In the emerging global electronic market, the creation of customer centered websites will become increasingly important. This paper uses Kano's Model of Quality to develop a conceptual framework for investigating features in the web environment that satisfy basic, performance, and excitement needs of potential customers. The researchers classify features commonly used in the web environment according to Kano’ s three quality dimensions for products and services. Plans to empirically test this conceptually based classification are forthcoming. Among the possible implications and contributions of this research are the differentiation of web design features that customers take for granted from those that add value in the performance of web specific tasks and those that generate delight, motivation, and loyalty of website users.