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Value Proposition Canvas

How to convince clients to invest 

more time in understanding customers
Matina Moreira
Agenda
About me
Intro to Value Proposition Canvas
What? 

Where?

When?

Why?

How?
How I use it
About me
Matina Moreira

service designer and UX
- 1999: information architect

advertising agencies 

online content
- 20...
Mola Collective
A Brazilian group of designers.
Founded in 2015 by Luciana, Natali and
me.
Mission: to learn about design ...
Value Proposition Canvas
2010
2014
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 approac...
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
Pote...
Customer Profile
What functional job is
your customer trying to
get done?
What are the tasks to
get this job done?
List ev...
Customer Profile
What makes your customer
feel bad?

(e.g. frustrations, things that
give them a headache, …)
Difficulty i...
Customer Profile
What outcomes does your
customer expect and what would
go beyond his/her expectations?
(e.g. quality leve...
Customer Profile
Which products and
services do you offer that
help your customer get
either a functional, social,
or emotional job done?
V...
What makes your customers feel
better? 

(e.g. kills frustrations,
annoyances, things that give
them a headache, ...)
Valu...
Which outcomes does your
customer expects? Which
ones would go beyond
their expectations? 

(e.g. better quality level,
mo...
It’s a match <3
update their LINKEDIN
with a content creation
strategy to increase
his/her relevance.
Personalized
curricu...
The FIT
Prioritize
Extract 

Hypotheses
Overview of the Process
Prioritize 

Hypotheses
Design 

Tests
Prioritize 

Tests
Run 

Tests
Capture...
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...
Do I have to teach them?
talking doing
Empathy
Am I really
listening to them?
customers client
VPC: let it flow…
Z
Z
Z
Y
Y
Y
X
X
X
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
Y
X
X
X
Z
Y
X
C
D
B
A
Experience is Everything
“If our customer has different
jobs to be done, pains, and
dreams, than we should 

re-think our ...
KEEP

CALM



AND

trust in the 

methodology
www.matinamoreira.com
@matinamoreira
matina moreira
Thanks ;)
matinamoreira@...
- Value Proposition Design and Business Model Generation by Alexander Osterwalder
- Alexander Osterwalder blog
- Talking t...
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How I apply the Value Proposition Canvas to convince my clients to invest more time in customer research (article https://goo.gl/Gb9dSn)

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How I apply the Value Proposition Canvas to convince my clients to invest more time in customer research (article https://goo.gl/Gb9dSn)

  1. 1. Value Proposition Canvas
 How to convince clients to invest 
 more time in understanding customers Matina Moreira
  2. 2. Agenda About me Intro to Value Proposition Canvas What? 
 Where?
 When?
 Why?
 How? How I use it
  3. 3. About me Matina Moreira
 service designer and UX - 1999: information architect
 advertising agencies 
 online content - 2011: UX / service designer 
 finance industry 
 digital services companies
 
 favorite methodologies:
 Design Thinking, Lean UX, Design Sprint, Business Model Canvas, and Value Proposition Canvas
  4. 4. Mola Collective A 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
  5. 5. Value Proposition Canvas
  6. 6. 2010 2014 Alexander Osterwalder
  7. 7. BMC (BUSINESS MODEL CANVAS) moving ideas helps you create value for your business helps you create value for your customer
  8. 8. 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)
  9. 9. Why understand customers?
  10. 10. Value Proposition Canvas Value Map Customer Profile
  11. 11. Simple case study Challenge: to create a service to help senior professionals find a new job Client: 
 Ana, Recruiter Potential Customers: 
 Senior Professionals
  12. 12. Customer Profile What 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
  13. 13. 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
  14. 14. Customer Profile What 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
  15. 15. Customer Profile
  16. 16. Which products and services do you offer that help your customer get either a functional, social, or emotional job done? Value Map Personalized curriculum
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. The FIT
  21. 21. Prioritize
  22. 22. Extract 
 Hypotheses Overview of the Process Prioritize 
 Hypotheses Design 
 Tests Prioritize 
 Tests Run 
 Tests Capture 
 Learnings Make 
 Progress
  23. 23. How I use the VPC
  24. 24. Starting a new project client’s idea my timeframe run forrest run…
  25. 25. 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!"
  26. 26. Do I have to teach them? talking doing
  27. 27. Empathy Am I really listening to them? customers client
  28. 28. VPC: let it flow… Z Z Z Y Y Y X X X Z Y X
  29. 29. Complement x Discover script interview learning points TIP: To do a good script, read the book Talking to Humans
  30. 30. Learning Points Z Z Z Y Y Y X X X Z Y X C D B A
  31. 31. Experience is Everything “If our customer has different jobs to be done, pains, and dreams, than we should 
 re-think our product accordingly”
  32. 32. KEEP
 CALM
 
 AND
 trust in the 
 methodology www.matinamoreira.com @matinamoreira matina moreira Thanks ;) matinamoreira@gmail.com
  33. 33. - 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 Source and Credit Information

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