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UNIT III APPLIED DESIGN THINKING TOOLS OME354 APPLIED DESIGN THINKING Dinesh R, AP, CSE Stella Mary’s College of Engineering
UNIT III APPLIED DESIGN THINKING TOOLS Concept of Minimum Usable Prototype [MUP] - MUP challenge brief - Designing & Crafting the value proposition - Designing and Testing Value Proposition; Design a compelling value proposition; Process, tools and techniques of Value Proposition Design
End User-Centric Innovation User-centric innovation is an approach to problem-solving that starts with consumer needs and work backward towards a solution. It is an approach that starts and ends with the experience of the user, encompassing every aspect of their interaction with your product or service. By crafting solutions from the point of view of the end-users, user- centric innovation ensures that every feature resonates with the needs, challenges, and desires users face.
3. 1 Concept of Minimum Usable Prototype [MUP]
Minimum Usable Prototype (MUP) ● The Minimum Usable Prototype (MUP) is a development concept that focuses on building a functional prototype of a product that is just enough to be usable by early adopters or testers.
● It emphasizes creating a version of the product with the most essential and core features to test the viability of the product and gather early feedback from real users, but it is not a fully polished or feature-complete product.
● While the Minimum Viable Product (MVP) concept is more well-known, focusing on delivering just enough functionality to validate a business hypothesis, the MUP concept is more about delivering an early-stage product that is usable in a practical sense.
● MUP strikes a balance between a raw prototype and a fully operational product, offering a version that users can interact with in a meaningful way, even though it may not have all the bells and whistles of the final product.
Key Aspects of the Minimum Usable Prototype (MUP) 1. Focus on Core Usability 2. Not Fully Polished 3. Gathering Feedback 4. Low Investment, High Learning 5. Iterative Improvement
1. Focus on Core Usability ● The MUP is focused on delivering the minimum set of core features that make the product usable. These features address the basic functionality and ensure that users can accomplish the primary task or purpose of the product. It’s not just about having the basic features but ensuring those features work well enough to allow real use.
2. Not Fully Polished ● The MUP does not aim to be perfect in terms of design, scalability, or performance. Instead, it is an early-stage product that gets the job done in a functional way. There might be rough edges in terms of UI design, performance, or additional features, but it is sufficient for users to try out and provide valuable feedback.
3. Gathering Feedback: ● One of the primary goals of the MUP is to gather feedback from users based on their interactions with the prototype. The feedback gathered can help the development team refine the product and prioritize features for the next iterations. Real-world feedback is invaluable for understanding whether the product meets user needs, works as expected, or requires significant changes before further development.
4. Low Investment, High Learning ● The MUP approach encourages building a low-cost, early-stage version of the product, which allows the team to validate the core concepts without sinking too much time or resources into development. It’s about learning as quickly as possible by putting something into users' hands without waiting for a fully developed product.
5. Iterative Improvement ● Once feedback from the MUP is received, the development team can iterate on the product to improve usability, add more features, fix issues, and address any concerns raised by users. This iterative approach ensures that the product evolves based on real user experience rather than assumptions made in development.
Why is the MUP Concept Important? 1. Real-world Testing 2. Early Adoption 3. Resource Efficiency 4. Improved User Experience
1. Real-world Testing ● MUP allows companies to test a usable version of the product with real users in the real world. It focuses on practical, actionable feedback, unlike high-level theoretical validation with mockups or wireframes.
2. Early Adoption ● By creating an MUP, companies can attract early adopters who are willing to try new products in their early stages. These users provide critical insights into what works and what doesn’t.
3. Resource Efficiency ● The MUP requires less time and effort compared to building a full-featured product upfront, reducing the risk of over-investing in features or designs that may not resonate with users.
4. Improved User Experience ● While an MVP may validate basic product-market fit, an MUP improves usability by focusing on delivering a functional experience. This makes it more likely to retain early users and gather deeper insights into how they engage with the product.
3. 2 MUP challenge brief
The Minimum Usable Prototype (MUP) approach has several benefits, such as allowing for early real-world feedback and efficient use of resources. However, it also comes with certain challenges. Here’s a brief overview of the common challenges associated with the MUP concept: 1. Defining “Minimum Usable” Features 2. Lack of Polish 3. Difficulty in Securing Early Adopters 4. Incomplete User Experience 5. Risk of Negative Perception 6. Scaling Feedback Effectively 7. Short-Term Usability vs. Long-Term Scalability
1. Defining “Minimum Usable” Features ● Challenge: One of the biggest hurdles in developing an MUP is determining what constitutes the "minimum usable" version of the product. It’s not always easy to strike the right balance between delivering essential features that provide value and cutting non-critical features that could improve usability. ● Example: A product might require more features to be genuinely usable than initially anticipated, leading to debates within the team about what should be included in the MUP.
● Solution: Start by focusing on the core functionality that addresses the primary problem your users are facing. Use customer discovery techniques, such as interviews and observations, to identify which features are truly necessary for the first prototype.
2. Lack of Polish • Challenge: The MUP, by definition, is not a fully polished product. This can lead to early adopters encountering rough edges, such as minor bugs, incomplete designs, or missing features, which can lead to negative first impressions or customer dissatisfaction. • Example: A basic but functional app might be slow or have a clunky user interface, which could frustrate users even though the core functionality is present.
● Solution: Ensure that while the MUP doesn’t have to be feature-rich, the core features that are implemented should work smoothly. Focus on stability and usability for those few key elements, and make sure the prototype doesn’t break during real-world use.
3. Difficulty in Securing Early Adopters • Challenge: Some users may be hesitant to try an incomplete product, especially if they expect a fully polished version. Without enough early adopters willing to test the MUP, it becomes harder to gather sufficient feedback and validate assumptions. • Example: If the MUP lacks essential features that the users expect, they may abandon the product early on, making it difficult to get useful feedback.
● Solution: Target early adopters or users who are more forgiving and open to testing new products. Communicate clearly that the product is in its early stages and that their feedback is crucial to shaping future versions. Incentivize participation by offering them early access, special features, or a sense of contribution to product development.
4. Incomplete User Experience • Challenge: While the MUP focuses on core usability, other aspects of the product experience, such as aesthetics, user interface design, or additional helpful features, may be missing. This can lead to frustration if users expect a more comprehensive experience. • Example: In a product designed to streamline task management, users might expect seamless integration with their calendar apps, but the MUP may lack this feature, causing them to feel the product is incomplete
● Solution: Clearly set user expectations that the MUP is a functional prototype focused on core features. Make sure the product’s key feature (or set of features) works well, and use user feedback to improve the overall experience in future iterations.
5. Risk of Negative Perception • Challenge: If users encounter too many usability issues or limitations in the MUP, it can create a negative perception of the product. Even if the product is improved in future iterations, it might be hard to win back users who had a poor initial experience. • Example: A fitness app MUP may allow users to log workouts but lacks motivational elements, which could make users feel the product is underwhelming, leading them to abandon it early on.
● Solution: Make sure the MUP delivers clear, tangible value to users, even if it is minimal. Focus on solving a key pain point well and communicate the product’s roadmap to users, letting them know improvements are coming. Engage users who provide feedback to make them feel part of the product’s evolution.
6. Scaling Feedback Effectively • Challenge: While an MUP enables you to collect early feedback, it can be challenging to process and act on all the feedback received, especially when different users provide conflicting suggestions. Prioritizing what to implement or improve next can become difficult. • Example: One group of users may want additional integrations with existing tools, while another may focus on improving the design, creating tension around what to prioritize in the next development phase.
