Definition of the Value Proposition

1. Challenge: Describe your challenge, including all relevant information.    The challenge was to define the value proposition of the company we have just created. We  started by developing, firstly, a better understanding of the current market situation, analyzing  the value proposition of similar companies in the market. Secondly, we have focused to better  understand the “job to be done” by the potential customers and this could be connected to our  services.    2. Selection: In your own words, briefly describe the tool you selected (e.g., what it is and why

you selected it for your challenge -- including any appropriate video lecture references).

We have decided to use a Visualization tool, to highlight the possible connections between the  “job to be done” by the customers and the services offered by our company. We have chosen a  Visualization tool, since it can be used in different phases of the Design Thinking process, it is  instrument that can be leveraged to have a better understanding of the current situation (“what  is”), and also to generate different options to be tested, supporting the creative phase (“what if”).

3. Application: Describe how you applied the tool you selected to your challenge (e.g., what

you did and how the tool was applied effectively or ineffectively).

In the application of the tool, I have involved my co-founder to define together all the elements  we wanted to include in our value proposition. In order to do that, we have used an approach  that is described in this video to generate a visual representation of our value proposition. First,  we have developed a visual representation of the customer profile, where we have described  what is the “job to be done” for our potential customers, their pain points and their expected  gains. Once we have completed that, we have also developed a visual representation of our  value map, where we have described our services, how we are targeting specific pain points and  their expected gains. We have filled the chart based on our experience and understanding of our  customers or potential ones. For this reason, we have decided also to test some of our  assumptions, by having some chats with some potential customers to better understand their  pain points and their expectations.

4. Insights: Describe the insight you gained from applying the tool you selected to your

challenge (e.g., how an insight affected your thinking about the challenge and about design  thinking more broadly).

We have been able to better understand who our customers are, their potential pain points and  what they are expecting to gain. The insights have been quite interesting, while we had already  quite an understanding of what was our customer profile, it helped us to improve the way we  presented our services to potential customers to highlight the characteristics that might be more  relevant to them, how we could further develop our services to match their needs, and which  services are actually offering the most value potentially.

5. Approach: Describe what you might do differently next time -- applying the same tool you

selected or a different one -- and the reason(s) why.

Even if it was the first time we have been using this technique, I think the process flew quite  naturally. It was really interesting to apply it, it helped the confrontation with my co-founder, it  made easier to talk about complex topics, and it made possible to align our vision about the  services to be developed and why.


Definition of the Value Proposition 1 . Challenge : Describe your challenge , including all relevant information . The challenge was to define the value proposition of the company we have just created . We started by developing , firstly , a better understanding of the current market situation , analyzing the value proposition of similar companies in the market . Secondly , we have focused to better understand the “ job to be done ” by the potential customers and this could be connected to our services . 2 . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) . We have decided to use a Visualization tool , to highlight the possible connections between the “ job to be done ” by the customers and the services offered by our company . We have chosen a Visualization tool , since it can be used in different phases of the Design Thinking process , it is instrument that can be leveraged to have a better understanding of the current situation ( “ what is ” ) , and also to generate different options to be tested , supporting the creative phase ( “ what if ” ) . 3 . Application : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . In the application of the tool , I have involved my co - founder to define together all the elements we wanted to include in our value proposition . In order to do that , we have used an approach that is described in this video to generate a visual representation of our value proposition . First , we have developed a visual representation of the customer profile , where we have described what is the “ job to be done ” for our potential customers , their pain points and their expected gains . Once we have completed that , we have also developed a visual representation of our value map , where we have described our services , how we are targeting specific pain points and their expected gains . We have filled the chart based on our experience and understanding of our customers or potential ones . For this reason , we have decided also to test some of our assumptions , by having some chats with some potential customers to better understand their pain points and their expectations . 4 . Insights : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . We have been able to better understand who our customers are , their potential pain points and what they are expecting to gain . The insights have been quite interesting , while we had already quite an understanding of what was our customer profile , it helped us to improve the way we presented our services to potential customers to highlight the characteristics that might be more relevant to them , how we could further develop our services to match their needs , and which services are actually offering the most value potentially . 5 . Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why . Even if it was the first time we have been using this technique , I think the process flew quite naturally . It was really interesting to apply it , it helped the confrontation with my co - founder , it made easier to talk about complex topics , and it made possible to align our vision about the services to be developed and why .