Introduction
Last week, my team and I conducted interviews with users who previously used Udemy. We collected information on their behaviour and interaction with the platform, analyzed the data and discovered interesting pain points and opportunities. Although these findings brought insightful perspectives from the users’ point of view, the solutions must align with Udemy’s value and business model. The perfect tool to connect the dots and fill the blanks is by using the Value Proposition Canvas by Strategizer. This week, during class, in a team, we completed the canvas – discussed the customer’s job along with their pain and gains and connect with the product by its gain creators and pain relievers.
Workshop - Value Proposition Canvas
Completing the canvas with my team members felt seamless, we were able to find most of the pain points and opportunities gathered from the interviews and link with Udemy. It was a comprehensive idea-generating workshop focusing on ideas for its business model and users. This workshop allowed me to visualize ideas generated from gains and pain points from the customer’s perspective and see how its opportunities connect with Udemy’s values. It also led to a challenge because we had to place our minds in Udemy’s shoes, fully understand their value proposition and their vision to align with opportunities to improve on user experience. For this workshop, we developed goals and objectives based on our previous research, assumptions, and information from the interviews on Udemy thus, the information generated from the workshop might slightly differ from Udemy’s. A more accurate representation of Udemy’s value would be to speak with their staff and directly get more insight from them.
Additionally, as we generated many gain creators and pain relievers for users, I realized that some ideas were more complex, timely and expensive to develop while others might not bring as much value to the company or the user. Since not all opportunities are equally important and valuable, these ideas must be further discussed and trimmed down.
Furthermore, this online collaborative tool is perfect for a team working remotely - it mimics an in-person brainstorming session on a screen. However, the resolution of the canvas and stickies vary by screen size. It can be difficult to visualize the ideas and sections on a smaller screen for someone working on a laptop. Communicating ideas online with teammates was the most challenging part of the workshop, it was harder to convey ideas to others. I think clear and concise ideas would be even better generated when working together in-person, that is what I would like to try next time.
The Value Proposition Canvas is a great tool to organize ideas strategically. Although it has its limitations, this online tool is the perfect solution for the current situation (pandemic) and prepares you for the next step to develop the ideas.