● Solution: Prioritize feedback that aligns with the original problem your product is trying to solve. Focus on the feedback that supports the most critical improvements needed to ensure the core product remains usable and valuable. Use frameworks like the ICE (Impact, Confidence, Ease) scoring model to prioritize features.
7. Short-Term Usability vs. Long-Term Scalability • Challenge: When focusing on the MUP, the temptation is to build something quickly that works in the short term but may not scale well in the long term. For example, a quick solution may work for a few users but won’t be efficient or scalable when the user base grows. • Example: A payment solution MUP might support manual processing of transactions for a small number of users, but this method won’t be scalable for a larger user base, potentially requiring the re-engineering of
● Solution: While the MUP focuses on the immediate usability, plan for scalability in the long term. Build the foundation (in terms of architecture and design) in a way that future scalability is not compromised, even if you’re delivering a bare-bones product now.
8. Transitioning from MUP to MVP or Full Product • Challenge: Once the MUP has been tested, it can be difficult to determine the next step. What should the product evolve into—a more feature-rich MVP or the full version? Balancing the feedback from the MUP with the product’s long-term vision can be tricky. • Example: After testing an MUP, you may find that users demand multiple features or additional functionality, which may complicate the original product vision. Deciding what to build next becomes challenging.
● Solution: After gathering feedback, identify the most valuable and impactful improvements that should be added next. Work closely with your development, design, and product teams to decide on the most strategic next steps—whether it's iterating on the MUP, moving towards an MVP, or even a full-featured product.
3. 3 Designing & Crafting the value proposition
Value Proposition ● A value proposition is defined as the set of benefits that a product or service offers to customers. It describes how the product or service solves a customer's problem or fulfills a need, creating value in a way that is engaging to the customer. ● In the context of Value Proposition Design, a value proposition is constructed by identifying specific customer jobs, pains, and gains, and then designing solutions that effectively address these aspects.
● The value proposition aims to match the key elements of what customers are trying to achieve (jobs), lighten their frustrations or challenges (pains), and deliver desired outcomes or additional benefits (gains). ● This process involves using the Value Proposition Canvas, which helps to clarify the product's key features (products and services) and how these features relieve pains and create gains for the target customer.
● The ultimate goal of a value proposition is to achieve a "fit" between the product and customer needs, where the product's benefits align closely with what matters most to customers—addressing important jobs, reducing significant pains, and providing valuable gains.
Designing & Crafting the Value Proposition ● Designing and crafting a value proposition is a structured process that involves creating a product or service offering that aligns with the needs, pain points, and desires of your target customers. ● The Value Proposition Canvas is a primary tool used to accomplish this, as it allows companies to visualize and test their ideas iteratively, ensuring that the value proposition resonates well with potential customers.
Here is a detailed breakdown of the process: 1. Understand Customer Profile 2. Develop the Value Map 3. Achieving "Fit" Between the Customer Profile and Value Map 4. The Iterative Process of Designing the Value Proposition 5. Crafting the Value Proposition 6. Common Approaches for Developing Value Propositions 7. Visual and Comparative Tools for Crafting Value Propositions
1. Understand Customer Profile ● To design a compelling value proposition, you first need to have a deep understanding of the Customer Profile, which includes: • Customer Jobs: What tasks or problems are customers trying to solve? These can be functional, emotional, or social tasks.
• Pains: The negative experiences, challenges, and risks that the customer encounters while trying to accomplish their jobs. • Gains: The positive outcomes or benefits that customers expect, desire, or would be delighted by when using a product or service. ● By understanding these components, the goal is to identify the most significant customer jobs, pains, and gains to be addressed.
2. Develop the Value Map ● The Value Map is the other part of the Value Proposition Canvas, which matches the customer profile: • Products & Services: The core offerings that provide solutions to customer jobs.
• Pain Relievers: How the product or service lightens specific customer pains. These features should effectively eliminate, reduce, or address the negative aspects that the customer experiences. • Gain Creators: How the product or service provides gains. These should include features that enhance, improve, or provide additional value that exceeds customer expectations.
3. Achieving "Fit" Between the Customer Profile and Value Map ● The ultimate goal of designing a value proposition is to achieve a "fit" between the Customer Profile and the Value Map. This involves ensuring that: • Your products and services are precisely solving significant customer jobs. • The pain relievers effectively address important pains. • The gain creators deliver meaningful value that matters to the customer.
● The process of achieving fit happens in three stages: 1. Problem-Solution Fit: This occurs when you identify customer jobs, pains, and gains and design a value proposition to address them. 2. Product-Market Fit: This is achieved when customers react positively to the value proposition, and it gains traction in the market. 3. Business Model Fit: This occurs when you can successfully embed the value proposition into a scalable and profitable business model.
4. The Iterative Process of Designing the Value Proposition ● Designing a value proposition is not a linear process; it's an iterative one involving continuous cycles of prototyping, testing, and learning: • Prototyping: Begin by developing multiple versions of your value proposition using quick and inexpensive methods like sketches, storyboards, or simple mockups. The objective is to make the ideas tangible enough to test with customers.
• Testing: Put prototypes in front of real customers to gather feedback. The focus is on validating assumptions about customer needs and whether the proposed value resonates with them. • Refinement: Based on feedback, iterate and refine the value proposition to ensure that it better meets the needs and addresses the pain points of the target users​
5. Crafting the Value Proposition ● Crafting a value proposition requires clear communication about what makes your product or service distinct and valuable. The following are essential aspects of crafting a value proposition: • Focus on the Most Important Jobs, Pains, and Gains: You can't address every need; instead, prioritize the jobs, pains, and gains that are most relevant and significant for your target audience.
• Be Specific: Avoid vague claims. Describe precisely how your product solves customer problems and what value it brings. • Differentiation: Your value proposition should clearly articulate what makes your product or service better than alternatives. Use pain relievers and gain creators that set your solution apart from competitors.
6. Common Approaches for Developing Value Propositions ● There are multiple entry points for developing value propositions, including: • Customer-Centric Starting Point: Start by identifying an unmet customer need or an underserved market segment and design a value proposition tailored to address that need. • Technology Push: Alternatively, start with a new invention or technological capability and create a value proposition that leverages this innovation to meet a
7. Visual and Comparative Tools for Crafting Value Propositions ● Strategy Canvas: Use a strategy canvas to compare your value proposition against those of your competitors. This visual tool helps to differentiate your offering by assessing how your product performs on various competitive factors like gains and pain relievers compared to alternatives in the market.
3. 4 Design a compelling value proposition
Design a compelling value proposition ● Designing a compelling value proposition involves clearly defining the unique value your product or service provides to customers, emphasizing how it meets their needs better than any alternatives. ● A compelling value proposition is more than just a statement—it's a strategic tool that aligns your offering with the key problems, needs, and desires of your target market.
Steps to Design a Compelling Value Proposition 1. Understand Your Target Market 2. Develop the Value Map 3. Match the Value Map to the Customer Profile 4. Prioritize What Matters Most 5. Make It Unique and Differentiated 6. Communicate Value Clearly and Concisely 7. Test and Validate the Value Proposition 8. Address Different Customer Segments 9. Communicate the Value Proposition Across Touchpoints
1. Understand Your Target Market ● To design an effective value proposition, you need to have a deep understanding of your target market. This involves defining the target users or segments that your product serves and conducting research to understand their needs. ● Customer Profile Development: Create a customer profile by analyzing your target users' jobs, pains, and gains.
• Jobs: What are the functional, social, or emotional tasks the customer is trying to accomplish? • Pains: What are the negative experiences or challenges that customers face while trying to complete these jobs? • Gains: What are the benefits or positive outcomes that customers want to achieve? ● Conducting interviews, surveys, and field visits can help uncover deeper insights about customer needs and preferences.
