Kano classification describes the market maturity tier of an approach. It answers: what level of satisfaction is this bet targeting?Documentation Index
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The three tiers
Must-have
Table stakes. Causes dissatisfaction if absent, no delight if present. Users expect this — they won’t thank you for it, but they’ll leave without it. Examples: Basic authentication, terms of service page, data export, error messages.Incremental
More is better — each improvement adds proportional value. The user notices and appreciates each step up, but there’s no surprise. Examples: Faster load times, more storage, better search results, self-serve billing.Delighter
Unexpected and disproportionately satisfying. Users didn’t know they wanted this. When it lands, it generates word-of-mouth and loyalty. Examples: AI-assisted planning, proactive coaching, one-click import from existing tools.The car window example
The classic Kano illustration: car windows.- Must-have: The window opens and closes (manual crank)
- Incremental: Power windows (each car gets them, each is a step up)
- Delighter: Auto-close on rain detection (nobody expected it, everyone loves it)
Why it matters for planning
A healthy product has a mix of all three tiers:- Early stage: Cover must-haves first, then sprinkle delighters to differentiate. Skip incremental — you don’t have enough users for linear improvements to matter.
- Growth stage: Backfill incremental improvements. Your must-haves work, your delighters attracted users, now the incremental work retains them.
- Mature stage: Must-haves are commoditized, incremental is the baseline. New delighters are your competitive edge.