Prioritizing Credit Card Features Using the Kano Model
Key Takeaway
The Kano analysis gave the client clarity on which features to focus on for maximum customer satisfaction and market differentiation.
Client
A modern financial app bridging prepaid credit and savings tools for young professionals.
Project Scope
Prioritized features for the client's upcoming Mastercard Flex product using the Kano methodology.
Challenge
The client needed to identify which card features would resonate most with users and drive adoption, balancing functionality and innovation.
Approach
Feature Evaluation Framework: Assessed 18 potential card features, categorizing them into Mandatory, Performance, Delighters, or Indifferent categories to prioritize development efforts.
Scenario-Based Survey Design: Conducted a survey with over 300 respondents to evaluate responses to functional and dysfunctional scenarios for each feature.
Segment Preference Analysis: Identified differences in feature preferences across user segments, including the client’s primary audience, to provide focused insights.
Results
Highlighted key features such as 0.5% cashback (Performance) and customizable card designs (Delighters) to prioritize.
Provided clear recommendations for feature prioritization, aligning with user preferences and product strategy.