2. Develop the Value Map ● The Value Map is the part of the Value Proposition Canvas that describes how your product or service provides value by addressing the needs identified in the customer profile. • Products & Services: List all the features, benefits, and services your product offers. Ensure that the features align with the specific jobs that customers need to complete.
● Pain Relievers: Define how your product alleviates or eliminates the pains faced by customers. These could be pain points like inefficiency, cost, inconvenience, or complexity. ● Gain Creators: Highlight how your product or service provides gains for customers, such as enhancing their experience, saving them time, or giving them access to something they desire.
3. Match the Value Map to the Customer Profile ● The key to designing a compelling value proposition is to achieve a fit between the Customer Profile and the Value Map. This means ensuring that: • Your products and services align directly with customer jobs. • Your pain relievers effectively address the most significant pain points. • Your gain creators provide meaningful and valuable benefits that are attractive to the customer.
● To do this, you need to carefully evaluate the customer profile and select the most critical jobs, pains, and gains. Then match them to the products, pain relievers, and gain creators in your value map.
4. Prioritize What Matters Most ● You cannot solve every problem or offer every possible feature. To create a compelling value proposition, focus on: • Most Significant Jobs: Identify the jobs that matter most to your customers and design your product to address these core needs.
● Addressing Major Pains: Focus on alleviating the most painful experiences or frustrations your customers face. Solve a critical pain point effectively, and you will create a compelling reason for customers to choose your product. ● Delivering High-Value Gains: Look for opportunities to create gains that exceed customer expectations or create delightful surprise
5. Make It Unique and Differentiated ● A compelling value proposition sets your product apart from competitors. To differentiate your offering: • Competitive Benchmarking: Analyze your competitors’ value propositions and assess how they address similar customer needs. Look for gaps or opportunities where your product can excel. • Highlight Unique Differentiators: Identify what makes your product different or better, whether it's a unique feature, superior customer experience, better pricing, or an innovative approach to solving customer problems.
6. Communicate Value Clearly and Concisely ● Craft a value proposition statement that communicates the value of your product in a simple and easily understood way. This statement should be: • Focused on the Customer: Avoid technical jargon or industry buzzwords; instead, speak in a language that resonates with your target customers.
● Outcome-Oriented: Focus on the outcomes or results that the customer will receive. For example, instead of saying “our product has a 20% faster processing speed,” say “our product helps you complete tasks 20% faster.” ● Memorable: Make it easy for potential customers to remember your value proposition. Use short, impactful phrases.
● A typical value proposition template might look like: • “For [target customer], who [customer needs], our product is [product type] that provides [key benefit]. Unlike [competitor], our product [unique differentiator].”
7. Test and Validate the Value Proposition ● Designing a compelling value proposition is an iterative process. To make sure that your value proposition resonates with your target audience: • Prototype and Test: Create versions of your value proposition statement and test them with potential customers. This could be through direct interviews, online surveys, or focus groups.
● Customer Feedback: Gather feedback to understand what parts of the value proposition resonate, what needs to be changed, and which benefits are most compelling to customers. ● Refinement: Iterate on your value proposition based on customer feedback until you achieve a message that effectively communicates the core value of your product.
8. Address Different Customer Segments ● Sometimes, you may serve multiple customer segments with distinct needs. In such cases: • Create Multiple Value Propositions: Develop a unique value proposition for each customer segment. This helps in targeting specific needs and creating a tailored approach. • Segmented Marketing Strategies: Use different marketing messages that align with each value proposition to reach different segments effectively.
9. Communicate the Value Proposition Across Touchpoints ● A compelling value proposition should be visible across all customer touchpoints, including: • Website: Clearly showcase the value proposition on your website’s homepage, product pages, and other key landing pages. • Marketing and Advertising: Use your value proposition to drive marketing campaigns. Make sure that ads, social media posts, and content marketing materials convey the core benefits effectively.
• Sales Conversations: Equip sales teams with value proposition-focused materials and talking points to ensure they can clearly communicate the value to potential customers.
3. 5 Process
Process The process of designing a compelling value proposition is a structured and iterative approach that ensures your product or service aligns with the needs, pain points, and desires of your target customers. Here’s a step-by-step explanation of the process involved in crafting a compelling value proposition: Step 1: Understand Your Target Market Step 2: Create the Value Map Step 3: Achieve Fit Between Customer Profile and Value Map Step 4: Prioritize What Matters Most Step 5: Differentiate Your Offering Step 6: Craft the Value Proposition Statement Step 7: Test and Validate the Value Proposition Step 8: Implement Across All Touchpoints Step 9: Monitor and Adapt
Step 1: Understand Your Target Market ● Identify the Target Users: Start by defining who your target users are. This includes specific segments of the market that would benefit from your product or service. ● Conduct Research: Use various research methods such as interviews, surveys, customer feedback, and market analysis to gather data on your target users. The goal is to gain a deep understanding of their needs, behaviors, challenges, and desires. ● Develop the Customer Profile: This profile includes the key aspects of your target market: ● Customer Jobs: Tasks, problems, or needs that the customers are trying to solve. These can be functional, social, or emotional tasks. ● Pains: Negative experiences, obstacles, or risks associated with their jobs. These are the problems or frustrations customers want to avoid. ● Gains: The benefits or positive outcomes customers seek. These are the results or achievements they want when using a product.
Step 2: Create the Value Map ● The Value Map is part of the Value Proposition Canvas and serves as a blueprint for aligning your product's features with customer needs. ● Products & Services: List the products, features, or services your company offers that are relevant to the customer’s jobs. ● Pain Relievers: Describe how your product helps alleviate the customer’s pains. This could include features that reduce costs, save time, or eliminate frustrations. ● Gain Creators: Explain how your product provides benefits that meet or exceed customer expectations. Gain creators may include added convenience, improved performance, or additional features that bring value.
Step 3: Achieve Fit Between Customer Profile and Value Map ● The goal is to create a strong alignment between the Customer Profile and the Value Map. ● Match Products & Services to Customer Jobs: Ensure that the features and services directly address the tasks or problems the customer is trying to solve. ● Align Pain Relievers with Customer Pains: Make sure the solutions effectively address the most significant pain points for customers. ● Connect Gain Creators to Desired Gains: The value you provide should offer meaningful and relevant benefits that appeal to the customer. ● Achieving this "fit" means that your value proposition resonates with the target customers because it addresses their most important needs
Step 4: Prioritize What Matters Most ● Focus on the most significant jobs, pains, and gains for your target customers. It’s important to prioritize the aspects that will deliver the most value. ● You may not be able to solve every problem or deliver every gain, so prioritize based on the issues that matter most to your target users. ● Use the insights gathered during research to rank customer needs and pain points according to their impact on user satisfaction and adoption.
Step 5: Differentiate Your Offering ● Identify Your Unique Differentiators: Determine what sets your product or service apart from competitors. This could be unique features, a superior customer experience, better pricing, or innovative technology. ● Competitive Analysis: Study what your competitors are offering and find opportunities to position your product as better or different. Highlight the specific aspects that make your solution superior. ● Emphasize Unique Value: Clearly communicate why your product or service is the best choice for solving the customer’s problem
Step 6: Craft the Value Proposition Statement • Create a Clear and Compelling Statement: Formulate a value proposition statement that succinctly describes the value your product or service provides, why it’s relevant, and how it’s different from alternatives. • Focus on Outcomes: Describe how the product helps customers achieve their goals or solve their problems. • Template for the Value Proposition Statement: • “For [target customer] who [needs], our [product/service] is [unique solution] that provides [benefit/outcome]. Unlike [competitors], our product [differentiator].”
