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Free interactive learning tool

The Kano Curve

Place features on a Kano chart, watch the customer reaction change, then move time forward to see why today's delighter becomes tomorrow's basic expectation.

Kano model

How customers feel as execution improves

Drag a card onto the chart or select a card and use the placement buttons. The model is qualitative: it helps teams discuss customer expectations, not compute a perfect roadmap.

0 of 6 placed
Kano curve chart A chart with fulfillment from absent to excellent on the horizontal axis and customer satisfaction from frustrated to delighted on the vertical axis. Basics Performance Delighters Fulfillment: absent to excellent Customer satisfaction Delighted Frustrated
Pick a feature

Customer reaction appears here as you classify features.

Today

Basics prevent anger

If a basic is missing, customers complain. If it is present, they rarely praise you. It buys permission to compete.

Performance scales

More speed, capacity, reliability, or accuracy usually creates more satisfaction. These features are easier to compare.

Delighters decay

Novel features create surprise until competitors copy them and customers start expecting them by default.

Use it before the roadmap fight

Kano helps separate three conversations that often get mixed together: which features are table stakes, which improve measurable preference, and which might create memorable advocacy.

Questions to ask

  • Which basics are so expected that customers only notice failure?
  • Which performance attributes can we keep improving and measuring?
  • Which delighters are temporary, and when will they become normal?