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How can you validate your value proposition using prototypes?

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One of the key principles of lean manufacturing is to eliminate waste and deliver value to the customer. But how do you know what your customer values and how they perceive your product or service? A value proposition is a statement that summarizes the benefits and features of your offering and how it solves a customer problem or satisfies a need. However, a value proposition is not enough to ensure market success. You need to validate it with real feedback from potential customers. Prototypes are a powerful tool to test and refine your value proposition before you invest too much time and money in development. In this article, you will learn how to use prototypes to validate your value proposition in four steps.

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Yashar Abbasnejad

??Kitchen Cabinet Specialist??Design Consultant??Technical & Production Expert

1 Choose a prototype type

Depending on your product or service, you can choose from different types of prototypes to test your value proposition. For example, you can use a paper prototype, a mockup, a wireframe, a storyboard, a video, or a minimum viable product (MVP). The prototype type should match the level of detail and functionality that you want to demonstrate to your customers. The goal is to create a prototype that is cheap, fast, and easy to modify, but also realistic and relevant enough to elicit honest feedback.

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Larissa Santos

Tenha os seus processos estruturados e organizados por mim (ou aprenda comigo a organizar os seus!) Especialista em processos de negócios e industriais | Gest?o | Estrutura??o | Organiza??o de Processos & Rotinas
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Existem diferentes tipos de protótipos, desde protótipos de papel até protótipos digitais interativos. Escolha o tipo que melhor se adequa às suas necessidades e recursos disponíveis. Por exemplo, se você estiver desenvolvendo um aplicativo alimentado por IA e pela comunidade do LinkedIn, um protótipo digital interativo pode ser mais apropriado.

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Sudipta Banerjee

In Pursuit of Excellence
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Selecting the appropriate prototype involves choosing from low-fidelity options like sketches or wireframes to high-fidelity versions such as functional mock-ups or interactive demos. Low-fidelity prototypes focus on core features, promoting rapid iteration and facilitating experimentation. They are easy to modify, ideal for exploring various design alternatives. High-fidelity prototypes simulate the final product closely, aiding in evaluating usability, functionality and user experience. They help identify potential issues and gather feedback before full-scale development. The chosen prototype should match the value proposition's key elements, enabling stakeholders to assess its viability and elicit feedback for further refinement.

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Munish Bakshi

SVP Process Excellence & Business Transformation - Teleperformance DIBS
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To validate a value proposition with prototypes we should always define clear objectives and hypotheses to build the road map . We should develop prototypes representing key aspects of our propositions . Then comes conducting usability testing, gathering feedback on user interactions and pain points. Concurrently we need to ensure we analyze data to identify strengths and weaknesses. Then Iterate on prototypes based on feedback, refining the proposition 360*. Through iterative testing, ensure we have an alignment with user needs or scope that will maximize appeal and effectiveness.

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2 Define a test hypothesis

A test hypothesis is a clear and specific statement that describes what you want to learn from your prototype and how you will measure it. For example, you can test whether your prototype solves a customer problem, meets a customer need, or creates a positive customer experience. You can also test whether your prototype is better than existing alternatives, or whether customers are willing to pay for it. A test hypothesis should include a target customer segment, a key benefit or feature, and a success metric or criteria.

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Larissa Santos

Tenha os seus processos estruturados e organizados por mim (ou aprenda comigo a organizar os seus!) Especialista em processos de negócios e industriais | Gest?o | Estrutura??o | Organiza??o de Processos & Rotinas
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Antes de criar o protótipo, é importante definir claramente o que você está tentando validar. Por exemplo, sua hipótese de teste pode ser: "Usuários encontrar?o útil e valioso um recurso de recomenda??o de conex?es baseado em IA no LinkedIn para expandir suas redes profissionais."

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Sudipta Banerjee

In Pursuit of Excellence
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Test hypotheses typically consist of two parts: the independent variable (the change being tested, such as a new feature or design element) and the dependent variable (the expected outcome or user behavior). During testing, you collect data and observe user behavior to determine whether the prototype meets the expected outcomes specified in the hypotheses. If the results align with the hypotheses, it provides evidence that the value proposition is being effectively communicated and validated through the prototype. If not, it indicates areas for improvement or further iteration to better align with user needs and expectations.

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3 Conduct a test session

A test session is a structured and interactive process where you present your prototype to a sample of potential customers and collect their feedback. You can conduct a test session in person or online, depending on your prototype type and customer access. The test session should follow a script that guides the participants through the prototype and asks them open-ended questions to understand their reactions, opinions, and suggestions. You should also observe and record their behaviors, emotions, and body language.

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Larissa Santos

Tenha os seus processos estruturados e organizados por mim (ou aprenda comigo a organizar os seus!) Especialista em processos de negócios e industriais | Gest?o | Estrutura??o | Organiza??o de Processos & Rotinas
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Uma vez que seu protótipo esteja pronto, conduza sess?es de teste com usuários representativos do seu público-alvo. Durante essas sess?es, pe?a aos usuários para realizar tarefas específicas usando o protótipo e observe suas intera??es e feedback.

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4 Analyze and iterate

After the test session, you should analyze the feedback and data that you collected and compare it with your test hypothesis. You should look for patterns, insights, and surprises that can help you validate or invalidate your value proposition. You should also identify what worked well and what needs improvement in your prototype. Based on your analysis, you should decide whether to iterate on your prototype, pivot to a different value proposition, or proceed to the next stage of development.

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Larissa Santos

Tenha os seus processos estruturados e organizados por mim (ou aprenda comigo a organizar os seus!) Especialista em processos de negócios e industriais | Gest?o | Estrutura??o | Organiza??o de Processos & Rotinas
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Após as sess?es de teste, analise os dados coletados e o feedback dos usuários. Identifique padr?es, pontos problemáticos e áreas de melhoria no protótipo. Com base nessa análise, itere no protótipo fazendo as altera??es necessárias para melhorar a experiência do usuário e validar ainda mais sua proposta de valor.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Yashar Abbasnejad

??Kitchen Cabinet Specialist??Design Consultant??Technical & Production Expert
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??In our company, I validated our cabinet's value proposition through prototyping. We created several prototypes showcasing different features and designs tailored to our target market's needs. Through user testing and feedback sessions, we gauged the prototypes' functionality, durability, and aesthetic appeal. Observing users interact with the prototypes provided invaluable insights into what resonated most with them and where improvements were needed. By iterating on the prototypes based on user feedback, we refined our value proposition to align closely with customer preferences and expectations. Ultimately, this iterative prototyping process ensured that our final product met and exceeded customer needs, enhancing its market viability.

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Sudipta Banerjee

In Pursuit of Excellence
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Apple's prototyping process is crucial for delivering innovative and user-centric products, covering both hardware and software development. Initially, low-fidelity prototypes like sketches and wireframes help explore conceptual ideas and narrow down promising concepts. As ideas evolve, high-fidelity prototypes resembling the final product are created to assess usability and user experience. Extensive user testing gathers feedback on aspects like ease of use and aesthetics, validating Apple's value proposition of intuitive design and premium quality. Iterative refinement based on user feedback ensures products meet customer expectations, reinforcing Apple's reputation for excellence.

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How can you validate your value proposition using prototypes?

1

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3

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5

1 Choose a prototype type

2 Define a test hypothesis

3 Conduct a test session

4 Analyze and iterate

5 Here’s what else to consider

Lean Manufacturing

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How can you validate your value proposition using prototypes?

1

2

3

4

5

1 Choose a prototype type

2 Define a test hypothesis

3 Conduct a test session

4 Analyze and iterate

5 Here’s what else to consider

Lean Manufacturing

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