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同理心地圖

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同理心地圖

  1. 1. 獲利時代 噗來嗯 設計
  2. 2. 顧客觀點 Customers Insights 動察引導顧客的需求
  3. 3. 同理⼼心地圖
  4. 4. • Think & Feel 思想脈絡 : 體悟使用者的想法與感受。 • See 看見: 觀想使用者所看到的。 • Hear 聽見: 聆聽使用者所聽見的。 • Say & Do 說與做 : 感受使用者說的話或表現出的行為。 • Pain 痛苦 : 領悟真正困擾使用者的、讓人煩惱痛苦的痛點。 • Gain 獲得 : 探索使用者內心真正想要東西、想做的事、想獲得的價值。
  5. 5. 行動數位印刷趨勢 案例分享 Card it ! Photo it ! Post it !
  6. 6. 白日夢冒險王
  7. 7. 當下畫⾯面很值得紀念! 當下畫⾯面很值得紀念! 不能快速拿到! 當下畫⾯面很值得紀念! 對⽅方⽴立即反應! 對⽅方⽴立即反應! 稱讚! 很有質感 值得紀念
  8. 8. 當下畫⾯面很值得紀念! 當下畫⾯面很值得紀念! 不能快速拿到! 想要與遠⽅方朋友分享 對⽅方⽴立即反應! 獲得⽴立即回饋 稱讚! 很有質感 溫暖的包裝 想要與遠⽅方朋友分享 環境訴求 透過書信卡⽚片傳遞 喜悅分享 結婚⽣生⼦子事件 結婚⽣生⼦子 跨國印刷合作 貨幣轉換 收到時回應 印刷社群收費折扣 ⾃自⼰己喜歡的⼈人⽣生活動向
  9. 9. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? is your business more Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) Value Driven (focused on value creation, premium value proposition) sample characteristics Fixed Costs (salaries, rents, utilities) Variable costs Economies of scale Economies of scope 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? channel phases 1. Awareness How do we raise awareness about our company’s products and services? 2. Evaluation How do we help customers evaluate our organization’s Value Proposition? 3. Purchase How do we allow customers to purchase specific products and services? 4. Delivery How do we deliver a Value Proposition to customers? 5. After sales How do we provide post-purchase customer support? 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? For whom are we creating value? Who are our most important customers? Mass Market Niche Market Segmented Diversified Multi-sided Platform 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? How costly are they? examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? catergories Production Problem Solving Platform/Network What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? types of resources Physical Intellectual (brand patents, copyrights, data) Human Financial Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquairing from partners? Which Key Activities do partners perform? motivations for partnerships Optimization and economy Reduction of risk and uncertainty Acquisition of particular resources and activities 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? characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability types Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent dynamic pricing Negotiation (bargaining) Yield Management Real-time-Market strategyzer.com 關 鍵 夥 伴 關 鍵 活 動 ⺫⽬目 標 客 層 關 鍵 主 張 客 ⼾戶 關 係 關 鍵 資 源 成 本 結 構 收 益 流 通 路
  10. 10. The Business Model Canvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? is your business more Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) Value Driven (focused on value creation, premium value proposition) sample characteristics Fixed Costs (salaries, rents, utilities) Variable costs Economies of scale Economies of scope 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? channel phases 1. Awareness How do we raise awareness about our company’s products and services? 2. Evaluation How do we help customers evaluate our organization’s Value Proposition? 3. Purchase How do we allow customers to purchase specific products and services? 4. Delivery How do we deliver a Value Proposition to customers? 5. After sales How do we provide post-purchase customer support? 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? For whom are we creating value? Who are our most important customers? Mass Market Niche Market Segmented Diversified Multi-sided Platform 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? How costly are they? examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? catergories Production Problem Solving Platform/Network What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? types of resources Physical Intellectual (brand patents, copyrights, data) Human Financial Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquairing from partners? Which Key Activities do partners perform? motivations for partnerships Optimization and economy Reduction of risk and uncertainty Acquisition of particular resources and activities 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? characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability types Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent dynamic pricing Negotiation (bargaining) Yield Management Real-time-Market strategyzer.com 關 鍵 夥 伴 關 鍵 活 動 ⺫⽬目 標 客 層 關 鍵 主 張 客 ⼾戶 關 係 關 鍵 資 源 成 本 結 構 印刷廠商 收 益 流 通 路 即時收到 社群整合 每個⼈人每個喜 歡分享的⼈人 喜歡拍攝族群 固定成本 系統開發商 體驗設計公司 快速物流業者 倉儲物流業者 市調統計公司 快速成⻑⾧長⼿手機與 數位相機族群 在地⾏行銷 情感延續 Post it! XXXX 穩定印刷技術 網路速度提昇 印後加⼯工業者 ⾏行動端使⽤用者 印刷通路 當地物流業 郵局 / 宅配 ⼿手感客製 分享當下 線上收費 轉寄折扣 網路社群分享 重要節⽇日 景點配合 商店抽傭折扣 建置成本 開發成本 物流成本 藝⽂文延伸 環境保護 再⽣生紙科技 科技互動 藝⽂文活動 ⽐比賽積分 國際旅遊玩家 明星 / 攝影師! 藝⼈人 互動折扣 ⾏行銷成本
  11. 11. Hypo 案例分享 Card it ! Photo it ! Post it !
  12. 12. 使⽤用者要的不只是產品 還要有隨之⽽而來的感動
  13. 13. Moo 案例分享 Card it ! Photo it ! Post it !
  14. 14. The End

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