When designing for multicultural families, I realized that not all features are equally important. Some are essential, while others add unexpected delight. That’s where the Kano Model changed everything.
In UX research, understanding what features users truly need versus what they merely like is critical for prioritization. While working on a project focused on multicultural childcare solutions, I used the Kano Model to design a survey that uncovered users’ expectations, helping to differentiate between essential, performance-driven, and delightful features.
Why the Kano Model? Traditional surveys often ask users to rate features on a linear scale, but the Kano Model takes it a step further by categorizing features based on their impact on user satisfaction. It classifies features into:
Basic Needs (Must-Haves): Features users expect. If missing, dissatisfaction is high.
Performance Needs (Linear Satisfaction): The more, the better.
Excitement Needs (Delighters): Unexpected but highly appreciated features.
By applying this model, I ensured that the digital solution I was designing didn’t just check off functional requirements but also created moments of delight for users.
How I Designed the Kano Survey
Feature Selection — I shortlisted potential features based on prior research, usability pain points, and competitor analysis.
Dual Questioning Approach — The Kano survey structure required users to answer two key questions for each feature: (How would you feel if this feature were present? How would you feel if this feature were absent?)
Categorizing Responses — Based on user responses, I categorized each feature into Must-Have, Performance, or Delighter.
Prioritization Framework — The final insights helped me prioritize what had to be in the MVP and what could be phased in later.
Key Findings & Takeaways
After analyzing user responses using the Kano Model, I categorized and prioritized features based on their impact on user satisfaction. The table below highlights the features ranked by importance, showing the percentage of respondents who valued each feature and its relative priority in the MVP roadmap.
Must-Have: Parents expected language translation tools — without them, the app wouldn’t be usable.
Performance Needs: Shared scheduling features had a direct correlation with user satisfaction — the better they functioned, the happier the users were.
Delighters: Unexpectedly, users loved the idea of cultural storytelling features that helped families maintain their heritage through bedtime stories and traditions.
Impact on Design & Decision-Making
This methodology shifted the way I structured feature prioritization. Instead of relying on intuition, I had data-backed justification for every design decision. It ensured that resources were allocated efficiently, focusing on features that would have the highest impact.
The Kano Model is an incredibly powerful tool for UX research, allowing teams to separate what users expect from what truly excites them. By incorporating this approach, I transformed a simple feature list into an actionable roadmap aligned with user needs.
Would I use it again? Absolutely. Whether refining an existing product or developing a new one, Kano helps eliminate guesswork and ensures that UX decisions are driven by real user expectations.
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