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Running a Value Proposition Design Workshop as Part of Product Discovery

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Most digital product companies are in a state of transformation, actively adopting or maturing their flavor of an agile development model. Such continuous change, even inevitable, is really hard. There is no “one-size-fits-all” solution as every company has their own values, unique culture, history, and products. Such transformations often end up as “experimentation on an organizational scale”. No doubt, product delivery orgs will get better and more focused on iteratively developing better code more often, released by autonomously working “squads” (cross-functional product teams) which are connected through guilds, tribes, release trains, or something similar. Deliverables will also get more consistent through centralized “Design Systems” teams and UI frameworks. But the key question that can get lost, or at least can get more difficult to address in all this “factory optimization” is “Do customers and user actually care?”. Are new features, products, and services valuable to them?

This talk introduces “Value Proposition Design” (following the "Value Proposition Design" book and templates from "Strategizer") as a simple yet powerful tool for UX designers and product managers to retain this focus on customers, users, and what is valuable to them. It can be applied in a simple workshop format with cross-functional groups, which makes it easy to sell and inject it into any (messy) organizational setup to steer complex decision making processes. This workshop format will be discussed in a hands-on manner from a practical example. Bundled together with learnings and insights around practical facilitation it aims to lower the barriers to go and run such a workshop yourself. The final discussion looks at how this method fits into the larger operational model of a company (e.g. into "product discovery") and how to make it repeatable and scalable.

Publié dans : Design

Running a Value Proposition Design Workshop as Part of Product Discovery

  1. 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. 2. Quick intro…
  3. 3. Elsevier Case Why were we running a Value Proposition Workshop?
  4. 4. 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
  5. 5. 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
  6. 6. Business Model…
  7. 7. Product Architecture…
  8. 8. Technical Integration…
  9. 9. But do people care?
  10. 10. Challenge Facilitate a product management alignment meeting with focus on value delivery per use case (across integrated products) in the next 12-18 Month
  11. 11. Value Proposition…?
  12. 12. Value Proposition Design Canvas
  13. 13. Value Proposition Design Workshop Customer Profile
  14. 14. Value Proposition Design Workshop Customer Profile
  15. 15. Complete the customer profile (3 Min) 1 Min 1 Min 1 Min
  16. 16. Tips: Prepare and practice beforehand
  17. 17. Tips: Use Trigger Questions
  18. 18. 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
  19. 19. Value Proposition Design Workshop Value Map
  20. 20. Value Proposition Design Workshop Value Map
  21. 21. Complete the Value Map (3 Min) 1 Min 1 Min 1 Min
  22. 22. Tips: Use Trigger Questions
  23. 23. Value Proposition Design Workshops Fit?
  24. 24. Different levels of fit
  25. 25. That was fun! And now what?!?
  26. 26. 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.
  27. 27. It’s not a linear process…
  28. 28. Testing Hypothesis in Experiments
  29. 29. Testing Hypothesis in Experiments
  30. 30. Prioritize ideas & declare assumptions
  31. 31. Discovery KANBAN
  32. 32. Value Proposition Design in Product Discovery How does this fit into your product design process?
  33. 33. Observation: Product (& UX) design is different everywhere
  34. 34. Observations: Every organization is agile https://www.scrum.org/resources/scrum-framework-poster
  35. 35. Observations: Every organization is agile (to some degree) https://www.scaledagileframework.com
  36. 36. Observations: Every organization is in some transformation https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
  37. 37. So… it depends Find your own narrative!
  38. 38. My “bias” when talking about product design processes… Design thinking for transformation & innovation Splitting product development into discovery & delivery
  39. 39. SolutionProblem Product design… Is creative problem solving
  40. 40. Product design… Is creative problem solving (under constraints) SolutionProblem Constraints Constraints Constraints
  41. 41. 1) Define the problem Problem
  42. 42. 2) Divergent Thinking Generate as many choices without judging, ignore constraints Create Choices Diverge Problem
  43. 43. 3) Convergent Thinking Assess options, consider constraints, converge to a solution Create Choices Make Choices Diverge Converge SolutionProblem Constraints Constraints
  44. 44. It’s a diamond! SolutionProblem
  45. 45. 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
  46. 46. 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?.”
  47. 47. 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
  48. 48. 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!
  49. 49. Value Proposition materials from Photos from Thank you!

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