Value

 Proposi-on  Design  
Customer  Segment  

Jobs  your  customer  is  trying  to  get  done  

The  Pains  today  in  ge:ng  it  done    

The  desired  gains  from  achieving  this  jobs  

 Customer  Jobs   important  

Job  describes  what  your  customers  are  trying  to  get  done  in  
their  work  or  life  
Func:onal  Jobs  Perform  a  specific  task  or  solve  a  specific  problem  
 
Social  Jobs    When  they  want  to  look  good  or  gain  power  or  status  
 
Personal/    Feel  Good,  peace  of  mind   Importance  
emo:onal  Jobs     Of  
The  Job  
 
Suppor:ng  Jobs    Purchasing  and  consuming  of  value  as  consumer  or  
professional  
•  Buyer  of  Value:    comparing  offers,  comple-ng  
purchase,  taking  delivery    
•  Co-­‐Creator  of  Value:  pos-ng  product  review,  
par-cipate  in  design  of  service  or  product  
•  Transferor  of  Value:  reselling,  disposal,  transferring  to  
other  
insignificant  
All  Jobs  are  done  in  certain  context  and  is  only  relevant  to  it  
 Customer  Pain   Extreme  

Anything  that  annoys  your  customer  before,  during  and  aCer  

or  simply  prevents  them  from  geEng  it  done  

Undesired        Func-onal,  social,  emo-onal,  annoying  and  aesthe-cal    

 
Obstacles    Things  that  prevents  them  from  ge:ng  started  or  slow  down   Pain    
  severity  
Risks      What  could  go  wrong  and  have  nega-ve  consequences      
 
 

Moderate  
Iden-fy  what  is  tolerable  and  at  what  point  it  becomes  a  pain  
 Customer  Gain   Essen-al    
Gain  describes  the  outcome  and  benefits  your  customers  want  

Required    Basic  expecta-on,  without  which  it  just  does  not  work  
 
Expected    Can  live  without  but  is  commonplace  and  expected    
 
Desired    Would  love  to  have  if  we  could,  they  would  ask  if  surveyed     Gain  
    Relevance  
Unexpected    Benefits  beyond  expecta-on  and  desire  

Nice  to  Have  

Gains  are  best  understood  using  the  Kano  Model  
Kano  Model