Create a customer profile and a value (proposition) map based off of the customer profile (two assignments)
Project 1 - Customer Profile-nodate 1 Project One: Customer Profile This task is worth 25 points. Please submit on D2L. Introduction TheCustomer(Segment)Profile describesaspecificcustomersegmentin amorestructuredanddetailedway.It breaksthecustomerdownintojobs, pains,andgains. CustomerJobsdescribewhatcustomers aretryingtogetdoneintheirworkandin theirlives,asexpressedintheirown words.Whatyouthinkofasimportant fromyourperspectivemightnotbeajob customersareactuallytryingtogetdone. Painsdescribebadoutcomes,risks,andobstaclesrelatedtocustomerjobs. Gainsdescribetheoutcomescustomerswanttoachieveortheconcrete benefitstheyareseeking. Thegoalofdescribingaspecificcustomerprofileistocomeupwithaproduct orservicesolutionthatwilladdressthetaskscustomersaretryingtoperform, theproblemstheyaretryingtosolve,ortheneedstheyaretryingtosatisfy. Afteryoudescribedthecustomerprofile,andfoundouteverythingyou neededtoknowaboutthosecustomers,youneedtodefinethecustomer personaorarchetype. MISOnlineMIS-541 InformationSystemsAnalysis&Design 2 What is a persona? Whenwesay"persona",designersgenerallymeansomemethodological descendantoftheworkofAlanCooper’s1999book,“TheInmatesareRunning theAsylum.”ThegistofCooper'sargumentisfairlystraightforward:There willbefargreatersuccessindesignworkthatmeetsthegoalsofonespecific person,insteadoftryingtodesignforthevariousneedsofmany.Itmayseem counterintuitivetodesignforjustoneperson,whetherhypotheticalornot. First,personasintroduceteamstohypotheticaluserswhohavenames, personaltraits,andhabitsthatinarelativelyshorttimebecomebelievable constructsforhoningdesignspecifications.Second,personasarestand-ins witharchetypalcharacteristicsthatrepresentamuchlargergroupofusers. Third,personasgivedesignteamsastrongsenseofwhatusers'goalsareand whatarethedesignneedstofulfillthem.Hereisabriefsummary: • Personasarehypotheticalarchetypes,or"stand-ins"foractualusersthatdrivethe decisionmakingforinterfacedesignprojects. • Personasarenotrealpeople,buttheyrepresentrealpeoplethroughoutthedesign process. • Personasarenot"madeup";theyarediscoveredasaby-productoftheinvestigative processofunderstandingthecustomerprofile. • Althoughpersonasareimaginary,theyaredefinedwithsignificantrigorand precision. • Namesandpersonaldetailsaremadeupforpersonastomakethemmorerealistic. • Personasaredefinedbytheirgoals. • Valuedesignsarebuilttosatisfypersonas'needsandgoals. MISOnline MIS-541 3 Assignment Instructions Asstated,itisassumedthatpersonasaremuchmoreeffectiveiftheystart withasingle,actualpersonasthemodel. 1. Preparefortheassignmentbyconsideringanexperienceyou(orothers) haveasauserofacurrentITproduct,service,orsystem.Theexperience mustbecomplexenoughtogeneratepainsandgains. 2. Althoughwearestartingwiththecustomerprofile,thereisanexpected designsolutiontoconsiderlater.Themoresalienttheexperience,the better. 3. Setthescene.Wheredidtheexperiencetakeplace?Whatisthecontext (e.g.,hospital,classroom,work,vacation)? 4. Whatgoalis/arethecustomer(s)tryingtoaccomplish? 5. Createacustomerprofile(jobs,painsandgains).Thecustomercanbe about:(1)youasthemaincustomersegment,(2)someoneyouknowwho youinterview,or(3)morethanonepersoninyourdepartment,unit, householdwhoyoucaninterview. 6. Fromthecustomerprofile,writeatleastonepersonatoprovidethedesign teamagoodmentalmodelofthecustomersyougottoknow. References: Note:Thereadingsandvideosareaboutstartinganewbusiness,butforour purposes,thevaluepropositionisaboutadesignsolutionthatwillachieveafit withthecustomerprofile. ✓ ReadingfromD2L. •Osterwalder,Pigneur,etal.