how i apply the value proposition canvas to convince my clients to invest more time in customer...
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Value Proposition CanvasHow to convince clients to invest
more time in understanding customersMatina Moreira
AgendaAbout me
Intro to Value Proposition Canvas What? Where? When? Why? How?
How I use it
About meMatina Moreiraservice designer and UX
- 1999: information architectadvertising agencies online content
- 2011: UX / service designer finance industry digital services companiesfavorite methodologies:Design Thinking, Lean UX, Design Sprint, Business Model Canvas, and Value Proposition Canvas
Mola CollectiveA Brazilian group of designers.
Founded in 2015 by Luciana, Natali and me.
Mission: to learn about design processes and tools and share them with small entrepreneurs and intrapreneurs who want to rethink their businesses.
This presentation is part of the work we do in Brazil.
Natalí Garcia
Luciana Terceiro
Matina Moreira
Value Proposition Canvas
20102014
Alexander Osterwalder
BMC (BUSINESS MODEL CANVAS)
moving ideas
helps you create
value for your
business
helps you create
value for your
customer
A powerful tool to increase empathy with your customer in order to create a more assertive value proposition.
This approach helps us to create a quick drafting of personas and solutions directly connected with customers pains, gains, and tasks.
VPC (Value Proposition Canvas)
Why understand customers?
Value Proposition Canvas
Value Map Customer Profile
Simple case study Challenge: to create a service to help senior professionals find a new job
Client: Ana, Recruiter
Potential Customers: Senior Professionals
Customer ProfileWhat functional job is your customer trying to get done?
What are the tasks to get this job done?
List everything he/she
has done in their
work life
Potential Customer: A senior professional who wants to find a new job
TIP: watch "Job to Be Done" theory, by Clay Christensen
Customer Profile
What makes your customer feel bad?(e.g. frustrations, things that give them a headache, …)
Difficulty in
prioritizing the most
relevant information
List everything he/she
had done in their
work life
Potential Customer: A senior professional who wants to find a new job
Customer ProfileWhat outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something, …)
Reactivate his/her
network smoothly
List everything he/she
had done in their
work lifeDifficulty in
prioritizing the most
relevant information
Customer Profile
Which products and services do you offer that help your customer get either a functional, social, or emotional job done?
Value Map
Personalized
curriculum
What makes your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, ...)
Value Map
A List of the skills
that are most valued
for the customer
market
Personalized
curriculum
Which outcomes does your customer expects? Which ones would go beyond their expectations? (e.g. better quality level, more of something, less of something, ...)
Value Map update their LINKEDIN
with a content creation
strategy to increase
his/her relevance.
Personalized
curriculum
A List of the skills
that are most valued
for the customer
market
It’s a match <3
update their LINKEDIN
with a content creation
strategy to increase
his/her relevance.
Personalized
curriculum
A List of the skills
that are most valued
for the customer
market
Reactivate his/her
network smoothly
List everything he/she
has done in their
work life
Difficulty in
prioritizing the most
relevant information
The FIT
Prioritize
Extract Hypotheses
Overview of the Process
Prioritize Hypotheses
Design Tests
Prioritize Tests
Run Tests
Capture Learnings
Make Progress
How I use the VPC
Starting a new project
client’s idea my timeframe run forrest run…
ASAP!
"Why do we need to speak with customers? I've been in this
market since forever. I know them. I can point every pain and everything they want for you!"
Do I have to teach them?
talking doing
Empathy
Am I really listening to them?
customers client
VPC: let it flow…
Z
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X
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Z
Y
X
Complement x Discover
script interview learning points
TIP: To do a good script, read the book Talking to Humans
Learning Points
Z
Z
Z
Y
Y
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X
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Z
YX
C
DB
A
Experience is Everything
“If our customer has different jobs to be done, pains, and
dreams, than we should re-think our product
accordingly”
KEEPCALM
AND
trust in the methodology
www.matinamoreira.com
@matinamoreira
matina moreira
Thanks ;)[email protected]
- Value Proposition Design and Business Model Generation by Alexander Osterwalder
- Alexander Osterwalder blog
- Talking to Humans - the Kindle version is only $0.99!
- Canvas and graphic related: https://strategyzer.com/platform/vpd/intro
- Icons by Gregor Cresnar from the Noun Project (Hand Business collection)
- Fonts: - Myriad Pro - Patrick Hand (Google Fonts) - Covered by Your Grace (Google Fonts)
- Images: - slide 9: http://smithery.co/making/2015-project-3-produce/#prettyPhoto/1/ - slide 11: Alejandro Escamilla at Unsplash.com - slide 32 : Design Love CO at Creative Market
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