Value Proposition in UX design
Iren Korkishko Nov 20, 2017
Originally I've posted this article on Syndicode blog.
When we receive a new project, our work starts with a phase of investigation and understanding of the challenge. We collect all kind of information about the company, competitors, benchmarks, analogs, and the potential or actual customers. In simple words, we provide a customer research to find the value proposition. Let’s find out what is the value proposition in UX design.
Surely, the product is impossible without backend and frontend development. But the first impression is always made by the design. In this case, the value proposition defines the first step that telling users exactly what you do, and promising them good value.
When visitors land on your website, you’ve got about five seconds to convince them why you are worth their time. New users are always looking for quick answers. Like:
- Who are you?
- What do you do?
- How will I benefit from your service/site/app?
That is why you need a short, sharp description of your business and why it’s valuable. The value proposition should be the first thing your users should see when they visit your website.
It’s the foundation of good UX design. If you get it right, you’ve just created your first great user experience. They’re happy, intrigued, and looking to explore more about you. If you get it wrong, they’ve already left. This is why your value proposition is so important.
Usually, the ideas of a new product are based on clients own experience with almost no contact with people outside of their circle (we talk about potential users). To help them figure out what their ideas could do for the real customer we often use VPC (Value Proposition Canvas). The principles of VPC creation is quite simple: identify your customer “pains”, “jobs” and “gains”. The goal of creating your canvas is to learn how to match your product features and the value you offer to your customers.
VPC is one of the first activities. It might cause an outstanding impact on the projects and on your current way of work. It will show if the project is going the wrong way.
What are the parts of VPC?
This section has the description of what the customer segment is trying to do, what kind of tasks are they trying to complete and what problems are they having. Here we need to identify what functional, social or emotional jobs we’re helping the customers get done. What are the basic needs our product will satisfy?
What are the benefits our customers expect/desire? What would positively surprise them?
How our product/service creates the benefits our customers expect? Produce outcome better and faster than any other?
What is too expensive? What makes customers feel bad? What are current solutions missing? What are the main challenges the customers have?
How are we relieving customers pain? (Saving money? Solve challenges users have?)
How to create a value proposition?
Any canvas is a collaborative element. We ask clients to help us fill the blocks of VPC up to make sure that we understood all information related to the idea in the right way.
The next step should be a small research with 3 to 5 potential customers.
On the base of the mini-research, we cluster all the information from the Customer Profile portion to write a script for the interviews. Note, that a good interview is not a collection of direct questions, but a guide with open questions related to that bigger picture where the project belongs.
After a few interviews with customers, we provide the next meeting with the client to share what we have found. We use the quotes to justify the changes to the canvas.
When we accomplished our VPC and the client approved it, we begin to think about design. Sometimes one amazing photo or an icon could do more than a lot of words. Also, we shouldn’t forget about CTA (call-to-action) buttons which aimed to guide the user where to go next after our value proposition resonated.
To create something nice we need understand whether people need it.