Step 7: Test and Validate the Value Proposition • Create Prototypes or Mockups: Develop prototypes, mockups, or early versions of your product and present them to potential customers for feedback. • Collect Feedback: Use various methods, such as customer interviews, surveys, focus groups, or usability testing, to gather feedback on your value proposition. This feedback will help you understand if the proposed value resonates with users. • Iterate and Refine: Based on feedback, make changes to the value proposition to improve its alignment with customer needs. This iterative approach ensures that you continuously refine the message until it effectively communicates the core benefits.
Step 8: Implement Across All Touchpoints • Integrate the Value Proposition into Marketing: Ensure your marketing messages, advertisements, and promotional materials consistently reflect your value proposition. • Use the Value Proposition in Sales Conversations: Train your sales teams to communicate the value proposition clearly during interactions with potential customers. • Consistently Deliver the Value: Make sure the actual product experience aligns with the value proposition. Customers should experience the promised value when they use your product.
Step 9: Monitor and Adapt • Track Metrics: Use key performance indicators (KPIs) to measure the effectiveness of your value proposition. These metrics could include customer satisfaction, conversion rates, retention rates, and market share. • Adapt Based on Market Changes: As customer needs and market conditions evolve, continuously revisit and update your value proposition to stay relevant.
3. 6 Tools and Techniques of Value Proposition Design
● Value Proposition Design involves a set of tools and techniques that help businesses systematically create, refine, and test their value propositions. These tools aim to ensure that the value proposition aligns with the needs, pains, and gains of the target customers and stands out against the competition. Here’s a detailed overview of the most important tools and techniques used in value proposition design:
● Value Map: This section covers: ○ Products & Services: The offerings that help customers complete their jobs. ○ Pain Relievers: How the product addresses specific customer pains. ○ Gain Creators: How the product provides desired benefits or positive outcomes. ● Technique: Start by filling out the customer profile to understand the target customers deeply, then map your value proposition to ensure alignment between what customers need and what your product provides.
2. Customer Development Interviews • Customer development interviews involve speaking directly with potential or current customers to understand their needs, challenges, and preferences. • Technique: Use open-ended questions to gather deep insights into customer jobs, pains, and gains. The insights gathered from these interviews can help validate assumptions about the customer profile and inform adjustments to the value proposition.
3. Prototyping • Prototyping involves creating simple, low-fidelity versions of the product or specific features to test with customers. • Technique: Build quick prototypes (e.g., sketches, wireframes, mockups) that represent different aspects of the value proposition. Use these prototypes to gather user feedback on specific pain relievers, gain creators, or overall product usability. This iterative process helps refine the value proposition based on actual customer responses.
4. Minimum Viable Product (MVP) • The Minimum Viable Product (MVP) is a version of a product that includes just enough features to be usable by early adopters while still allowing for feedback collection. • Technique: Launch an MVP to test whether the value proposition resonates with your target market. Use feedback from MVP users to understand which features are valued, which pain relievers are effective, and what additional gains customers desire. This helps in fine-tuning the value proposition.
5. A/B Testing • A/B testing is a method of comparing two versions of a product, feature, or marketing message to see which one performs better. • Technique: Use A/B testing to test different value proposition statements, product features, or marketing messages with your target audience. For example, you could test two different landing pages, each highlighting different aspects of the value proposition, to determine which one drives more conversions.
6. Empathy Map • An Empathy Map is a visual tool used to gain a deeper understanding of the customer by capturing what they say, think, feel, and do in relation to a particular problem or task. • Technique: Create an empathy map based on customer interviews or observations to help identify hidden needs, unspoken pains, and unexpected gains. This can provide insights into how to enhance the value proposition to better match customer expectations.
7. Customer Journey Mapping • Customer Journey Mapping involves creating a visual representation of the steps customers take when interacting with your product or service, from awareness to purchase and beyond. • Technique: Use customer journey maps to identify touchpoints where customers experience pain or delight. This helps in determining which parts of the value proposition need to be strengthened or communicated more effectively.
8. SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) • SWOT Analysis is a strategic tool that helps businesses assess their internal strengths and weaknesses, as well as external opportunities and threats. • Technique: Perform a SWOT analysis for your value proposition to identify areas where your product excels (strengths), areas that need improvement (weaknesses), market opportunities to leverage (opportunities), and competitive risks (threats). This analysis can guide refinements in the value proposition design.
9. Strategy Canvas • The Strategy Canvas is a tool from Blue Ocean Strategy that allows you to compare your value proposition against competitors based on various competitive factors. • Technique: Plot your product's performance and your competitors' performance across different attributes (e.g., price, quality, features). Identify where your value proposition can differentiate by either offering a higher level of value or addressing factors that competitors overlook.
10. Test Cards and Learning Cards • Test Cards and Learning Cards are tools used to systematically validate assumptions about the value proposition. • Test Cards: Outline hypotheses about customer jobs, pains, or gains, and detail how you plan to test them. • Learning Cards: Capture insights and learnings from each test, which inform further iterations of the value proposition. • Technique: Use these cards to guide experiments and tests on different aspects of the value proposition, and document the results to refine your strategy continuously
11. NABC Framework (Need, Approach, Benefit, Competition) • The NABC Framework is a structured way to describe the value proposition by addressing four key components: • Need: What customer need is being addressed? • Approach: What is your approach to addressing this need? • Benefit: What are the specific benefits that customers will receive? • Competition: How does your approach compare to existing solutions? • Technique: Use the NABC framework to structure your value proposition and communicate it clearly to stakeholders and customers. It helps ensure that the proposition addresses key questions about why customers should choose your solution.
12. Brainstorming and Co-Creation Sessions • Involve your team and even customers in brainstorming or co-creation workshops to generate ideas for the value proposition. • Technique: Use facilitated sessions to gather diverse perspectives on customer needs, product features, and potential differentiators. Co-creation with customers can provide first-hand insights and help shape a value proposition that resonates.
13. Value Proposition Statement Template • A structured format for crafting the value proposition statement: • “For [target customer], who [customer need], our [product/service] is [solution] that provides [key benefit]. Unlike [competitors], our solution [unique differentiator].” • Technique: Use this template to craft a clear and compelling value proposition statement. Refine the statement through iterations based on customer feedback and testing
14. Jobs-to-Be-Done Framework • The Jobs-to-Be-Done (JTBD) Framework helps understand the underlying "jobs" or tasks that customers hire a product to do. • Technique: Use the JTBD framework to identify what jobs your customers are trying to accomplish and align your value proposition around solving those jobs effectively.
15. Competitor Analysis • Competitor Analysis helps in understanding the strengths and weaknesses of rival products or services and identifying gaps in the market. • Technique: Compare your value proposition with those of your competitors to identify unique selling points and differentiation strategies.
Thank you!

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03 unit-III-Full-Notes Design Thinking.pptx

  • 1.
    UNIT III APPLIEDDESIGN THINKING TOOLS OME354 APPLIED DESIGN THINKING Dinesh R, AP, CSE Stella Mary’s College of Engineering
  • 2.
    UNIT III APPLIEDDESIGN THINKING TOOLS Concept of Minimum Usable Prototype [MUP] - MUP challenge brief - Designing & Crafting the value proposition - Designing and Testing Value Proposition; Design a compelling value proposition; Process, tools and techniques of Value Proposition Design
  • 3.
    End User-Centric Innovation User-centricinnovation is an approach to problem-solving that starts with consumer needs and work backward towards a solution. It is an approach that starts and ends with the experience of the user, encompassing every aspect of their interaction with your product or service. By crafting solutions from the point of view of the end-users, user- centric innovation ensures that every feature resonates with the needs, challenges, and desires users face.
