How to  empathy_map_and_pretotype_businessmodels_uxstories_dk
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How to empathy_map_and_pretotype_businessmodels_uxstories_dk

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How to use the BMG - Empathy map tool to understand elements of the BMG. And how to use pretotyping to understand if your business model are going to work in the market..

How to use the BMG - Empathy map tool to understand elements of the BMG. And how to use pretotyping to understand if your business model are going to work in the market..

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  • What jobs do our customers need to get done, and how can we help them?What are our customers aspirations, and how can we help them live up to itHow do customers prefer to be addressed?How do we, as an enterprise best fit into their routines?What relationship do our customers do our customers expect us to establish with them?For what value(s) are customers truly willing to pay?
  • 3 examples:The big music labels trying to hold on to the existing way of doing things – losing to pirates and spotify, - now trying to convey their catalogue in playlist that are played on Spotify..Apple with easy iPods & itunes with a 1000 songs in your pocket in compare to the previous MP3 playersMcDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • Trying to understand you customer segment, helps you on you way to understand many other points in your business model..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • The big music labels trying to hold on to the existing way of doing things – losing to pirates and spotify, - now trying to convey their catalogue in playlist that are played on Spotify..Apple with easy iPods & itunes with a 1000 songs in your pocket in compare to the previous MP3 players
  • One of the earlier mp3 players.. Its “only” the technical part, and it works ok, as ong as you now somebody that can help you rip your CDs in to mp3 files, and place them in the right libararies on your player..Most of the people that really enjoys doing this probably looks like this – next slide
  • The big music labels trying to hold on to the existing way of doing things – losing to pirates and spotify, - now trying to convey their catalogue in playlist that are played on Spotify..Apple with easy iPods & itunes with a 1000 songs in your pocket in compare to the previous MP3 players
  • One of the earlier mp3 players.. Its “only” the technical part, and it works ok, as ong as you now somebody that can help you rip your CDs in to mp3 files, and place them in the right libararies on your player..Most of the people that really enjoys doing this probably looks like this – next slide
  • It took different programs to find the right one that did exactly what you wanted, maybe you didn’t want to rip music from your CDs, but instead wanted to download on a peer to peer file sharing network. You also had to look abit around to find the best places to download, and then maybe in the midle of the song, there was some kind of fault, so you couldn’t hear the best part where Slash playes solo on Michael Jacksons black or white
  • The big music labels trying to hold on to the existing way of doing things – losing to pirates and spotify, - now trying to convey their catalogue in playlist that are played on Spotify..Apple with easy iPods & itunes with a 1000 songs in your pocket in compare to the previous MP3 players
  • The big music labels trying to hold on to the existing way of doing things – losing to pirates and spotify, - now trying to convey their catalogue in playlist that are played on Spotify..Apple with easy iPods & itunes with a 1000 songs in your pocket in compare to the previous MP3 players
  • Value Propositions – What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve?What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?
  • Distribution channels -Through which Channels do our Customer Segments want to be reached?How are we reaching them now?How are our Channels integrated?Which ones work best?Which ones are most cost-efficient?How are we integrating them with customer routines?
  • Customer relationships – What type of relationship does each of our Customer Segments expect us to establish and maintain with them?Which ones have we established?How are they integrated with the rest of our business model?
  • Revenue streams – For what value are our customers really willing to pay?For what do they currently pay?How are they currently paying?How would they prefer to pay?How much does each Revenue Stream contribute to overall revenues?
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..
  • McDonalds use of the pretotyping tool to understand the markets willingness to pay new product launches..

How to  empathy_map_and_pretotype_businessmodels_uxstories_dk How to empathy_map_and_pretotype_businessmodels_uxstories_dk Presentation Transcript