(2014).Part1:ValueDesignandCustomer Profile,pp.3-25(alsoonD2LassignmentsandWeek1). ✓ TutorialbyAlexCowanon“Personas”athttp://www.alexandercowan.com/ tutorial-personas-problem-scenarios-user-stories/ ✓ PersonaExampleonD2L(Week1). MISOnlineMIS-541 https://drive.google.com/open?id=0BxJ-o_ir5232UXZCOHUzeVJWN3M https://drive.google.com/open?id=0BxJ-o_ir5232UXZCOHUzeVJWN3M http://www.alexandercowan.com/tutorial-personas-problem-scenarios-user-stories/ http://www.alexandercowan.com/tutorial-personas-problem-scenarios-user-stories/ http://www.alexandercowan.com/tutorial-personas-problem-scenarios-user-stories/ Indiv Project 2 - Value Map Project Two: Value (Proposition) Map This task is worth 25 points. Please Submit on D2L. Introduction NowthatyousketchedoutaprofileofyourCustomerPersona(inAssignment2),this projectaddressestheValueProposition.TheValue(Proposition)Mapdescribesthe featuresofaspecificvaluepropositioninamorestructuredanddetailedway.It breaksyourvaluepropositiondownintoproductsandservices,painrelievers,and gaincreators. ProductsandServicesissimplyalistoftheallthevarioustypesofproductsand servicesthatcreatevalueinrelationshiptoaspecificcustomersegmentandtheir jobs,painsandgains.Productsand servicesmayeitherbytangible(e.g. manufacturedgoods,face-to-face (e.g.,customerservice),digital/virtual (e.g.downloads,online recommendations),intangible(e.g. copyrights,qualityassurance),or financial(e.g.investmentfunds, financingservices). Thenyourankallproductsandservices accordingtotheirimportancetoyour customer.Aretheyessentialorniceto have? PainRelieversdescribehowexactly yourproductsandservicesalleviatespecificcustomerpains.Howdotheyeliminate orreducenegativeemotions,undesiredcostsandsituations,andrisksyourcustomer experiencesorcouldexperiencebefore,during,andaftergettingthejobdone?(See appendixforpainrelievertriggerquestions.) MIS541 InformationSystemsAnalysis&Design GainCreatorsdescribehowyourproductsandservicescreatecustomergains.They explicitlyoutlinehowyouintendtoproduceoutcomesandbenefitsthatyour customerexpects,desires,orwouldbesurprisedby(e.g.,socialgains,positive emotions,costsavings).(Seeappendixforgaincreatortriggerquestions.) From Personas to Value Propositions IntheAlexCowanlink(seereferences),heshowsaprocessmapofhowPersonas leadtoValuePropositions.AcertainPERSONAexists…andtheyhavecertain PROBLEMS(jobs,painsandgains)…wherethey’recurrentlyusingcertain ALTERNATIVES…andyouhaveaVALUEPROPOSITIONthat’sbetterenoughthan thealternativestocausethepersonatoact(purchase,use,etc.).Examplesare providedinthelinkbelow. MIS541Online 2 Example: Persona to Value Proposition (posted on D2L) Example: Helen, the HR Manager of Enable Quiz Helen’s been on the job in HR for 10+ years. She knows the routine but she’s never gotten particularly comfortable with the technical topics her managers cover. She’d like to know more, but a lot of her day is taken up with fairly standard issues like benefits management, vetting employee situations, and setting up infrastructure for new hires. She feels a little stuck in the admin area- facilities, accounting, etc. She’s like to engage more in the other functional areas of the business. Helen’s job in terms of hiring is to help the functional manager write the job description, identify channels for recruitment, and perform initial candidate screening. She usually has minimal domain knowledge, so she’s getting the functional manager to give them the detail they need to screen for any specific qualifications. That helps but it’s kind of arbitrary. The system for getting the list is unstructured and highly imperfect. From her point of view, a more systematic ready-to-go system for screening candidates and passing validated screening information to the functional manager would be great. Bad hires are Helen’s least favorite. She does the screening and passes the recruit for the functional managers for further screening. Having a more systematic view of why hires don’t work would be highly desirable but she hasn’t gotten a lot of traction with the functional managers on doing those post-mortems. The HR department may or may not be involved in ongoing skills management for existing employees. However, it will almost always be involved in employee assessment for anything financial, such as raises or bonuses. If the functional managers use a quiz to determine a raise or bonus (particularly if the HR manager initially created the quiz as an objective criteria), Helen’s likely to be involved in the administration and/or review of the