Kano Model - Invest in Customer Delight

The Kano Model describes the relationship between the investment in a product and customer satisfaction.


  • Performance Payoff: In general, more investment in (the right areas of) your application will increase customer satisfaction.
  • Basic Expectations: If your application sets user expectations by making a promise, then you must invest in meeting this expectation or risk frustrating your customers. However, meeting expectations won’t necessarily inspire delight.
  • Excitement Generators: To increase delight, strive to “under promise and over deliver”. The classic example of this is Zappos, which may promise 4-5 day delivery, but ship the item much faster.
  • Change: Realize that over time and industry adoption, delight may eventually turn into basic expectations.

Kano Model: a tool to predict user satisfaction