  • | 34UXSTORIES.DK 1 Customer Insights
  • | 34UXSTORIES.DK E- Commerce Customer insight as an important tool to build the business model 2
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 3 • Adopting the customer perspective is a guiding principle for the entire business model design proses. • Customer perspectives should inform our choice regarding: • Value Propositions • Distribution Channels • Customer relations ships • Revenue streams
  • | 34UXSTORIES.DK E-commerce Customer insight as an important tool to build the business model 4
  • | 34UXSTORIES.DK E-Commerce The empathy map.. 5 In order to try and sketch a profile of the customer segments, we can create an Empathy map. The empathy map, maps out the following: • What does she see? • What does she hear? • What does she really think and feel? • What does she say and do? • What is the customers pain? • What does the customer gain?
  • | 34UXSTORIES.DK 6
  • | 34UXSTORIES.DK E-BUSINESS TECHNOLOGIES Customer insight as an important tool to build the business model 7 Considering another transportable music device
  • | 34UXSTORIES.DK 8 Maybe a traditional Mp3 player?
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 9 What does she see? • People around her starting to use mp3 players • Computer shops advertising with new mp3 gadgets • Newspapers writing about the anxiety of the music business Mp3 user
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 10 What does she hear? • Friends talking about how easy or difficult it is to use the mp3 player • Her father talks about he’s trouble with trying to transfer music to a mp3 • Musicians talking about the cowardness of music piracy Mp3 user
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 11 What does she really think and feel? • I’m not sure whether I now how to rip and transfer my CDs • It would be great to be able to have many CDs song ready to play on a device • Will I look as cool with an mp3, as I do with my Ghettoblaster? • Can I get caught for downloading piracy music? Mp3 user
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 12 What does she say and do? • Its easy/hard to use the mp3 player.. • Its perfectly safe to download pirated music from pirate bay • I'm much cooler with this new gadget mp3 player.. Mp3 user
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 13 What is the customers pain? • It takes a long time to find the right places to download songs • Sometimes a album is in a very poor quality, or broken of in the middle of everything • What I'm doing is illegal, and If caught I can get a big fine Mp3 user
  • | 34UXSTORIES.DK E-Commerce Customer insight as an important tool to build the business model 14 What does the customer gain? • Now I can have 20 CDs worth of music in my pocket • I can make playlist with all the music titles I like best • I Save a lot of money on buying expensive CD’s • I get to listen to a lot of different artists, as its easy for me to shuffle the albums Mp3 user
  • | 34UXSTORIES.DK E-BUSINESS TECHNOLOGIES Customer insight as an important tool to build the business model 15 The iPod as examplen An refined business model
  • | 34UXSTORIES.DK 16
  • | 34UXSTORIES.DK 17
  • | 34UXSTORIES.DK E-BUSINESS TECHNOLOGIES Customer insight as an important tool to build the business model 18 The iPod as examplen +
  • | 34UXSTORIES.DK E-BUSINESS TECHNOLOGIES Customer insight as an important tool to build the business model 19 The iPod as examplen + +
  • | 34UXSTORIES.DK E-commerce Customer insight as an important tool to build the business model 20 • What value do we deliver to the customer? • Which one of our customer’s problems are we helping to solve? • What bundles of products and services are we offering to each Customer Segment? • Which customer needs are we satisfying?
  • | 34UXSTORIES.DK E-commerce Customer insight as an important tool to build the business model 21 • Through which Channels do our Customer Segments want to be reached? • How are we reaching them now? • How are our Channels integrated? • Which ones work best? • Which ones are most cost-efficient? • How are we integrating them with customer routines?
  • | 34UXSTORIES.DK E-commerce Customer insight as an important tool to build the business model 22 • What type of relationship does each of our Customer Segments expect us to establish and maintain with them? • Which ones have we established? • How are they integrated with the rest of our business model?
  • | 34UXSTORIES.DK E-commerce Customer insight as an important tool to build the business model 23 • For what value are our customers really willing to pay? • For what do they currently pay? • How are they currently paying? • How would they prefer to pay? • How much does each Revenue Stream contribute to overall revenues?
  • | 34UXSTORIES.DK E-Commerce Epicentres of Business Model Innovation 24 Ideas for business models can come from everywhere. Many(almost all) business models is a refinement of an existing business. To get inspiration, look for the GAP. The GAP can be the difference in what the market offers and what the customers pains are... The GAP can also be an entirely new way of producing a product, which makes you highly competitive in the market... The Gap can be found many other places.. On the next slides are three examples, many more is possible..
  • | 34UXSTORIES.DK E-Commerce Epicentres of Business Model Innovation 25 Resource driven Amazon’s web services (Cloud storage, Audible books etc.) Was build on top of amazon.com ‘s retail infrastructure..
  • | 34UXSTORIES.DK E-Commerce Epicentres of Business Model Innovation 26 Offer driven An Usability consultancy company offered Worldwide Usability interviews, at a unheard low price(its me ;-) Thereby having to get a fail safe setup for recruiting and interviewing the right users via a remote usability setup..
  • | 34UXSTORIES.DK E-Commerce Epicentres of Business Model Innovation 27 Customer driven A lot of smaller web shops and smaller organizations wanted to do usability tests on their shops but didn’t have the money to do it the conventional way. Brugertest.nu created a system, where company's can get a usability test for a fraction of the price of a conventional test.
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 28 In order to understand how the market will react to our product, we can pretotype the idea, and expose it to real users.. Pretotyping is thereby a way to test a product idea quickly and inexpensively by creating extremely simplified versions of that product to help validate (or falsify) the premise that "If we build it, they will use it.” Pretotyping is the brain-child of Alberto Savoia, Jeremy Clark and Patrick Copeland. Se more on pretotyping.org – and download howto and more…
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 29
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 30
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 31
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 32
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 33
  • | 34UXSTORIES.DK E-Commerce Pretotyping as a tool to get customer insight in to the market.. 34