Page 138 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Shaping Your Ideas

Design is the activity of turning your ideas into value
proposition prototypes. It is a continuous cycle of
prototyping, researching customers, and reshaping your
ideas. Design may start with prototyping or with
customer discovery. The design activity feeds into the
testing activity that we explore in the next chapter (see
section 3. Test).

Ideas, Starting Points, and Insights

Starting points for new or improved value propositions
may come from anywhere. It could be from your
customer insights, from exploration of prototypes, or
from many other sources. Be sure not to fall in love with
your early ideas, because they are certain to transform
radically during prototyping, customer research, and
testing.

Prototype Possibilities

Shape your ideas with quick, cheap, and rough
prototypes. Make them tangible with napkin sketches, ad-
libs, and Value Proposition Canvases. Don’t get attached
to a prototype too early. Keep your prototypes light so
you can explore possibilities, easily throw them away
again, and then find the best ones that survive a rigorous
testing process with customers.