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Startup Experience 2017Learn to be entrepreneurial,
learn to drive change.
Effectuation
WorkshopUser research
Image CC https://www.flickr.com/photos/gdsteam/
Business research phases
1. Gather info•interviews•surveys•observations•prototyping•alfa testing•beta testing•customer feedback
2. Analysis•categorization (affinity map)•mindmap•stakeholders•customer journey
3. Use•design•storytelling•presentations•Pitching•marketing
The triple diamond
Problem Solution Implementation
Search ValidateSelect
∞ nr of alternatives
Hypothesis
InterviewsUser research
Contextual researchTesting
Data analysisPersonasCustomer journey
Problem = understand user
BrainstormingCompetitor analysis
Partner identification
Product designService designBusiness modelling
Solution = fixing the problem
Technology acquisitionPrototyping
Benchmarking
Product developmentService deploymentSales and marketing
Implementation = delivering to customers
Analysis tools
• Turn your customer data into customer insights
• Takes effort
• There are tools/methods to help you
• We will practice two tools today
– Affinity map
– Stakeholder analysis
Tool: Affinity map
• Fancy term for “grouping Post-It notes on a whiteboard”
• Used to structure large masses of data
• Find patterns, connections, etc
Analysis
Exercise 1
• Affinity map of your data (PostIT)
• Draw categorization on whiteboard
• 20 minutes
• Each team occupies a small working space
What to look for• Recurring patterns
– Multiple persons voicing similar opinions– Note: differences in vocabulary, etc
• Connections– Things that seem to be related– Time, location, feeling, ..
• Sum of parts– Different persons discussing different parts/aspects of the
same phenomenon
Exercise 2
• Affinity map of your data
• None of the groupings in exercise 1 can be used
• 20 minutes
Value propositioncanvas
A tool for business developers
Photo credit: Got Credit
Serving the customerProducing the offer
The bottom line
Value Proposition CanvasOne for each customer
segment/value proposition pair
Components of the VPC
Jobs
Pains
Gains
Offering
Pain relievers
Gain creators
Customer profileLearned from users
Value mapDefined by you
FITValidated with
real users
Gain 1
Job 3
Gain 2
Job 1
Job 2
Pain 2
Pain 1
Gain 1
Pain 4
Job 3
Gain3
Gain a
Gain4
Job 4
Job 5
Job a
Pain 5
Pain 2
Pain 6
Pain 3
Pain 1
Gain 1
Pain 4
Job 3
Gain3
Gain a
Gain4
Job 4
Job 5
Job a
Pain 5
Pain 2
Pain 6
Pain 3
Pain 1
GC A
FeatB
GC C
GC B
GC D
FeatC
FeatA
PR B PR C
PR A
Customer profileLearned from users
Exercise 3
• Based on your observations, create a VPC user profile
• Identify customer segment(s)
• Fill in the right-hand side of the VPC
• One job-to-be-done per canvas