Re-think the Customers Needs from Value Proposition Design Perspective
Speaker
  • Amy Hu Amy Hu Booking.com User Research Expert


Re-think the Customers Needs from Value Proposition Design Perspective

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Session E10
Meeting room 301A
Time 07/20 09:00-12:00
Type Workshop
Language Mandarin
Direction User Research
keynote content
Content Introduction

Background:
• The limitation of traditional user research methods.
• Jobs could be translated more efficiently than other concept
• Need to learn more from design testing process

Main agenda:
How to use "Value Proposition Canvas" to sort research findings, and use the "Job" to collaborate with other colleague in product team, like PM, designers, developers. Make everyone use the same language to save communication cost, to make the innovation process more efficiently, to align research insights to experiment hypothesis.

• Why need to re-think customers needs
• What is "Job"
• Why use "Job"
• What is Value Proposition Design
o Customer profile canvas (practice and discussion)
o Value proposition canvas (practice and discussion)
o How to "fit" (practice and discussion)
• How to test your design
• Learn from the test

Possible case studies:
• Tesla
• Mcdonald's
• TBD

Learning:
• How to help product team understand users needs
• How to align research findings to design hypothesis
• How to learn from design test

Structure and Agenda

1. The concept of VPD
2. Practice and discussion
3. Design test
4. wrap up

Target Audience

1. UX researcher
2. Designer
3. Product manager

Participants Benefit

1. How to help product team understand users needs
2. How to align research findings to design hypothesis
3. How to learn from design test
4. Use more efficient way for innovation process

video introduction
《从价值主张设计重新思考用户需求》工作坊介绍
Work Case
  • 胡金凤 - 如何基于用户的”Job“来思考价值主张
  • 胡金凤 - 如何发现用户的驱动力
  • 胡金凤 - 如何对用户的“Job”排序
  • 胡金凤 - 价值主张设计画布
Guess You Like
  • 胡金凤 - 如何基于用户的”Job“来思考价值主张 14
  • 胡金凤 - 如何发现用户的驱动力 24
  • 胡金凤 - 如何对用户的“Job”排序 34
  • 胡金凤 - 价值主张设计画布 44
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