  • 4.
    3. 1 Conceptof Minimum Usable Prototype [MUP]
  • 5.
    Minimum Usable Prototype(MUP) ● The Minimum Usable Prototype (MUP) is a development concept that focuses on building a functional prototype of a product that is just enough to be usable by early adopters or testers.
  • 6.
    ● It emphasizescreating a version of the product with the most essential and core features to test the viability of the product and gather early feedback from real users, but it is not a fully polished or feature-complete product.
  • 7.
    ● While theMinimum Viable Product (MVP) concept is more well-known, focusing on delivering just enough functionality to validate a business hypothesis, the MUP concept is more about delivering an early-stage product that is usable in a practical sense.
  • 8.
    ● MUP strikesa balance between a raw prototype and a fully operational product, offering a version that users can interact with in a meaningful way, even though it may not have all the bells and whistles of the final product.
  • 9.
    Key Aspects ofthe Minimum Usable Prototype (MUP) 1. Focus on Core Usability 2. Not Fully Polished 3. Gathering Feedback 4. Low Investment, High Learning 5. Iterative Improvement
  • 10.
    1. Focus onCore Usability ● The MUP is focused on delivering the minimum set of core features that make the product usable. These features address the basic functionality and ensure that users can accomplish the primary task or purpose of the product. It’s not just about having the basic features but ensuring those features work well enough to allow real use.
  • 11.
    2. Not FullyPolished ● The MUP does not aim to be perfect in terms of design, scalability, or performance. Instead, it is an early-stage product that gets the job done in a functional way. There might be rough edges in terms of UI design, performance, or additional features, but it is sufficient for users to try out and provide valuable feedback.
  • 12.
    3. Gathering Feedback: ●One of the primary goals of the MUP is to gather feedback from users based on their interactions with the prototype. The feedback gathered can help the development team refine the product and prioritize features for the next iterations. Real-world feedback is invaluable for understanding whether the product meets user needs, works as expected, or requires significant changes before further development.
  • 13.
    4. Low Investment,High Learning ● The MUP approach encourages building a low-cost, early-stage version of the product, which allows the team to validate the core concepts without sinking too much time or resources into development. It’s about learning as quickly as possible by putting something into users' hands without waiting for a fully developed product.
  • 14.
    5. Iterative Improvement ●Once feedback from the MUP is received, the development team can iterate on the product to improve usability, add more features, fix issues, and address any concerns raised by users. This iterative approach ensures that the product evolves based on real user experience rather than assumptions made in development.
  • 15.
    Why is theMUP Concept Important? 1. Real-world Testing 2. Early Adoption 3. Resource Efficiency 4. Improved User Experience
  • 16.
    1. Real-world Testing ●MUP allows companies to test a usable version of the product with real users in the real world. It focuses on practical, actionable feedback, unlike high-level theoretical validation with mockups or wireframes.
  • 17.
    2. Early Adoption ●By creating an MUP, companies can attract early adopters who are willing to try new products in their early stages. These users provide critical insights into what works and what doesn’t.
  • 18.
    3. Resource Efficiency ●The MUP requires less time and effort compared to building a full-featured product upfront, reducing the risk of over-investing in features or designs that may not resonate with users.
  • 19.
    4. Improved UserExperience ● While an MVP may validate basic product-market fit, an MUP improves usability by focusing on delivering a functional experience. This makes it more likely to retain early users and gather deeper insights into how they engage with the product.
  • 20.
    3. 2 MUPchallenge brief
  • 21.
    The Minimum UsablePrototype (MUP) approach has several benefits, such as allowing for early real-world feedback and efficient use of resources. However, it also comes with certain challenges. Here’s a brief overview of the common challenges associated with the MUP concept: 1. Defining “Minimum Usable” Features 2. Lack of Polish 3. Difficulty in Securing Early Adopters 4. Incomplete User Experience 5. Risk of Negative Perception 6. Scaling Feedback Effectively 7. Short-Term Usability vs. Long-Term Scalability
  • 22.
    1. Defining “MinimumUsable” Features ● Challenge: One of the biggest hurdles in developing an MUP is determining what constitutes the "minimum usable" version of the product. It’s not always easy to strike the right balance between delivering essential features that provide value and cutting non-critical features that could improve usability. ● Example: A product might require more features to be genuinely usable than initially anticipated, leading to debates within the team about what should be included in the MUP.
  • 23.
    ● Solution: Startby focusing on the core functionality that addresses the primary problem your users are facing. Use customer discovery techniques, such as interviews and observations, to identify which features are truly necessary for the first prototype.
  • 24.
    2. Lack ofPolish • Challenge: The MUP, by definition, is not a fully polished product. This can lead to early adopters encountering rough edges, such as minor bugs, incomplete designs, or missing features, which can lead to negative first impressions or customer dissatisfaction. • Example: A basic but functional app might be slow or have a clunky user interface, which could frustrate users even though the core functionality is present.
  • 25.
    ● Solution: Ensurethat while the MUP doesn’t have to be feature-rich, the core features that are implemented should work smoothly. Focus on stability and usability for those few key elements, and make sure the prototype doesn’t break during real-world use.
  • 26.
    3. Difficulty inSecuring Early Adopters • Challenge: Some users may be hesitant to try an incomplete product, especially if they expect a fully polished version. Without enough early adopters willing to test the MUP, it becomes harder to gather sufficient feedback and validate assumptions. • Example: If the MUP lacks essential features that the users expect, they may abandon the product early on, making it difficult to get useful feedback.
  • 27.
    ● Solution: Targetearly adopters or users who are more forgiving and open to testing new products. Communicate clearly that the product is in its early stages and that their feedback is crucial to shaping future versions. Incentivize participation by offering them early access, special features, or a sense of contribution to product development.
  • 28.
    4. Incomplete UserExperience • Challenge: While the MUP focuses on core usability, other aspects of the product experience, such as aesthetics, user interface design, or additional helpful features, may be missing. This can lead to frustration if users expect a more comprehensive experience. • Example: In a product designed to streamline task management, users might expect seamless integration with their calendar apps, but the MUP may lack this feature, causing them to feel the product is incomplete
  • 29.
    ● Solution: Clearlyset user expectations that the MUP is a functional prototype focused on core features. Make sure the product’s key feature (or set of features) works well, and use user feedback to improve the overall experience in future iterations.
  • 30.
    5. Risk ofNegative Perception • Challenge: If users encounter too many usability issues or limitations in the MUP, it can create a negative perception of the product. Even if the product is improved in future iterations, it might be hard to win back users who had a poor initial experience. • Example: A fitness app MUP may allow users to log workouts but lacks motivational elements, which could make users feel the product is underwhelming, leading them to abandon it early on.
  • 31.
    ● Solution: Makesure the MUP delivers clear, tangible value to users, even if it is minimal. Focus on solving a key pain point well and communicate the product’s roadmap to users, letting them know improvements are coming. Engage users who provide feedback to make them feel part of the product’s evolution.
  • 32.
    6. Scaling FeedbackEffectively • Challenge: While an MUP enables you to collect early feedback, it can be challenging to process and act on all the feedback received, especially when different users provide conflicting suggestions. Prioritizing what to implement or improve next can become difficult. • Example: One group of users may want additional integrations with existing tools, while another may focus on improving the design, creating tension around what to prioritize in the next development phase.
  • 33.
    ● Solution: Prioritizefeedback that aligns with the original problem your product is trying to solve. Focus on the feedback that supports the most critical improvements needed to ensure the core product remains usable and valuable. Use frameworks like the ICE (Impact, Confidence, Ease) scoring model to prioritize features.
