In order to understand this presentation, please read the article at Medium https://goo.gl/Gb9dSn

1. Value Proposition Canvas
How to convince clients to invest
more time in understanding customers
Matina Moreira

2. Agenda
About me
Intro to Value Proposition Canvas
What?
Where?
When?
Why?
How?
How I use it

3. About me
Matina Moreira
service designer and UX
- 1999: information architect
advertising agencies
online content
- 2011: UX / service designer
finance industry
digital services companies
favorite methodologies:
Design Thinking, Lean UX, Design Sprint,
Business Model Canvas, and Value Proposition
Canvas

4. Mola Collective
A Brazilian group of designers.
Founded in 2015 by Luciana, Natali and
me.
Mission: to learn about design processes
and tools and share them with small
entrepreneurs and intrapreneurs who want
to rethink their businesses.
This presentation is part of
the work we do in Brazil.
Natalí
Garcia
Luciana
Terceiro
Matina
Moreira

5. Value Proposition Canvas

6. 2010
2014
Alexander Osterwalder

7. BMC (BUSINESS MODEL CANVAS)
moving
ideas
helps you
create
value for
your
business
helps you
create
value for
your
customer

8. A powerful tool to increase empathy
with your customer in order to
create a more assertive value
proposition.
This approach helps us to create a
quick drafting of personas and
solutions directly connected with
customers pains, gains, and tasks.
VPC (Value Proposition Canvas)

9. Why understand customers?

10. Value Proposition Canvas
Value Map Customer Profile

11. Simple case study
Challenge: to create a service to help senior professionals find a new job
Client:
Ana, Recruiter
Potential Customers:
Senior Professionals

12. Customer Profile
What functional job is
your customer trying to
get done?
What are the tasks to
get this job done?
List everything he/she
has done in their
work life
Potential Customer:
A senior professional who wants to find a new job
TIP: watch "Job to Be Done" theory, by Clay Christensen

13. Customer Profile
What makes your customer
feel bad?
(e.g. frustrations, things that
give them a headache, …)
Difficulty in
prioritizing the most
relevant information
List everything he/she
had done in their
work life
Potential Customer:
A senior professional who wants to find a new job

14. Customer Profile
What outcomes does your
customer expect and what would
go beyond his/her expectations?
(e.g. quality level, more of
something, less of something, …)
Reactivate his/her
network smoothly
List everything he/she
had done in their
work lifeDifficulty in
prioritizing the most
relevant information

15. Customer Profile

16. Which products and
services do you offer that
help your customer get
either a functional, social,
or emotional job done?
Value Map
Personalized
curriculum

17. What makes your customers feel
better?
(e.g. kills frustrations,
annoyances, things that give
them a headache, ...)
Value Map
A List of the skills
that are most valued
for the customer
market
Personalized
curriculum

18. Which outcomes does your
customer expects? Which
ones would go beyond
their expectations?
(e.g. better quality level,
more of something, less of
something, ...)
Value Map update their LINKEDIN
with a content creation
strategy to increase
his/her relevance.
Personalized
curriculum
A List of the skills
that are most valued
for the customer
market

19. It’s a match <3
update their LINKEDIN
with a content creation
strategy to increase
his/her relevance.
Personalized
curriculum
A List of the skills
that are most valued
for the customer
market
Reactivate his/her
network smoothly
List everything he/she
has done in their
work life
Difficulty in
prioritizing the most
relevant information

20. The FIT

21. Prioritize

22. Extract
Hypotheses
Overview of the Process
Prioritize
Hypotheses
Design
Tests
Prioritize
Tests
Run
Tests
Capture
Learnings
Make
Progress

23. How I use the VPC

24. Starting a new project
client’s idea my timeframe run forrest run…

25. ASAP!
"Why do we need to speak with
customers? I've been in this
market since forever. I know
them. I can point every pain and
everything they want for you!"

26. Do I have to teach them?
talking doing

27. Empathy
Am I really
listening to them?
customers client

28. VPC: let it flow…
Z
Z
Z
Y
Y
Y
X
X
X
Z
Y
X

29. Complement x Discover
script interview learning points
TIP: To do a good script, read the book Talking to Humans

30. Learning Points
Z
Z
Z
Y
Y
Y
X
X
X
Z
Y
X
C
D
B
A

31. Experience is Everything
“If our customer has different
jobs to be done, pains, and
dreams, than we should
re-think our product
accordingly”

32. KEEP
CALM
AND
trust in the
methodology
www.matinamoreira.com
@matinamoreira
matina moreira
Thanks ;)
matinamoreira@gmail.com

33. - Value Proposition Design and Business Model Generation by Alexander Osterwalder
- Alexander Osterwalder blog
- Talking to Humans - the Kindle version is only $0.99!
- Canvas and graphic related: https://strategyzer.com/platform/vpd/intro
- Icons by Gregor Cresnar from the Noun Project (Hand Business collection)
- Fonts:
- Myriad Pro
- Patrick Hand (Google Fonts)
- Covered by Your Grace (Google Fonts)
- Images:
- slide 9: http://smithery.co/making/2015-project-3-produce/#prettyPhoto/1/
- slide 11: Alejandro Escamilla at Unsplash.com
- slide 32 : Design Love CO at Creative Market
Source and Credit Information