The 3 qualities of a great product

There are 3 main qualities that make a great product, according to the Kano model. Each of these 3 qualities speaks to a distinct response we can observe in users to the way a product behaves. If one of these qualities is neglected in the product development process, then we risk creating a lack-luster offering which is not likely to be competitive or profitable.

Created by Dr. Noriaki Kano in 1984, a professor of quality management at the Tokyo University of Science, the Kano model suggests that there is a way to map out the investment put into product features & functionality against measures of customer satisfaction.

Fig A

A trend emerges when these three qualities are plotted onto a graph with two axes: x = Product Function and y =Customer Satisfaction

Product Function is simply whether or not the features of a product work as intended. It’s a measure of affordances being given to the user, and in a way, it’s also a measure of the investment being made into the product. Maintaining and improving product functionality is a direct reflection of the investment being made by the team.

So what are these three qualities, and what do they mean?

1. Threshold Qualities (Basics)

“The product behaves in a way I expect”

Threshold qualities are the features that are expected in a product. They are must-be features that make the product functional at the minimum, and so you won’t usually hear customers rave about these features to their family and friends. Without these attributes, the product would simply be incomplete. If this product is introduced to people without examining these features first, it may not even be possible to enter the market. In product design terms, Threshold qualities would make up your minimum viable product. Let’s take a toothbrush, for example, A stick with a handle and a working end with bristles, small enough to fit in the mouth and at the bare minimum, can brush teeth. Nothing fancy, no-frills — it just gets the job done.