  • 34.
    7. Short-Term Usabilityvs. Long-Term Scalability • Challenge: When focusing on the MUP, the temptation is to build something quickly that works in the short term but may not scale well in the long term. For example, a quick solution may work for a few users but won’t be efficient or scalable when the user base grows. • Example: A payment solution MUP might support manual processing of transactions for a small number of users, but this method won’t be scalable for a larger user base, potentially requiring the re-engineering of
  • 35.
    ● Solution: Whilethe MUP focuses on the immediate usability, plan for scalability in the long term. Build the foundation (in terms of architecture and design) in a way that future scalability is not compromised, even if you’re delivering a bare-bones product now.
  • 36.
    8. Transitioning fromMUP to MVP or Full Product • Challenge: Once the MUP has been tested, it can be difficult to determine the next step. What should the product evolve into—a more feature-rich MVP or the full version? Balancing the feedback from the MUP with the product’s long-term vision can be tricky. • Example: After testing an MUP, you may find that users demand multiple features or additional functionality, which may complicate the original product vision. Deciding what to build next becomes challenging.
  • 37.
    ● Solution: Aftergathering feedback, identify the most valuable and impactful improvements that should be added next. Work closely with your development, design, and product teams to decide on the most strategic next steps—whether it's iterating on the MUP, moving towards an MVP, or even a full-featured product.
  • 38.
    3. 3 Designing& Crafting the value proposition
  • 39.
    Value Proposition ● Avalue proposition is defined as the set of benefits that a product or service offers to customers. It describes how the product or service solves a customer's problem or fulfills a need, creating value in a way that is engaging to the customer. ● In the context of Value Proposition Design, a value proposition is constructed by identifying specific customer jobs, pains, and gains, and then designing solutions that effectively address these aspects.
  • 40.
    ● The valueproposition aims to match the key elements of what customers are trying to achieve (jobs), lighten their frustrations or challenges (pains), and deliver desired outcomes or additional benefits (gains). ● This process involves using the Value Proposition Canvas, which helps to clarify the product's key features (products and services) and how these features relieve pains and create gains for the target customer.
  • 41.
    ● The ultimategoal of a value proposition is to achieve a "fit" between the product and customer needs, where the product's benefits align closely with what matters most to customers—addressing important jobs, reducing significant pains, and providing valuable gains.
  • 42.
    Designing & Craftingthe Value Proposition ● Designing and crafting a value proposition is a structured process that involves creating a product or service offering that aligns with the needs, pain points, and desires of your target customers. ● The Value Proposition Canvas is a primary tool used to accomplish this, as it allows companies to visualize and test their ideas iteratively, ensuring that the value proposition resonates well with potential customers.
  • 43.
    Here is adetailed breakdown of the process: 1. Understand Customer Profile 2. Develop the Value Map 3. Achieving "Fit" Between the Customer Profile and Value Map 4. The Iterative Process of Designing the Value Proposition 5. Crafting the Value Proposition 6. Common Approaches for Developing Value Propositions 7. Visual and Comparative Tools for Crafting Value Propositions
  • 44.
    1. Understand CustomerProfile ● To design a compelling value proposition, you first need to have a deep understanding of the Customer Profile, which includes: • Customer Jobs: What tasks or problems are customers trying to solve? These can be functional, emotional, or social tasks.
  • 45.
    • Pains: Thenegative experiences, challenges, and risks that the customer encounters while trying to accomplish their jobs. • Gains: The positive outcomes or benefits that customers expect, desire, or would be delighted by when using a product or service. ● By understanding these components, the goal is to identify the most significant customer jobs, pains, and gains to be addressed.
  • 46.
    2. Develop theValue Map ● The Value Map is the other part of the Value Proposition Canvas, which matches the customer profile: • Products & Services: The core offerings that provide solutions to customer jobs.
  • 47.
    • Pain Relievers:How the product or service lightens specific customer pains. These features should effectively eliminate, reduce, or address the negative aspects that the customer experiences. • Gain Creators: How the product or service provides gains. These should include features that enhance, improve, or provide additional value that exceeds customer expectations.
  • 48.
    3. Achieving "Fit"Between the Customer Profile and Value Map ● The ultimate goal of designing a value proposition is to achieve a "fit" between the Customer Profile and the Value Map. This involves ensuring that: • Your products and services are precisely solving significant customer jobs. • The pain relievers effectively address important pains. • The gain creators deliver meaningful value that matters to the customer.
  • 49.
    ● The processof achieving fit happens in three stages: 1. Problem-Solution Fit: This occurs when you identify customer jobs, pains, and gains and design a value proposition to address them. 2. Product-Market Fit: This is achieved when customers react positively to the value proposition, and it gains traction in the market. 3. Business Model Fit: This occurs when you can successfully embed the value proposition into a scalable and profitable business model.
  • 50.
    4. The IterativeProcess of Designing the Value Proposition ● Designing a value proposition is not a linear process; it's an iterative one involving continuous cycles of prototyping, testing, and learning: • Prototyping: Begin by developing multiple versions of your value proposition using quick and inexpensive methods like sketches, storyboards, or simple mockups. The objective is to make the ideas tangible enough to test with customers.
  • 51.
    • Testing: Putprototypes in front of real customers to gather feedback. The focus is on validating assumptions about customer needs and whether the proposed value resonates with them. • Refinement: Based on feedback, iterate and refine the value proposition to ensure that it better meets the needs and addresses the pain points of the target users​
  • 52.
    5. Crafting theValue Proposition ● Crafting a value proposition requires clear communication about what makes your product or service distinct and valuable. The following are essential aspects of crafting a value proposition: • Focus on the Most Important Jobs, Pains, and Gains: You can't address every need; instead, prioritize the jobs, pains, and gains that are most relevant and significant for your target audience.
  • 53.
    • Be Specific:Avoid vague claims. Describe precisely how your product solves customer problems and what value it brings. • Differentiation: Your value proposition should clearly articulate what makes your product or service better than alternatives. Use pain relievers and gain creators that set your solution apart from competitors.
  • 54.
    6. Common Approachesfor Developing Value Propositions ● There are multiple entry points for developing value propositions, including: • Customer-Centric Starting Point: Start by identifying an unmet customer need or an underserved market segment and design a value proposition tailored to address that need. • Technology Push: Alternatively, start with a new invention or technological capability and create a value proposition that leverages this innovation to meet a
  • 55.
    7. Visual andComparative Tools for Crafting Value Propositions ● Strategy Canvas: Use a strategy canvas to compare your value proposition against those of your competitors. This visual tool helps to differentiate your offering by assessing how your product performs on various competitive factors like gains and pain relievers compared to alternatives in the market.
  • 56.
    3. 4 Designa compelling value proposition
  • 57.
    Design a compellingvalue proposition ● Designing a compelling value proposition involves clearly defining the unique value your product or service provides to customers, emphasizing how it meets their needs better than any alternatives. ● A compelling value proposition is more than just a statement—it's a strategic tool that aligns your offering with the key problems, needs, and desires of your target market.
  • 58.
    Steps to Designa Compelling Value Proposition 1. Understand Your Target Market 2. Develop the Value Map 3. Match the Value Map to the Customer Profile 4. Prioritize What Matters Most 5. Make It Unique and Differentiated 6. Communicate Value Clearly and Concisely 7. Test and Validate the Value Proposition 8. Address Different Customer Segments 9. Communicate the Value Proposition Across Touchpoints
  • 59.
    1. Understand YourTarget Market ● To design an effective value proposition, you need to have a deep understanding of your target market. This involves defining the target users or segments that your product serves and conducting research to understand their needs. ● Customer Profile Development: Create a customer profile by analyzing your target users' jobs, pains, and gains.
