Kano classification is a theory and principle for evaluating customer satisfaction, originally developed by Professor Noriaki Kano in the 1980s. The exact terminology differs in different presentations of the classification model, so the terms used in Agemba might be different from what you are used to.
The original theory involves a questionnaire where a representative group of customers/users/etc evaluate the user story or functionality both functionally (How would you feel about having …?) and dysfunctionally (How would you feel if the product did not have …?). These two statements are answered using a scale of five answers: I like it, I expect it, I am neutral, I can tolerate it, I dislike it. Based on these questionnaire answers the story can be categorized in one of five categories. Agemba does not handle the questionnaire part, instead you can set the resulting classification directly.
The user will not accept the product without this feature or quality, like a hotel room without a bed or hot water. It is of utmost importance to discover Must-have features, as the user often will not express these unsolicited, he expects everybody to understand that he needs this.
A Must-have classification will be the result of users answering “I expect it” to functional questions and “I dislike it” to dysfunctional questions. Must-haves are sometimes referred to as Must-be or Basic needs.
In Agemba stories can be set as Must-have using either Kano classification or the reduced Must-have classification (see circle configuration). Setting stories to Must-haves is handled in a special way, read more here.
Satisfiers are the ones, where it makes sense to talk about business value, because you can compare them with each other to evaluate which you should prioritize. They result in satisfaction when fulfilled and dissatisfaction when not fulfilled.
A Satisfier classification will be the result of users answering “I like it” to functional questions and “I dislike it” to dysfunctional questions. Satisfiers are sometimes referred to as One-dimensional.
Exciters are features that will make the users say “Wow, can you do that as well?”, so something he would not expect or perhaps even articulate. They provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled.
An Exciter classification will be the result of users answering “I like it” to functional questions and “I am neutral” to dysfunctional questions. Exciters are sometimes referred to as Attractives or Delighters.
Reverse features are the ones you should avoid. It is the the result of users answering “I dislike it” to functional questions and “I expect it” to dysfunctional questions.
Indifferent should be avoided as well – nobody cares about them. It is the the result of users answering “I am neutral” to functional questions and “I am neutral” to dysfunctional questions.
Sometimes the Questionable category is included as well. It is when the answers in the questionnaire don’t add up, e.g. if users answers both “I like it” to the functional and dysfunctional questions.