Page 226 - The Design Thinking Playbook

A Lean canvas B Customer profile

Name
Problem Solution Unique value proposition Unfair advantage Customer segments
What are the main problems Describe a solution for What is the value we provide the Something that makes it diffi- List the target and Persona description
the business must resolve? every problem customer? cult for the others to copy the user groups
Describe the three biggest Formulate a simple, clear mes- solution For whom do we create value?
problems of our customers sage, which explains why Who are your most important
the solution is different and customers?
noteworthy Use the persona (see Chapter Jobs-to-be-done Pains
1.1)
• Profit generator
• Problem solvers
• Support/procedure for the
performance of tasks in spe-
cific use cases, which are
important to the customer Use cases Gains
Key metrics Channels
What measurable figures Through which channels
show whether the solution do our customer segments
works? want to be reached?
Existing
alternatives Short concept Early adopter Name
How were the problems X for Y analogy Describe the characteristics of the
solved up to now? Is there a simple analogy? ideal customer Persona description
(e.g., YouTube = Flickr for video) Use the persona for this (see
Chapter 1.1)
Jobs-to-be-done Pains
Cost structure Revenue streams
List the fixed and List the
variable costs sources of income
Use cases Gains

C Experiments reports

Experiment 1 Learnings 1 Experiment 2 Learnings 2 Experiment 3 Learnings 3
Step 1: Hypothesis What is the best
Step 1: Hypothesis We have learned the following: Step 1: Hypothesis We have learned the following: We believe that. . . We have learned the following: way to get to the
We believe that. . . We believe that. . .
Step 2: Test goal?
Step 2: Test Step 2: Test To verify this, we will. . .
To verify this, we will. . . To verify this,
we will. . . Step 3: Metrics
Step 3: Metrics documentation of the test (e.g., documentation of the test (e.g., And measure. . . documentation of the test (e.g.,
And measure. . . photographs) Step 3: Metrics photographs) photographs)
And measure. . . Step 4: Criteria
Step 4: Criteria We are on the right track if. . .
We are on the right track if. . . Step 4: Criteria
We are on the right track if. . .
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