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C O N C E P T U A L I S A T I O N
A value proposition is the definition of the value you are going to deliver tailored to your target customers - they are used to support creation and delivery of customer-centric designs. Value propositions are often used in two ways, as a learning process to focus and prioritise your proposition on customer desires and, as an output that is used to continuously anchor customers at the heart of an organisation, encouraging service consistency and clarity.
A value proposition is the definition of the value you are going to deliver tailored to your target customers - they are used to support creation and delivery of customer-centric designs. Value propositions are often used in two ways, as a learning process to focus and prioritise your proposition on customer desires and, as an output that is used to continuously anchor customers at the heart of an organisation, encouraging service consistency and clarity.
A customer value proposition can be used to develop and enact a strategy by designing propositions that leverage on a combination of services and experiences, and tailoring communications and content in order to engage and satisfy a specific persona in a personalised way.
A customer value proposition can be used to develop and enact a strategy by designing propositions that leverage on a combination of services and experiences, and tailoring communications and content in order to engage and satisfy a specific persona in a personalised way.
Step-by step guide
Start with the Customer Canvas
Before starting this exercise, make sure you have completed the Customer Canvas and mapped out the customer’s jobs, pains, and gains.
Describe the value proposition and list all the products and services
Write down what the value proposition is and list the products and services associated with it. The value proposition could be a new feature or a brand new service. You’ll do this bit often, so don’t worry about getting it right the first time.
Example: Uber’s value proposition might be something like: A taxi service where customers can order a taxi with one tap of an app, it’s cashless and cheaper than regular taxis. Products and services: Digital (customer app, taxi driver app), surge charging, request a female driver, rate the experience, book in advance, share rides, see how far aware the driver is on a map, loyalty scheme.
Outline the pains relieved
Looking at the customer canvas, think about what customer pains the new value proposition resolves and add them to the pain relievers section, e.g. no cash handy, safety concerns, taxis are expensive etc. Don’t try and solve every pain for the customer. Pick the most important ones.
Outline the gain creators
Looking at the customer canvas, think about what customer gains the new value proposition will address and add them to the gain creator section, e.g. get to the destination comfortably, get to the destination quickly, fee rides, see how much you have spent on taxis etc.
Repeat and prioritise
You’ll more than likely have a few different value propositions for other customer jobs, pains and gains. Don’t try and add more than one value proposition to the same map; otherwise, things can get messy quickly! Once you’ve got a few value propositions, vote as a team on what ones you’d like to prototype.
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