How to empathy_map_and_pretotype_businessmodels_uxstories_dk

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Customer Insights

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E- Commerce

Customer insight as an important tool to build the business model

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• Adopting the customer perspective is a guiding principle for the entire business model design proses.

• Customer perspectives should inform our choice regarding:

• Value Propositions• Distribution Channels• Customer relations ships• Revenue streams

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The empathy map..

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In order to try and sketch a profile of the customer segments, we can create an Empathy map. The empathy map, maps out the following:

• What does she see?• What does she hear?• What does she really think and feel?• What does she say and do?

• What is the customers pain?• What does the customer gain?

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Considering another

transportable music

device

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Maybe a traditional

Mp3 player?

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What does she see?• People around her starting to use mp3 players

• Computer shops advertising with new mp3 gadgets• Newspapers writing about the anxiety of the music business

Mp3 user

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What does she hear?• Friends talking about how easy or difficult it is to use the mp3 player

• Her father talks about he’s trouble with trying to transfer music to a mp3 • Musicians talking about the cowardness of music piracy

Mp3 user

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What does she really think and feel?• I’m not sure whether I now how to rip and transfer my CDs

• It would be great to be able to have many CDs song ready to play on a device• Will I look as cool with an mp3, as I do with my Ghettoblaster?

• Can I get caught for downloading piracy music?

Mp3 user

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What does she say and do?• Its easy/hard to use the mp3 player..

• Its perfectly safe to download pirated music from pirate bay• I'm much cooler with this new gadget mp3 player..

Mp3 user

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What is the customers pain?• It takes a long time to find the right places to download songs

• Sometimes a album is in a very poor quality, or broken of in the middle of everything• What I'm doing is illegal, and If caught I can get a big fine

Mp3 user

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What does the customer gain?• Now I can have 20 CDs worth of music in my pocket• I can make playlist with all the music titles I like best

• I Save a lot of money on buying expensive CD’s• I get to listen to a lot of different artists, as its easy for me to shuffle the albums

Mp3 user

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15The iPod as examplen

An refined business model

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• What value do we deliver to the customer?

• Which one of our customer’s problems are we helping to solve?

• What bundles of products and services are we offering to each Customer Segment?

• Which customer needs are we satisfying?

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• Through which Channels do our Customer Segments want to be reached?

• How are we reaching them now?• How are our Channels integrated?• Which ones work best?• Which ones are most cost-efficient?• How are we integrating them with

customer routines?

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• What type of relationship does each of our Customer Segments expect us to establish and maintain with them?

• Which ones have we established?• How are they integrated with the rest of our

business model?

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• For what value are our customers really willing to pay?• For what do they currently pay?• How are they currently paying?• How would they prefer to pay?• How much does each Revenue Stream contribute to

overall revenues?

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Epicentres of Business Model Innovation

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Ideas for business models can come from everywhere. Many(almost all) business models is a refinement of an existing business.

To get inspiration, look for the GAP. The GAP can be the difference in what the market offers and what the customers pains are...

The GAP can also be an entirely new way of producing a product, which makes you highly competitive in the market...

The Gap can be found many other places..

On the next slides are three examples, many more is possible..

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Resource driven

Amazon’s web services (Cloud storage, Audible books etc.) Was build on top of amazon.com ‘s retail infrastructure..

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Offer driven

An Usability consultancy company offered Worldwide Usability interviews, at a unheard low price(its me ;-) Thereby having to get a fail safe setup for recruiting and interviewing the right users via a remote usability setup..

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Customer driven

A lot of smaller web shops and smaller organizations wanted to do usability tests on their shops but didn’t have the money to do it the conventional way. Brugertest.nu created a system, where company's can get a usability test for a fraction of the price of a conventional test.

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Pretotyping as a tool to get customer insight in to the market..

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In order to understand how the market will react to our product, we can pretotype the idea, and expose it to real users..

Pretotyping is thereby a way to test a product idea quickly and inexpensively by creating extremely simplified versions of that product to help validate (or falsify) the premise that "If we build it, they will use it.”

Pretotyping is the brain-child of Alberto Savoia, Jeremy Clark and Patrick Copeland.

Se more on pretotyping.org – and download howto and more…

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Education

How to empathy_map_and_pretotype_businessmodels_uxstories_dk