Running a Value Proposition Design Workshop as Part of Product Discovery
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Philipp Engel presented on using value proposition design workshops to help accelerate product discovery. The workshops help cross-functional teams understand customer needs and define value propositions. Engel discussed running a workshop for Elsevier to align on value delivery across integrated products. He outlined tips for effective workshops, including using trigger questions and consistent color coding. Finally, Engel explained how value proposition design fits into the broader product design process, noting it is best used early on to stimulate thinking and define experiments to test assumptions.
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Running a Value Proposition Design Workshop as Part of Product Discovery
- 1. Philipp Engel, Elsevier UX Amsterdam Meetup April 2019 Value Proposition Design Running a value proposition design workshop as part of product discovery • November 2018 • Philipp Engel
- 2. Quick intro…
- 4. Elsevier Case Why were we running a Value Proposition Workshop?
- 6. Accelerate the pace of discovery. Enhance your reputation. Enable researchers Manage my organization Stand outManage talent Get & manage funding Develop the research strategy Interoperable System; Efficient Workflows; Trusted & Reusable Data; Smart Technology We support research institutions
- 7. Institution TheElsevier Advantage OurOfferingInstitutional Needs Tools, content analytics to help improve research quality & performance Attract and nurture the best research talent Optimizing research funding success and award management Optimize institutional ROI and support research teams Make better informed strategic & operational decisions. Understand impact and build on it Accurately profile expertise to increase collaboration; Increase recognition and impact for research programs Manage my organization Get & manage funding Manage talent Enable researchers Stand out Develop the research strategy Custom Data Enabling Technology APIs Research Metrics featuring Supported by An overview of our offering – one ecosystem
- 11. But do people care?
- 12. Challenge Facilitate a product management alignment meeting with focus on value delivery per use case (across integrated products) in the next 12-18 Month
- 16. Value Proposition Design Canvas
- 17. Value Proposition Design Workshop Customer Profile
- 18. Value Proposition Design Workshop Customer Profile
- 20. Complete the customer profile (3 Min) 1 Min 1 Min 1 Min
- 21. Tips: Prepare and practice beforehand
- 22. Tips: Use Trigger Questions
- 23. Tips: Customer profile Best Practices Frequent Mistakes Consistent color coding Combine visuals & wording Find people with customer knowledge Trying to alleviate every pain and target every gain, select a limited set Mixing present and future (distinguish between the two by using color coding or by using separate maps) One map per Value Proposition
- 24. Value Proposition Design Workshop Value Map
- 25. Value Proposition Design Workshop Value Map
- 27. Complete the Value Map (3 Min) 1 Min 1 Min 1 Min
- 28. Tips: Use Trigger Questions
- 29. Value Proposition Design Workshops Fit?
- 30. Different levels of fit
- 32. That was fun! And now what?!?
- 35. Natural fit with Business Model Canvas Customer Segments are the groups of people and/or organizations a company or organization aims to reach and create value for with a dedicated Value Proposition. Value Propositions are based on a bundle of products and services that create value for a Customer Segment. Channels describe how a Value Proposition is communicated and delivered to a Customer Segment through communication, distribution, and sales Channels. Customer Relationships outline what type of relationship is established and maintained with each Customer Segment, and they explain how customers are acquired and retained. Revenue Streams result from a Value Proposition successfully offered to a Customer Segment. It is how an organization captures value with a price that customers are willing to pay. Key Resources are the most important assets required to offer and deliver the previously described elements. Key Activities are the most important activities an organization needs to perform well. Key Partnerships shows the network of suppliers and partners that bring in external resources and activities. Cost Structure describes all costs incurred to operate a business model. Profit is calculated by subtracting the total of all costs in the Cost Structure from the total of all Revenue Streams.
- 37. It’s not a linear process…
- 38. Testing Hypothesis in Experiments
- 40. Testing Hypothesis in Experiments
- 41. Prioritize ideas & declare assumptions
- 42. Discovery KANBAN
- 43. Value Proposition Design in Product Discovery How does this fit into your product design process?
- 44. Observation: Product (& UX) design is different everywhere
- 45. Observations: Every organization is agile https://www.scrum.org/resources/scrum-framework-poster
- 46. Observations: Every organization is agile (to some degree) https://www.scaledagileframework.com
- 47. Observations: Every organization is in some transformation https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
- 48. So… it depends Find your own narrative!
- 49. My “bias” when talking about product design processes… Design thinking for transformation & innovation Splitting product development into discovery & delivery
- 50. SolutionProblem Product design… Is creative problem solving
- 51. Product design… Is creative problem solving (under constraints) SolutionProblem Constraints Constraints Constraints
- 52. 1) Define the problem Problem
- 53. 2) Divergent Thinking Generate as many choices without judging, ignore constraints Create Choices Diverge Problem
- 54. 3) Convergent Thinking Assess options, consider constraints, converge to a solution Create Choices Make Choices Diverge Converge SolutionProblem Constraints Constraints
- 56. Discovery & Delivery (SVPG) – A Double Diamond Main Artifacts Diverge Converge Product Discovery Understand Why and Define How Frame Problem & Ideate Solutions Validate Solution Research Insights Problem Backlog LEAN “Build the right thing.” ExperimentsAssumptions Iterate Product Delivery Find the right solution and build it Prototype Solution Asses &Iterate ReleasesPrototypes Flows Solution AGILE Main Artifacts “Build the thing right.” Diverge Converge Designs
- 57. Discovery & Delivery (SVPG) – Parallel Tracks Discovery Discovery Ideate Validate Ideate Validate Discovery Discovery Ideate Validate Ideate Validate Delivery Delivery Design Test&Build Design Test&Build Delivery Delivery Design Test&Build Design Test&Build Release Release Release Release Inform & prioritize Inform & prioritize Inform & prioritize Inform & prioritize “How do we do it?” Delivery track … … Discovery track “What do we want to do?.”
- 58. Where the Value Prop Workshop fit’s in… Main Artifacts Diverge Converge Product Discovery Understand Why and Define How Frame Problem & Ideate Solutions Validate Solution Research Insights Problem Backlog LEAN “Build the right thing.” ExperimentsAssumptions Iterate Product Delivery Find the right solution and build it Prototype Solution Asses &Iterate ReleasesPrototypes Flows Solution AGILE Main Artifacts “Build the thing right.” Diverge Converge Designs
- 59. In Summary: A Value Prop Workshop… • Is simple to set up • Does not require a lot of time (2-4 hours) • Works great with cross-functional teams • Can be used to stimulate outside-in thinking, is great for knowledge sharing • Is a good starting point to capture assumptions & define experiments • Is not replacing research or design Go and try it!
- 60. Value Proposition materials from Photos from Thank you!