, dysfunctional, and importance), you’re getting direct insight into what your customers actually care about. Plot those results, get the data, and prioritize like a boss. Make sure your product is packed with features that wow your users, and leave the rest behind. Get ready to create a product that your customers will love, and that’ll have them coming back for more. Because in the end, a true Product Pimp always delivers what the customer wants—and then some.

Key Metrics → The Pulse

Every business needs to know if it’s alive and thriving. The Pulse tracks the health of your product in real-time. These metrics are your heartbeat. If your Pulse is strong, your product’s thriving; if it’s weak, you better check yourself before you wreck yourself.