value proposition design. create products that drive people crazy
TRANSCRIPT
Value Proposition DesignCreate products that drive people crazy
Nicola Mattina [email protected] http://stamplay.com
Business Model CanvasValue Proposition Canvas Customers’ segmentation Competing solutions Understanding customers
http://grasshopperherder.com/business-model-canvas-for-user-experience/
http://bmimatters.com/2012/04/10/understanding-facebook-business-model/
http://bmimatters.com/2012/05/16/understanding-linkedin-business-model/
http://bmimatters.com/2012/02/18/understanding-twitter-business-model-design/
http://bmimatters.com/2012/03/24/understanding-the-business-model-of-a-bank/
Business Model Canvas
Value Proposition CanvasCustomers’ segmentation Competing solutions Understanding customers
Problem-Solution Fit Problem-Market Fit Business Model Fit
Jobs describe the things your customers are trying to get done in their work or in their life.Pains describe
anything that annoys your customers before, during or after trying to
get job done.
Gains describe the outcomes and benefits
your customers want.
Learn product design and development.
Risk of getting stuck in career or of
jeopardizing it.
It will help with promotion and pay
rise.
A list of what you offer.
Pain relievers describe how exactly your product and services alleviate a specific customer pain.
Grain creators describe how you intend to produce outcomes and benefits that your customers expect.
A workshop on product design and development.
The workshop is recognized by HR department of the company.
Customers will work on their product design needs.
Business Model Canvas Value Proposition Canvas
Customers’ segmentationCompeting solutions Understanding customers
get entertained
share with someone relax
escape real life
comfortablefriends’ reviews
not expensiveorganizing in advance
limited options
long commute
bad parking not able to get babysitter
expensive
Moviegoers
occupy kids
relax during busy
weekends
safe environmentaffordable
for groupskids are happy
and calmright length of time
manage kids’ attention
not all kids are happy
noise in the room
share moments of
fun
connect with each other
both enjoined moment
lead to great conversation
not able to get babysitter
not intimate enough
waiting in line
Business Model Canvas Value Proposition Canvas Customers’ segmentation
Competing solutionsUnderstanding customers
movies on big screen
advanced online booking
movie website
big scree and surround
duo seatsshare
moments of fun
connect with each other
both enjoined moment
lead to great conversation
not intimate enough
waiting in line
movies home rental
instant access
home comfort
largest library
control experience
dinner in town
intimate setting
ideal for conversation
share moments of
fun
connect with each other
both enjoined moment
lead to great conversation
not intimate enough
waiting in line
spa for two
stress relief
ideal for conversation
choose time to go
Business Model Canvas Value Proposition Canvas Customers’ segmentation Competing solutions
Understanding customers
Data Detective
Build on existing work with research.
Google Trends Google Keyword Planner Stats from government Third party research report Social media analytics CRM analytics …
Journalist
Talk to potential customers as an easy way to gain customer insights.
1. Create a customer profile 2. Create an interview outline 3. Conduct the interview 4. Capture insights 5. Search for patterns
Anthropologist
Observe potential customers in the real world to get good insights into how they really behave.
1. Stay with your customers 2. Observe your customers 3. Take notes 4. Search for patterns
Impersonator
Spend a day ore more in your customer’s shoes and draw from your experience.
1. Experience jobs, pains and gains 2. Take notes 3. Search for patterns
Co-creator
Integrate customers into the process of value creation to learn with them.
1. Choose a brainstorming format 2. Bring your customers in a room 3. Work together to achieve a task 4. Observe 5. Search for patterns
Scientist
Get customers to participate in an experiment and lear from the outcome
1. Formulate hypothesis 2. Prepare a test 3. Execute the test 4. Analyze data 5. Is your hypothesis confirmed or falsified?