  • 60.
    • Jobs: Whatare the functional, social, or emotional tasks the customer is trying to accomplish? • Pains: What are the negative experiences or challenges that customers face while trying to complete these jobs? • Gains: What are the benefits or positive outcomes that customers want to achieve? ● Conducting interviews, surveys, and field visits can help uncover deeper insights about customer needs and preferences.
  • 61.
    2. Develop theValue Map ● The Value Map is the part of the Value Proposition Canvas that describes how your product or service provides value by addressing the needs identified in the customer profile. • Products & Services: List all the features, benefits, and services your product offers. Ensure that the features align with the specific jobs that customers need to complete.
  • 62.
    ● Pain Relievers:Define how your product alleviates or eliminates the pains faced by customers. These could be pain points like inefficiency, cost, inconvenience, or complexity. ● Gain Creators: Highlight how your product or service provides gains for customers, such as enhancing their experience, saving them time, or giving them access to something they desire.
  • 63.
    3. Match theValue Map to the Customer Profile ● The key to designing a compelling value proposition is to achieve a fit between the Customer Profile and the Value Map. This means ensuring that: • Your products and services align directly with customer jobs. • Your pain relievers effectively address the most significant pain points. • Your gain creators provide meaningful and valuable benefits that are attractive to the customer.
  • 64.
    ● To dothis, you need to carefully evaluate the customer profile and select the most critical jobs, pains, and gains. Then match them to the products, pain relievers, and gain creators in your value map.
  • 65.
    4. Prioritize WhatMatters Most ● You cannot solve every problem or offer every possible feature. To create a compelling value proposition, focus on: • Most Significant Jobs: Identify the jobs that matter most to your customers and design your product to address these core needs.
  • 66.
    ● Addressing MajorPains: Focus on alleviating the most painful experiences or frustrations your customers face. Solve a critical pain point effectively, and you will create a compelling reason for customers to choose your product. ● Delivering High-Value Gains: Look for opportunities to create gains that exceed customer expectations or create delightful surprise
  • 67.
    5. Make ItUnique and Differentiated ● A compelling value proposition sets your product apart from competitors. To differentiate your offering: • Competitive Benchmarking: Analyze your competitors’ value propositions and assess how they address similar customer needs. Look for gaps or opportunities where your product can excel. • Highlight Unique Differentiators: Identify what makes your product different or better, whether it's a unique feature, superior customer experience, better pricing, or an innovative approach to solving customer problems.
  • 68.
    6. Communicate ValueClearly and Concisely ● Craft a value proposition statement that communicates the value of your product in a simple and easily understood way. This statement should be: • Focused on the Customer: Avoid technical jargon or industry buzzwords; instead, speak in a language that resonates with your target customers.
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    ● Outcome-Oriented: Focuson the outcomes or results that the customer will receive. For example, instead of saying “our product has a 20% faster processing speed,” say “our product helps you complete tasks 20% faster.” ● Memorable: Make it easy for potential customers to remember your value proposition. Use short, impactful phrases.
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    ● A typicalvalue proposition template might look like: • “For [target customer], who [customer needs], our product is [product type] that provides [key benefit]. Unlike [competitor], our product [unique differentiator].”
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    7. Test andValidate the Value Proposition ● Designing a compelling value proposition is an iterative process. To make sure that your value proposition resonates with your target audience: • Prototype and Test: Create versions of your value proposition statement and test them with potential customers. This could be through direct interviews, online surveys, or focus groups.
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    ● Customer Feedback:Gather feedback to understand what parts of the value proposition resonate, what needs to be changed, and which benefits are most compelling to customers. ● Refinement: Iterate on your value proposition based on customer feedback until you achieve a message that effectively communicates the core value of your product.
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    8. Address DifferentCustomer Segments ● Sometimes, you may serve multiple customer segments with distinct needs. In such cases: • Create Multiple Value Propositions: Develop a unique value proposition for each customer segment. This helps in targeting specific needs and creating a tailored approach. • Segmented Marketing Strategies: Use different marketing messages that align with each value proposition to reach different segments effectively.
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    9. Communicate theValue Proposition Across Touchpoints ● A compelling value proposition should be visible across all customer touchpoints, including: • Website: Clearly showcase the value proposition on your website’s homepage, product pages, and other key landing pages. • Marketing and Advertising: Use your value proposition to drive marketing campaigns. Make sure that ads, social media posts, and content marketing materials convey the core benefits effectively.
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    • Sales Conversations:Equip sales teams with value proposition-focused materials and talking points to ensure they can clearly communicate the value to potential customers.
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    Process The process ofdesigning a compelling value proposition is a structured and iterative approach that ensures your product or service aligns with the needs, pain points, and desires of your target customers. Here’s a step-by-step explanation of the process involved in crafting a compelling value proposition: Step 1: Understand Your Target Market Step 2: Create the Value Map Step 3: Achieve Fit Between Customer Profile and Value Map Step 4: Prioritize What Matters Most Step 5: Differentiate Your Offering Step 6: Craft the Value Proposition Statement Step 7: Test and Validate the Value Proposition Step 8: Implement Across All Touchpoints Step 9: Monitor and Adapt
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    Step 1: UnderstandYour Target Market ● Identify the Target Users: Start by defining who your target users are. This includes specific segments of the market that would benefit from your product or service. ● Conduct Research: Use various research methods such as interviews, surveys, customer feedback, and market analysis to gather data on your target users. The goal is to gain a deep understanding of their needs, behaviors, challenges, and desires. ● Develop the Customer Profile: This profile includes the key aspects of your target market: ● Customer Jobs: Tasks, problems, or needs that the customers are trying to solve. These can be functional, social, or emotional tasks. ● Pains: Negative experiences, obstacles, or risks associated with their jobs. These are the problems or frustrations customers want to avoid. ● Gains: The benefits or positive outcomes customers seek. These are the results or achievements they want when using a product.
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    Step 2: Createthe Value Map ● The Value Map is part of the Value Proposition Canvas and serves as a blueprint for aligning your product's features with customer needs. ● Products & Services: List the products, features, or services your company offers that are relevant to the customer’s jobs. ● Pain Relievers: Describe how your product helps alleviate the customer’s pains. This could include features that reduce costs, save time, or eliminate frustrations. ● Gain Creators: Explain how your product provides benefits that meet or exceed customer expectations. Gain creators may include added convenience, improved performance, or additional features that bring value.
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    Step 3: AchieveFit Between Customer Profile and Value Map ● The goal is to create a strong alignment between the Customer Profile and the Value Map. ● Match Products & Services to Customer Jobs: Ensure that the features and services directly address the tasks or problems the customer is trying to solve. ● Align Pain Relievers with Customer Pains: Make sure the solutions effectively address the most significant pain points for customers. ● Connect Gain Creators to Desired Gains: The value you provide should offer meaningful and relevant benefits that appeal to the customer. ● Achieving this "fit" means that your value proposition resonates with the target customers because it addresses their most important needs
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    Step 4: PrioritizeWhat Matters Most ● Focus on the most significant jobs, pains, and gains for your target customers. It’s important to prioritize the aspects that will deliver the most value. ● You may not be able to solve every problem or deliver every gain, so prioritize based on the issues that matter most to your target users. ● Use the insights gathered during research to rank customer needs and pain points according to their impact on user satisfaction and adoption.
