The document discusses the importance of sustainable design and value proposition design in business success, emphasizing that design should be an integral part of the product development process rather than a mere phase. It highlights the need for a customer-centric approach in product development and better alignment between product development and sales/marketing. Additionally, it outlines methodologies for creating value through understanding customer jobs, pains, and gains, and emphasizes collaboration and experimentation for successful value creation.

1. Creating value through
sustainable design.

2. Why Value
Proposition Design?
Hands-on: Empathy Map
& Customer Profile Hands-on: Value Map
Hands-on: Product-
market it?
2GEODIS Freight Forwarding
Agenda

3. ”The design process is meant to
understand, diverge and define, not decorate. It is now
the key element to business success”
”Design is the process used to
build product…design is not a phase in the
process…it is the process.”

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We focus on products and features too much and
not on how we create value for customers.
Our product development process doesn’t use a
customer-focused methodology.
Product Development and Sales/Marketing are poorly aligned
when trying to develop new value propositions.

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Successful Products Process

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DESIGN TECHNOLOGY
BUSINESS CUSTOMERS
where
magic
happens

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Design Thinking and Lean Startup Principles
Anticiparse a los cambios
centrandose en los
problemas de los clientes
para resolverlos.
#Empatizar
User-centric mindset
Ir más rápido al poner
todas las habilidades
alrededor de la mesa.
#Colaborar
Work together
No perdernos en los
product roadmaps y
enfocarnos en el impacto
que construimos.
#Seguiradelante
Result Oriented
Acelerar la salida al mercado
mediante el desarrollo de un
diálogo permanente con el
mercado a través de
experimentaciones.
#Probar
Experiment

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One methodology, a wide range of practical applications
Companies use this methodology in diverse ways with applications spanning
from strategic reorientation to on-boarding new employees
and fostering innovative thinking across all levels.

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Value Proposition Design will help you successfully

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You achieve Fit when your value map meets your
customer profile — when your products and services produce pain
relievers and gain creators that match one or more of the jobs, pains,
and gains that are important to your customer.
Customer ProfileValue Map
Gain Creators describe how
your products and services
create customer gains.
Pain Relievers describe how
your products and services
alleviate customer pains.
This is a list of all the
Products and Services
a value proposition is
built around.
Gains describe the outcomes
customers want to achieve or
the concrete benefits they are
seeking.
Customer Jobs describe
what customers are trying
to get done in their work and
in their lives, as expressed in
their own words.
Pains describe bad outcomes,
risks, and obstacles related to
customer jobs.

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Ranking Jobs, Pains, and Gains

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Goal:
product-market
Create Value Observe Customers
The set of value proposition benefits that you
design to attract customers
The set of customer characteristics that you
assume, observe, and verify in the market.

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Goal:
product-market

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Interviewing Customers

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27. Thank You!