Pivotal to developing an effective value proposition is to understand the jobs, pains, and gains your target audience is needs to be satisfied.
A popular and effective method to achieving this is a human-centric approach you’ve probably heard about by now, design thinking.
The universally accepted framework outlines six major steps to the methodology.
It is highly encouraged to adopt and mobilize this practice when exploring and crafting your target market profiles. It will effectively inform the drafting of your value proposition and operational model.
We recently introduced this process to a client when supporting them to develop their 2020 Health & Wellness curriculum and initiatives calendar focused on mental health. For this particular exercise the following process was executed:
- Engaged the crowd and incentivized students to participate in an online survey to quantify the range and depth of mental health challenges that exist in the market
- Conducted one-on-one interviews to gain a better understanding of the student(s) lived experience(s)
- Prioritized key problems and created personas based on the research data to humanize each of the problems
- Developed problem statements (How might we…) to solve problems we identified for each persona
- Executed a dynamic and interactive workshop with core team members to develop purposeful solutions to each personas challenges
- Designed curriculum / initiatives calendar to meet the needs of the personas over the duration of the school year
- Next steps are to test smaller scale versions of the initiatives through out the summer, learn and apply findings through out the school year as they execute the initiatives calendar