results. Helen likely pays the bills for Enable Quiz, especially in a larger company. Here is one of many possible problem scenarios Helen faces. See the link on D2L (for project 1) and here for more problem scenarios. MIS541Online 3 She does the screening and passes the recruit for the functional managers for further screening. Having a more systematic view of why hires don’t work would be highly desirable but she hasn’t gotten a lot of traction with the functional managers on doing those post-mortems. The HR department may or may not be involved in ongoing skills management for existing employees. However, it will almost always be involved in employee assessment for anything financial, such as raises or bonuses. If the functional managers use a quiz to determine a raise or bonus (particularly if the HR manager initially created the quiz as an objective criteria), Helen’s likely to be involved in the administration and/or review of the results. Helen likely pays the bills for Enable Quiz, especially in a larger company. Thinks Helen thinks the hiring process should be so much better- more systematic, fewer bad hires. Professional development is something they’ve identified that they want to do better, but the functional managers aren’t engaged enough to get the whole thing started. Sees Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike. Helen sees that online learning has rocketed forward in the last few years. If someone wants to learn a specific skill, there’s a number of high quality options online, many of them free. They just need a way to help employees organize select into these courses. Feels Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager hates it. It’s incredibly destructive and de-motivating for everyone involved. Helen would love to be more involved, more included in functional skills evaluation and improvement. She’s love to have a success story to talk about. Most HR departments don’t do a whole lot in this area. Does Helen’s relatively responsive to new ideas, particularly if someone knowledgeable is willing to come in and talk about it. If she likes it, she’ll bring it to the functional managers, who are usually the ultimate decision makers since without their support she can’t get the system online and working. Post-sale, Helen will help keep the program organized, moving, and otherwise on the functional managers radar. All this is predicated on Helen being equipped with the right messages, facts, and best practices to make the purchase and use of Enable Quiz effective. Problem Scenarios Current Alternatives Value Propositions She’d like to know more about the key skill sets their company requires so she can be more focused and creative about finding good candidates. But it’s hard to sort out. She’s not that familiar with the terms and concepts, and they overlap and change. Right now she just gets lists from the Functional Manager and basically passes them through (to job postings, etc.). A good substitute might be having a nice simple menu of topics the functional managers can choose from and re-route back to the HR manager to set up screening for new candidates. (http://www.alexandercowan.com) Personas for Needfinding, Design & Growth http://www.alexandercowan.com/tutorial-personas-problem-sce... 29 of 38 10/19/15, 4:47 PM https://www.alexandercowan.com/tutorial-personas-problem-scenarios-user-stories/#Example_A_Personas_Problem_Scenarios_from_Enable_Quiz_Startup Getting Started Therearenumberofwaystoassessyourvalueproposition.Theprocessofcoming upwithavaluepropositiontothepersonasyoucreatedinAssignment1,requires someassessmentideas,aswellasbrainstorming.Thereareanumberof prototypingtechniques.Onesuchtechniqueinthebookis“Ad-Libs”whichis offeredtohelpyoushapealternativedirectionsforyourvalueproposition.Theycan forceyoutopinpointhowyouaregoingtocreatevalue.Consider(prototype)3-5 differentdirectionsbyfillingintheblanksbelow.Youcanalsoconsiderthe questionsthatareposedinthereading.HereisanAd-Libexampleusingthe “businessbookreader”inthepreviousreading: Ourbookhelp(s)businessprofessionalswhowanttoimproveorbuildabusinessby avoidingmakingstuffnobodywantsandcreatingclearindicatorstomeasureprogress. MIS541Online 4 Assignment Instructions Asstatedabove,youwanttomovefromtheCustomerProfile(Personas)toaValue Proposition.Forthisproject,breakdownyourvaluepropositionintoproductsand services,painrelievers,andgaincreators. 