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    Step 5: DifferentiateYour Offering ● Identify Your Unique Differentiators: Determine what sets your product or service apart from competitors. This could be unique features, a superior customer experience, better pricing, or innovative technology. ● Competitive Analysis: Study what your competitors are offering and find opportunities to position your product as better or different. Highlight the specific aspects that make your solution superior. ● Emphasize Unique Value: Clearly communicate why your product or service is the best choice for solving the customer’s problem
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    Step 6: Craftthe Value Proposition Statement • Create a Clear and Compelling Statement: Formulate a value proposition statement that succinctly describes the value your product or service provides, why it’s relevant, and how it’s different from alternatives. • Focus on Outcomes: Describe how the product helps customers achieve their goals or solve their problems. • Template for the Value Proposition Statement: • “For [target customer] who [needs], our [product/service] is [unique solution] that provides [benefit/outcome]. Unlike [competitors], our product [differentiator].”
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    Step 7: Testand Validate the Value Proposition • Create Prototypes or Mockups: Develop prototypes, mockups, or early versions of your product and present them to potential customers for feedback. • Collect Feedback: Use various methods, such as customer interviews, surveys, focus groups, or usability testing, to gather feedback on your value proposition. This feedback will help you understand if the proposed value resonates with users. • Iterate and Refine: Based on feedback, make changes to the value proposition to improve its alignment with customer needs. This iterative approach ensures that you continuously refine the message until it effectively communicates the core benefits.
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    Step 8: ImplementAcross All Touchpoints • Integrate the Value Proposition into Marketing: Ensure your marketing messages, advertisements, and promotional materials consistently reflect your value proposition. • Use the Value Proposition in Sales Conversations: Train your sales teams to communicate the value proposition clearly during interactions with potential customers. • Consistently Deliver the Value: Make sure the actual product experience aligns with the value proposition. Customers should experience the promised value when they use your product.
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    Step 9: Monitorand Adapt • Track Metrics: Use key performance indicators (KPIs) to measure the effectiveness of your value proposition. These metrics could include customer satisfaction, conversion rates, retention rates, and market share. • Adapt Based on Market Changes: As customer needs and market conditions evolve, continuously revisit and update your value proposition to stay relevant.
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    3. 6 Toolsand Techniques of Value Proposition Design
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    ● Value PropositionDesign involves a set of tools and techniques that help businesses systematically create, refine, and test their value propositions. These tools aim to ensure that the value proposition aligns with the needs, pains, and gains of the target customers and stands out against the competition. Here’s a detailed overview of the most important tools and techniques used in value proposition design:
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    ● Value Map:This section covers: ○ Products & Services: The offerings that help customers complete their jobs. ○ Pain Relievers: How the product addresses specific customer pains. ○ Gain Creators: How the product provides desired benefits or positive outcomes. ● Technique: Start by filling out the customer profile to understand the target customers deeply, then map your value proposition to ensure alignment between what customers need and what your product provides.
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    2. Customer DevelopmentInterviews • Customer development interviews involve speaking directly with potential or current customers to understand their needs, challenges, and preferences. • Technique: Use open-ended questions to gather deep insights into customer jobs, pains, and gains. The insights gathered from these interviews can help validate assumptions about the customer profile and inform adjustments to the value proposition.
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    3. Prototyping • Prototypinginvolves creating simple, low-fidelity versions of the product or specific features to test with customers. • Technique: Build quick prototypes (e.g., sketches, wireframes, mockups) that represent different aspects of the value proposition. Use these prototypes to gather user feedback on specific pain relievers, gain creators, or overall product usability. This iterative process helps refine the value proposition based on actual customer responses.
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    4. Minimum ViableProduct (MVP) • The Minimum Viable Product (MVP) is a version of a product that includes just enough features to be usable by early adopters while still allowing for feedback collection. • Technique: Launch an MVP to test whether the value proposition resonates with your target market. Use feedback from MVP users to understand which features are valued, which pain relievers are effective, and what additional gains customers desire. This helps in fine-tuning the value proposition.
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    5. A/B Testing •A/B testing is a method of comparing two versions of a product, feature, or marketing message to see which one performs better. • Technique: Use A/B testing to test different value proposition statements, product features, or marketing messages with your target audience. For example, you could test two different landing pages, each highlighting different aspects of the value proposition, to determine which one drives more conversions.
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    6. Empathy Map •An Empathy Map is a visual tool used to gain a deeper understanding of the customer by capturing what they say, think, feel, and do in relation to a particular problem or task. • Technique: Create an empathy map based on customer interviews or observations to help identify hidden needs, unspoken pains, and unexpected gains. This can provide insights into how to enhance the value proposition to better match customer expectations.
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    7. Customer JourneyMapping • Customer Journey Mapping involves creating a visual representation of the steps customers take when interacting with your product or service, from awareness to purchase and beyond. • Technique: Use customer journey maps to identify touchpoints where customers experience pain or delight. This helps in determining which parts of the value proposition need to be strengthened or communicated more effectively.
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    8. SWOT Analysis(Strengths, Weaknesses, Opportunities, Threats) • SWOT Analysis is a strategic tool that helps businesses assess their internal strengths and weaknesses, as well as external opportunities and threats. • Technique: Perform a SWOT analysis for your value proposition to identify areas where your product excels (strengths), areas that need improvement (weaknesses), market opportunities to leverage (opportunities), and competitive risks (threats). This analysis can guide refinements in the value proposition design.
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    9. Strategy Canvas •The Strategy Canvas is a tool from Blue Ocean Strategy that allows you to compare your value proposition against competitors based on various competitive factors. • Technique: Plot your product's performance and your competitors' performance across different attributes (e.g., price, quality, features). Identify where your value proposition can differentiate by either offering a higher level of value or addressing factors that competitors overlook.
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    10. Test Cardsand Learning Cards • Test Cards and Learning Cards are tools used to systematically validate assumptions about the value proposition. • Test Cards: Outline hypotheses about customer jobs, pains, or gains, and detail how you plan to test them. • Learning Cards: Capture insights and learnings from each test, which inform further iterations of the value proposition. • Technique: Use these cards to guide experiments and tests on different aspects of the value proposition, and document the results to refine your strategy continuously
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    11. NABC Framework(Need, Approach, Benefit, Competition) • The NABC Framework is a structured way to describe the value proposition by addressing four key components: • Need: What customer need is being addressed? • Approach: What is your approach to addressing this need? • Benefit: What are the specific benefits that customers will receive? • Competition: How does your approach compare to existing solutions? • Technique: Use the NABC framework to structure your value proposition and communicate it clearly to stakeholders and customers. It helps ensure that the proposition addresses key questions about why customers should choose your solution.
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    12. Brainstorming andCo-Creation Sessions • Involve your team and even customers in brainstorming or co-creation workshops to generate ideas for the value proposition. • Technique: Use facilitated sessions to gather diverse perspectives on customer needs, product features, and potential differentiators. Co-creation with customers can provide first-hand insights and help shape a value proposition that resonates.
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    13. Value PropositionStatement Template • A structured format for crafting the value proposition statement: • “For [target customer], who [customer need], our [product/service] is [solution] that provides [key benefit]. Unlike [competitors], our solution [unique differentiator].” • Technique: Use this template to craft a clear and compelling value proposition statement. Refine the statement through iterations based on customer feedback and testing
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    14. Jobs-to-Be-Done Framework •The Jobs-to-Be-Done (JTBD) Framework helps understand the underlying "jobs" or tasks that customers hire a product to do. • Technique: Use the JTBD framework to identify what jobs your customers are trying to accomplish and align your value proposition around solving those jobs effectively.
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    15. Competitor Analysis •Competitor Analysis helps in understanding the strengths and weaknesses of rival products or services and identifying gaps in the market. • Technique: Compare your value proposition with those of your competitors to identify unique selling points and differentiation strategies.
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