Value proposition
True value for the user makes an experience rewarding. A value proposition helps to ensure that the product or system you are designing will be of true value for the users.
What
A value proposition describes how the product or system you will design solves the user needs that are defined in the previous stages of the design process, in order to create gains and value for the user.
Use when
A value proposition is written early in the design process, but not before you gained understanding about the users and their needs. After all, you need to understand these users in order to properly message the value proposition of the product or system to them. The value proposition is used in all following steps in the design process, by applying the statements in the value proposition to all elements of user experience design (like visual design, content design, interaction design, etc) upon.
Why
A value proposition helps to ensure that the product or system you are designing will be of true value for the users. It supports making design decisions in all steps of the design process.
How
Various formats exist for value propositions. In this course we use the following template:
For ............................. (target group)
.................................... (name of organization / brand) offers
a ................................. (product category, e.g. website or application)
that .............................. (summary of the product or system in one sentence)
by ................................. (short elaboration on the product or system)
so ................................. (statement of benefit)
It’s important to state the value proposition clear, concise and to the point.
Examples
For people that want to buy a house\ buyahousenow.com offers\ an on-line platform\ that triggers visitors to make an appointment for a visit to houses for sale\ by presenting the current offer of houses for sale in a inspiring and informative way\ so clients can make funded decisions on what houses to visit and the number of qualitative matches between clients and brokers will increase.
In this value proposition, words like ‘inspiring’ and ‘informative’ will, among others, help in making decisions about which content should be presented on the platform in what way
Assignment
- Look back at the results of the ideation you did in the previous assignment.
- Use these results as input for writing 3 value propositions that express true value for the users and the business.
- Use the given format to write the value propositions.
- Make clear how the outcomes of the ideation led to the different value propositions.
- Select 1 value proposition that your group finds most valuable.
After these steps, check the user story list. Add and/or adjust stories if necessary.
Tutorials and Talks
Further Reading
Must read before class: http://www.goldsbrough.biz/value-proposition/
Additional knowledge: http://polymash.com/digital-strategy-roadmap-value-proposition-design-thinking/