1. Considertheproductsandservicesthatwillbestaddresswhatyoulearnedfrom yourcustomerprofile?Thesearebestguessesforpossibleproductsandservices, notnecessarilytheonlysolutions. 2. Createavalue(proposition)mapusingthesuggestedresourcesprovidedinthis documentaswellasthereferencesbelow.Inadditiontoproductsandservices, besuretoaddresspainrelieversandgaincreators. References: ✓ Reading •Osterwalder,Pigneur,etal.(2014).Part2:Value(Proposition)Map,pp.28-39(pdf). -Reviewthequestionsinthisreadingforotherideas. ✓ YouTubeVideosfromSteveBlank • “ValuePropositionandMinimalViableProduct”—https://youtu.be/iYoavv4uM60 • “ValueProposition:PainKillersRanking—https://youtu.be/4JOXTclI7Yc • “ValuePropositionGainCreatorsRanking—https://youtu.be/1iURG9VOz8k Appendices ✓ CharacteristicsofGreatValuePropositions(postedonD2L) ✓ PainRelieversTriggerQuestions(fromreading,postedbelowandonD2L) ✓ GainCreatorsTriggerQuestions(fromreading,postedbelowandonD2L) MIS541Online 5 https://drive.google.com/open?id=0BxJ-o_ir5232UVNNOFk2U2VoaWs https://youtu.be/iYoavv4uM60 https://youtu.be/4JOXTclI7Yc https://youtu.be/1iURG9VOz8k MIS541Online 6 www.strategyzer.com/vpd Copyright Strategyzer AG The makers of Business Model Generation and Strategyzer Pain Relievers Trigger Questions Pain relievers describe how exactly your products and services alleviate specific customer pains. They explicitly outline how you intend to eliminate or reduce some of the things that annoy your customers before, during, or after they are trying to complete a job or that prevent them from doing so. 1. 2. 3. 4. 5. 6. 7. 8. 9. ... produce savings? In terms of time, money, or efforts. ... make your customers feel better? By killing frustrations, annoyances, and other things that give customers a headache. ... fix under-performing solutions? By introducing new features, better performance, or enhanced quality. ... put an end to difficulties and challenges your customers encounter? By making things easier or eliminating obstacles. ... wipe out negative social consequences your customers encounter or fear? In terms of loss of face or lost power, trust, or status. ... eliminate risks your customers fear? In terms of financial, social, techni- cal risks, or things that could potentially go wrong. ... help your customers better sleep at night? By addressing significant issues, diminishing concerns, or eliminating worries. ... limit or eradicate common mistakes customers make? By helping them use a solution the right way. ... eliminate barriers that are keeping your customer from adopting value propositions? Introducing lower or no upfront investment costs, a flatter learning curve, or eliminating other obstacles preventing adoption. Use the following trigger questions to ask yourself: Could your products and services… ✓ Gain Creators Trigger Questions MIS541Online 7 Copyright Strategyzer A.G. The makers of Business Model Generation and Strategyzer www.strategyzer.com/vpd Gain Creators Trigger Questions Gain Creators describe how your products and services create customer gains. They explicitly outline how you intend to produce outcomes and benefits that your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings. 1. 2. 3. 4. 5. 6. 7. 8. 9. ... create savings that please your customers? In terms of time, money, and effort. ... produce outcomes your customers expect or that exceed their expectations? By offering quality levels, more of something, or less of something. ... outperform current value propositions and delight your customers? Regarding specific features, performance, or quality. ... make your customers’ work or life easier? Via better usability, accessibility, more services, or lower cost of ownership. ... create positive social