Value Proposition Design : How to Create Products and Services Customers Want.

Cover -- Title Page -- Copyright -- Contents -- You'll love Value Proposition Design if you've been… -- Value Proposition Design will help you successfully… -- Our Value Proposition to You -- The Tools and Process of Value Proposition Design -- An Integrated Suite of Tools -- Refresher: The Business Model Canvas -- Value Proposition Design works for… -- Use Value Proposition Design to… -- Assess Your Value Proposition Design Skills -- Sell Your Colleagues on Value Proposition Design -- Chapter 1. Canvas -- 1.1 Customer Profile -- Customer Jobs -- Customer Pains -- Customer Gains -- Profi le of a "Business Book Reader" -- Ranking Jobs, Pains, and Gains -- Best Practices for Mapping Jobs, Pains, and Gains -- 1.2 Value Map -- Products and Services -- Pain Relievers -- Gain Creators -- Mapping the Value Proposition of Value Proposition Design -- Best Practices for Mapping Value Creation -- 1.3 Fit -- Fit -- Fit? -- Three Kinds of Fit -- Customer Profiles in B2B -- Multiple Fits -- Going to the Movies -- Same Customer, Different Contexts -- Same Customer, Different Solutions -- Chapter 2. Design -- 2.1 Prototyping Possibilities -- What's Prototyping? -- 10 Prototyping Principles -- Make Ideas Visible with Napkin Sketches -- Flesh out Ideas with Value Proposition Canvases -- 2.2 Starting Points -- Where to Start -- Spark Ideas with Design Constraints -- Invite Big Ideas to the Table with Books and Magazines -- Push vs. Pull -- Pull: Identify High-Value Jobs -- Six Ways to Innovate from the Customer Profi le -- 2.3 Understanding Customers -- Six Techniques to Gain Customer Insights -- The Data Detective: Get Started with Existing Information -- Ground Rules for Interviewing -- The Anthropologist: Dive into Your Customer's World -- Identify Patterns in Customer Research -- Find Your Earlyvangelist -- 2.4 Making Choices.

Simulate the Voice of the Customer -- Understand the Context -- Value Proposition Design vs. Competitors -- Avoid Cognitive Murder to Get Better Feedback -- Master the Art of Critique -- Collect Efficient Feedback with de Bono's Thinking Hats -- Vote Visually with Dotmocracy -- Define Criteria and Select Prototypes -- 2.5 Finding the Right Business Model -- Create Value for Your Customer and Your Business -- Azuri (Eight19): Turning a Solar Technology into a Viable Business -- So… -- Stress Testing with Numbers: A MedTech Illustration -- 2.6 Designing in Established Organizations -- Adopt the Right Attitude to Invent or Improve -- The Business Book of the Future -- Reinvent by Shifting from Products… -- …to Services -- The Perfect Workshop Setting -- Compose Your Workshop -- Chapter 3. Test -- 3.1 What to Test -- Testing the Circle -- Testing the Square -- Testing the Rectangle -- 3.2 Testing Step-by-Step -- Overview of the Testing Process -- Extract Your Hypotheses: What Needs to Be True for Your Idea to Work? -- Prioritize Your Hypotheses: What Could Kill Your Business -- Design Your Experiments with the Test Card -- Capture Your Insights with the Learning Card -- How Quickly Are You Learning? -- Five Data Traps to Avoid -- 3.3 Experiment Library -- Choose a Mix of Experiments -- Produce Evidence with a Call to Action -- Ad Tracking -- Unique Link Tracking -- MVP Catalog -- Illustrations, Storyboards, and Scenarios -- Life-Size Experiments -- Landing Page -- Split Testing -- Innovation Games® -- Speed Boat -- Product Box -- Buy a Feature -- Mock Sales -- Presales -- 3.4 Bringing It All Together -- The Testing Process -- Measure Your Progress -- The Progress Board -- Owlet: Constant Progress with Systematic Design and Testing -- Chapter 4. Evolve -- Create Alignment -- Measure &amp -- Monitor -- Improve Relentlessly -- Reinvent Yourself Constantly.

Taobao: Reinventing (E-)Commerce -- Glossary -- Core Team -- Prereaders -- Bios -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.