Part 3 of the Empathy-driven Innovation webinar series by ktc

1. WEBINAR | PART 3
Empathy-driven
Business Design
Putting the customer first at every
element in business design

2. 2
3:00 - 3:10 - Walk-in & Intro
3:10 - 3:50 - Empathy-driven solutions: The Unicorn Canvas
3:50 - 4:00 - Q&A
Agenda

3. 3
Summary of slides later in the week
Webinar available on YouTube (check part 1)
Download The Unicorn Canvas in our (new!) website
- ktcagency.com
About today: Questions?
Jeroen & André, moderators

4. Summary
Disrupted Industries
Shifting the product focus
Example case
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

5. 5
Date:Group name:Designed for:Job Statement Canvas
Designed for ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Verb
What is the customer
trying to do?
Product:
The product/service are you analyzing
Customer:
Who are using your product/service? Demographics, habits, distinctive traits
Object
To what object is the customer
trying to do the verb?
Context
The context is a
clarifier modifier
Functional Goal
Priority
Direction of improvement:
Minimize, eliminate, increase, create, other
Emotional Goal
+
Social Goal
Priority
Priority
Priority
Unit of measure/ customer value
Time, likelihood,frequency, risk, amount, number...
KTC APPROACH
The Job-
to-be-done
Canvas

6. 6
Job goals, direction of improvement and unit of measures
job goals
all jobs fulfil at least one
job, wether that is
functional, emotional,
social or support.
direction of improvement
verb. - Minimise, maximise,
reduce, increase, create,
eliminate, improve
unit of measure
subs. - likelihood, risk,
frequency, time, amount,
number
+=
functional goal eliminate
ING mobile payment
+= risk of losing the card

7. FUNCTIONAL JOBS
“Pay however I prefer, even
without my wallet”
ING Digital Payments

8. EMOTIONAL JOBS
“Feel peace of mind
regarding personal
spendings”
Grip, by ABN AMRO
8

9. SOCIAL JOBS
“Be part of
something cool”
Tikkie, by ABN AMRO

10. SUPPORTING JOBS
“I want to choose the
best investment option”
BUX

11. Empathy-driven solutions:
The Unicorn Canvas
Part 1
Part 2
Part 3
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

12. 12
3
Date:Group name:Designed for:Unicorn Canvas
Value Proposition
Turn products into obsessions.
The Opportunity
What is the niche you’re serving?
The 10X Business
What is our million dollar business?
The 1% Launch
Our first hundred clients?
The (under)served market
With big pains.
Customer Experience
Turn customers into fanatics.
Business Model
Match value with revenue.
Pilot Launch
How do we win time to market it?
How do we make sure both sides of the platform fit?
Where to kickstart?
Go-to-Market
Turn hardselling into natural conversion.

13. 13
Group:Designed for:Pitch Card
Designed by ktc. This work is part of a NonCommer-
cial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Our
help(s)
who wants to
by
,
,
and
(unlike )
Products &
Services
Customer
Segment
competing value proposition
Jobs to
be done
customer pain
customer gain
verb (eg. reducing, avoiding)
verb (eg. increasing)
Value
Proposition

14. 14
Date:Group name:Designed for:Buyer Journey Map
Designed by ktc. This work is part of a NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license.
Awareness
What triggers awareness of the
clients/products?
How do you activate your prospects & customers alongside their purchasing journey?
Enter the prospect’s mindset
and drive a call to action.
Direct Mail/Email
Word of Mouth/Referrals
Distributors (3rd parties)
Retailers
Paid Search
Online Advertising
Offline Adverstising
Conferences
Print/Radio/TV
Sponsorship
PR
Directories
Brochures/Catalogues
Customer Reviews
Peer or 3rd-Party Referrals
Direct Sales rep
Website
Whitepapers
Webinars
Videos
Podcasts
Infographics
Distributor reps/websites
PR
Case Studies
Pitch/Presentation
Deliverables
Best practices/accreditations
ROI data/tools
Awards
Testimonials
Contract negotiation - pricing, terms)
Invoicing
Stakeholder buy-in
Account management
Communications/support
Training
Customer Service/account management
Tech support
Ordering/shipping/receiving
Voice of the customer (performance monitoring)
Market research
Dashboard/portal/mobile apps
Customer events
User groups/communities
Hospitality/entertainment
Email comms
Direct mail
Social Media
Account management/relations
Loyalty programs
Referral programs
Performance reviews
Contract negotiation
Hospitality/entertainment
Specific conferences
Newsletters
Infographics
Brochures/catalogues
Whitepapers
Social media/webinars/podcasts
GOALSTAGETOUCHPOINTS
Meet the prospect’s need for information
better than the competitors.
Provide evidence of being the best fit and
deep understanding of prospect’s needs.
Enable a seamless onboarding
process.
Ensure the customer has the
best experience possible?
Stay engaged with customer
and drive renewal.
What is used to explre potential
suppliers and assess their offerings?
What criteria are evaluated to
select the chosen supplier?
How does the onboarding
process unfold?
What shapes the customer
experience?
What prompts contract
renewal?
Evaluation Purchase
Decision
Engagement Relationship
Management
Renewal
Customer
Experience

15. 15
Business
Model

16. 16
Compete head-to-head with market leader for existing
customer with a solution that is similar to existing
offerings.
FACE-PUNCH
BOLT-ON
BREAKTHROUGH
GREENFIELD
GEOGRAPHIC
DISRUPTIVE
Extend an existing market by adding a product or service
onto the market’s current offerings; partner with market
leader.
Develop products that are 10x better than market
leaders, competing for same customers with high
‘switching costs’.
Create a brand new market category where competition
is non-existent; create new customers and draw
customers from other markets.
Import proven business models and innovations from one
country to another.
Target unmet needs of underserved customers at the low
end of an existing market; competitors flee up market,
rather than fight for the low end.
Go-to-market

17. 17
Pilot Strategy
- Branding
- Digital components (UX, UI, Development)
- Service & People components (Guides, processes)
- Marketing & Analytics
MVP
- Hypothesis & Assumption list
- A/B Testing
TEST
- Size
- Location
- Reach
PILOT
MARKET

18. Q&A
The Unicorn Canvas
Questions
WEBINAR | EMPATHY-DRIVEN BUSINESS DESIGN

19. 19
The Unicorn Canvas | Sprint
Context-dive &
Niche selection
Day 1
In-depth Research
(Optional 2 Weeks)
Stakeholder
interviews
Market research
Initial Persona design
JTBD Interviews
Problem Discovery
interviews
Observation Study
Customer Journey
Mapping
Unicorn Canvas Workshop
Show & Tell Insights
and trend forecast
Underserved
customer niches
Value Proposition
Pitch cards
Voting
Our process
Day 2 - Brainstorm
Show & Tell future
concepts
Concept
Development (USPs,
Customer Journeys,
Business Models)
Visual Prototypes
Day 3 - Concept
Pitching Event
(Unicorn Canvas +
Concept Prototype)
Voting
Now-how-wow
prioritising
Validation Planning
Day 4 - Validation
Experimenting
(Optional Week)
Assumption Setting
Experiment Design
Experiment
Management
Insights & Learning

20. 20
Research | Problem/Idea-Validation
Your concept needs validation? We develop,
execute & analyse remote customer research.
Our digital & remote services
Strategy | Opportunity Scoping
Re-evaluate what makes sense for your
brand in these trying times and discover
unseen growth pockets.

21. Thank you!