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