Five Kano Categories
Classify each feature as Must-Be, One-Dimensional, Attractive, Indifferent, or Reverse to communicate the full range of customer expectations at a glance.
Kano Model Chart
Free Online Kano Model Chart Maker
What is a Kano Model Chart?
A Kano Model Chart maps product features onto a two-dimensional grid using functionality (how fully a feature is implemented) on the X-axis and customer satisfaction on the Y-axis. Features fall into five categories — Must-Be, One-Dimensional, Attractive, Indifferent, and Reverse — revealing which features delight users, which are expected, and which may actively frustrate them. Product and UX teams use Kano analysis to prioritize their roadmap and avoid over-investing in features that won't move the satisfaction needle.
Key Features
Satisfaction vs. Functionality Grid
Plot features on a 2D scatter grid where position instantly signals whether a feature is a baseline requirement, a performance driver, or a potential delight.
Category Reference Curves
Overlay the characteristic satisfaction curves for each Kano category so stakeholders can interpret cluster positions without needing background in the model.
Color-Coded Feature Groups
Assign distinct colors to each category — and override per feature — so your chart stays readable even with a dense feature set.
Labeled Data Points
Show feature names directly on the chart so viewers never have to cross-reference a legend to understand what each dot represents.
AI-Powered Feature Mapping
Describe your features in plain text and let the AI assign Kano categories, functionality scores, and satisfaction scores instantly.
Best For
Product roadmap prioritization
Feature backlog triage
Customer satisfaction research presentations
Agile sprint planning workshops
SaaS and app feature strategy
UX research stakeholder reports
When to Use
- When deciding which features to build, cut, or defer in the next sprint
- When you have survey or interview data on how customers react to feature presence vs. absence
- When you need to distinguish between baseline requirements and competitive differentiators
- When presenting feature strategy to executives or clients who need a visual rationale
- When comparing your feature set against competitor offerings and customer expectations
- When a flat prioritization list fails to capture the nuance of customer delight
Common Mistakes
- Swapping the axes — functionality belongs on X, satisfaction on Y
- Classifying all features as 'Attractive' without survey or interview evidence to back it up
- Plotting fewer than five features, which makes the category distribution meaningless
- Ignoring 'Must-Be' features in roadmap planning because they don't excite customers
- Treating 'Indifferent' features as candidates for further investment
- Omitting category curves, leaving viewers unable to interpret where clusters sit relative to the model
Templates
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