Value Proposition Design
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Value proposition design is about observing customers then designing products that help them get their jobs done. This presentation outlines an example of designing an effective vale proposition.
Value Proposition Design
- 1. Creating Value by Observing Customers
- 4. PERSONAS Quantitative and Qualitative Customer Data Personified
- 5. Personas ? How personas are created ? The personas ? Important details ? Using personas in our work
- 6. How personas are created Qualitative Data Quantitative Data Interviews Get Sat Surveys Screeners Customer Service Calls Surveys Barna Study Google Analytics MySQL iDev
- 7. Michael Alman Michael Alman Primary PERSONA TIER Accountability User Porn Addict ROLE RELATIONSHIP
- 8. Mary Alman Mary Alman Secondary PERSONA TIER Account Administrator Spouse of Porn Addict ROLE RELATIONSHIP
- 9. Tom Smith Tom Smith Secondary PERSONA TIER Accountability Partner Friend of Porn Addict ROLE RELATIONSHIP
- 10. VALUE PROPOSITION CANVAS Creating Value by Observing Customers
- 12. ObserveDesign
- 14. Value Proposition Canvas Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams Communities Professional Services
- 22. Michael Alman Michael Alman Primary PERSONA TIER Accountability User Porn Addict ROLE RELATIONSHIP
- 23. Job Importance Gains Customer Job(s) Pains Important Michael Alman Avoid temptations Regain Mary’s trust Education about issue Overcome porn Talk to partner Less Important
- 24. Pain Severity Gains Customer Job(s) Pains Extreme Moderate Michael Alman Software on devices Being labeled as an addict This is going to take a while Inaccurate reporting This could get expensive I feel like I’m alone in this
- 25. Gain Relevance Gains Customer Job(s) Pains Essential Nice To Have Michael Alman Hope of gaining back trust Knowledge about myself & marriage Trusted, authoritative stance Hope of victory over porn Someone to talk to about this issue
- 26. Gain Creators Pain Relievers Products & Services Products & Services Relevance Essential Nice To Have Authority on porn Milestones Porn blocking Educational Resources Porn blocking Talking facilitation Challenges Michael Alman
- 27. Gain Creators Pain Relievers Products & Services Pain Relievers Relevance Essential Nice To Have Affordable service Success stories Full software coverage Equip partners Improved reporting The option to remove the eye Michael Alman
- 28. Gain Creators Pain Relievers Products & Services Gain Creators Relevance Essential Nice To Have Michael Alman Evidence of success Understand pornography Intact and healing marriages Evidence of long-term success Accountability partners
- 29. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment The Value Proposition Canvas Covenant Eyes Michael Alman Avoid tempations Overcome porn Regain Mary’s trust Talk to partner Education about issueInaccurate reporting Software on devices Being labeled as an addict This could get expensive This is going to take a while I feel like I’m alone in this Hope of victory over porn Hope of gaining back trust Understanding about myself & marriage Someone to talk to about this issue Trusted, authoritative stance Porn-detection Milestones Educational Resources Challenges Porn-blocking Communication facilitation Full software coverage? Affordable service Success stories Authority on porn Evidence of long-term success Understanding of pornography Intact-and-healing marriages Accountability partners Improve reporting? Equip partners The option to remove the eye? Evidence of success
- 30. Mary Alman Mary Alman Secondary PERSONA TIER Account Administrator Spouse of Porn Addict ROLE RELATIONSHIP
- 31. Job Importance Gains Customer Job(s) Pains Important Less Important Mary Alman Anchor in the storm Help husband defeat lust Affirm that I’m not alone Save marriage Education about issue Husband talk to someone
- 32. Pain Severity Gains Customer Job(s) Pains Extreme Moderate Mary Alman Nothing to cling to Software has let me down This could get expensive I feel unloved and unwanted I feel like I’m alone in this It’s going to be a long process
- 33. Gain Relevance Gains Customer Job(s) Pains Essential Nice To Have Mary Alman Someone I trust that I can turn to Hope of Michael only having eyes for me Offload role of “porn cop”. Understandi ng Michael, myself and marriage Others fighting porn with me Community of people fighting porn
- 34. Gain Creators Pain Relievers Products & Services Products & Services Relevance Essential Nice To Have Authority on porn Milestones Porn blocking Educational Resources Porn blocking Talking facilitation Challenges Mary Alman
