How do you define and refine your problem statement and value proposition in design thinking for R&D?

1 Problem statement

A problem statement is a concise and clear description of the challenge or opportunity you want to address with your R&D project. It should capture the needs and goals of your target users, the context and constraints of the situation, and the gap between the current and desired state. A good problem statement should be specific, measurable, actionable, realistic, and time-bound (SMART). To craft a problem statement, you can use tools such as empathy maps, user personas, interviews, observations, surveys, or brainstorming sessions to gather insights about your users and their pain points.

2 Value proposition

A value proposition is a statement that summarizes the benefits and value that your R&D project will deliver to your target users and stakeholders. It should explain how your solution will meet their needs, solve their problems, or improve their situation. It should also differentiate your solution from existing or alternative options in the market or in the field. A good value proposition should be clear, concise, compelling, and testable. To craft a value proposition, you can use tools such as value proposition canvas, lean canvas, business model canvas, or pitch deck to articulate your assumptions and hypotheses about your solution and its impact.

3 Problem-solution fit

Once you have defined your problem statement and value proposition, you need to validate and refine them based on feedback and evidence from your users and stakeholders. This is called finding the problem-solution fit, which is the first stage of product-market fit. To find the problem-solution fit, you need to test your assumptions and hypotheses using methods such as experiments, prototypes, minimum viable products (MVPs), or user testing. You need to collect both qualitative and quantitative data to measure the desirability, feasibility, and viability of your solution. You also need to iterate and pivot based on your learnings and insights.

4 Problem statement refinement

As you test and learn from your problem-solution fit, you may discover new or different aspects of the problem that you did not consider before. You may also find that some of your initial assumptions or hypotheses were wrong or incomplete. This means that you need to update and refine your problem statement accordingly. You can use tools such as problem statement canvas, problem tree analysis, root cause analysis, or five whys technique to revisit and revise your problem statement. You should aim to make your problem statement more accurate, relevant, and aligned with your users' needs and goals.

5 Value proposition refinement

Similarly, as you test and learn from your problem-solution fit, you may find that some of your initial assumptions or hypotheses about your value proposition were incorrect or insufficient. You may also discover new or better ways to deliver value to your users and stakeholders. This means that you need to update and refine your value proposition accordingly. You can use tools such as value proposition canvas, lean canvas, business model canvas, or pitch deck to revisit and revise your value proposition. You should aim to make your value proposition more clear, concise, compelling, and testable.

6 Problem-value alignment

The final step is to ensure that your problem statement and value proposition are aligned and consistent with each other. This means that your solution should address the core problem and the main needs and goals of your users and stakeholders. It also means that your solution should deliver the benefits and value that you promised and that your users and stakeholders expect and desire. You can use tools such as problem-value matrix, problem-solution matrix, or value proposition map to check and improve the alignment and coherence of your problem statement and value proposition.

7 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?