EP20: Kano Analysis: Prioritising Features by Customer Satisfaction (and Building Minimum Lovable Products)
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EP20: Kano Analysis: Prioritising Features by Customer Satisfaction (and Building Minimum Lovable Products)
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Geoff and Paul welcome listeners back to the Agile Skills Library and introduce Kano analysis, a customer satisfaction model from the 1980s by Noriaki Kano, used to support data-driven prioritisation via surveys comparing how customers feel when a feature exists versus when it doesn’t. They explain the five feature categories—threshold/must-have, linear/one-dimensional, delighted/excited, indifferent, and reverse—and use hotel-room examples (toilets and beds as threshold; bed size, Wi‑Fi speed, and room attributes as linear; anniversary card and chocolates as delighters; padded hangers and heavy bed throws as indifferent; too many pillows/furniture and unwanted items like rats as reverse). They connect Kano to release planning, arguing teams often over-focus on threshold features and should instead balance trade-offs to create a “minimum lovable product,” including knowing when not to build or when to remove backlog items.
00:00 Welcome Back Banter
01:40 Why Kano Matters
04:52 How Kano Surveys Work
06:13 Must Have Basics
07:12 Hotel Threshold Examples
08:58 Linear Performance Needs
11:20 Delighters and Exciters
15:08 Indifferent and Reverse Features
17:45 Using Kano for MVP vs MLP
21:05 Wrap Up and Next Steps