- 35. Gain Creators Pain Relievers Products & Services Pain Relievers Relevance Essential Nice To Have Third-party to cling to Inability for Michael to hide issue Reduce perceived isolation Truth- revealing answers Reliable software Confidence in the process Mary Alman Valuable service
- 36. Gain Creators Pain Relievers Products & Services Gain Creators Relevance Essential Nice To Have Mary Alman Expertise that I didn’t have Connected with wives of recoverers Intact and healing marriages Evidence of Michael’s success Evidence of Michael’s long-term success Accountability partners
- 37. Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment The Value Proposition Canvas Covenant Eyes Mary Alman Anchor in the storm Save marriage Help husband defeat lust Education about issue Husband talk to someone Affirm that I’m not aloneI feel unloved and unwanted Nothing to cling to My husband is a coward Software has let me down I feel like I’m alone in this This could get expensive It’s going to be a long process M ichael’s stupid m outh Is this m y fault? Hope of trusting Michael someday Someone I trust to turn to Hope of Michael becoming victorious Hope of Michael only having eyes for me Understanding Michael, myself and marriage Community of people fighting porn Offload role of “porn-cop”. Porn-detection Milestones Educational Resources Community Forum Challenges Porn-blocking Communication facilitation Third-party to cling to Truth-revealing answers Reduce perceived isolation C onfidence from accountability partner Visible change in M ichael Reliable software Valuable service Inability for Michael to hide from issue Confidence in the process Authority on porn Expertise that I didn’t have Evidence of Michael’s success Evidence of Michael’s long-term success Intact-and-healing marriage Wives of recoverers community Accountability partners
- 38. Tom Smith Tom Smith Secondary PERSONA TIER Accountability Partner Friend of Porn Addict ROLE RELATIONSHIP
- 39. Job Importance Gains Customer Job(s) Pains Important Tom Smith Help Michael overcome porn Get educated about issue Vouch for Michael Help Michael save marriage Keep Mike honest Less Important
- 40. Pain Severity Gains Customer Job(s) Pains Extreme Moderate Tom Smith Software limitations I feel unequipped Inability to track progress Talking about this can be awkward
- 41. Gain Relevance Gains Customer Job(s) Pains Essential Nice To Have Tom Smith Hope of helping Mike Knowledge about porn Trusted, authoritative stance Hope of victory over porn Decide whether I need help Ammo for blasting or building up
- 42. Gain Creators Pain Relievers Products & Services Products & Services Relevance Essential Nice To Have Authority on porn Milestones Porn blocking Educational Resources Porn blocking Talking facilitation Challenges Tom Smith
- 43. Gain Creators Pain Relievers Products & Services Pain Relievers Relevance Essential Nice To Have Free service Coaching for helping Mike Full software coverage Education about issue Improved reporting Tom Smith
- 44. Gain Creators Pain Relievers Products & Services Gain Creators Relevance Essential Nice To Have Tom Smith Evidence of success Incident Reports Evidence of long-term success Reports Personalized help The ability to sign up for myself
- 46. People who actually use our service for prevention, protection, and recovery. People who help others use our service for prevention, protection, and recovery. USERS AND NON-USERS
- 48. Pre- Contemplation Contemplation Preparation Action Maintenance Relapse No intention on changing behavior Aware problem exists but with no commitment to action Intent on taking action to address the problem Active modification of behavior Sustained change. New behavior replaces old. Fall back into old patterns of behaviors Upward Spiral Learn from each relapse Unrepentant Michael Pre-contemplation There is nothing wrong with porn. Masked Michael Contemplation I have a hidden porn problem. Exposed Michael Preparation My porn problem has been revealed. Recovering Michael Action I am doing better, but I still struggle Maintaining Michael Maintenance I have a sense of victory over porn. ADDICTION CHANGE CYCLE Michael’s phases closely map to the change cycle
- 49. Some other things to know ? There are users and non-users. ? Michael goes through phases of an addiction change cycle. ? Tom and Mary ride along with Michael as he changes.
- 50. PROGRESSION OF MICHAEL UNMASKED MAINTAINING RECOVERINGRECOVERING
- 51. Some other things to know ? There are users and non-users. ? Michael goes through phases of an addiction change cycle. ? Tom and Mary ride along with Michael as he changes. ? Not all personas or phases are equal.
- 53. WHAT MAKES A GOOD PARTNER Education Experience Paul Michael Tom
- 54. THE END