Value proposition mapping

What is it?

Value proposition mapping is an activity that evaluates the value of an existing or proposed product or service by analysing how it contributes to or detracts from the user’s life. In doing so, we understand how the product or service can be improved, providing even more value.

To undertake value proposition mapping, a clear profile of the user is required, usually in the form of a persona that lets us appreciate their specific needs, goals, pain/pleasure points and motivations. The value mapping exercise then ‘maps’ a specific product and service against the user profile, assessing how it either helps or hinders them. 

Such a deep understanding of the relationship between a user and a product and service allows us to identify opportunities for improvement and differentiation in the marketplace by resonating better with user needs and desires.

Value proposition mapping is done in a stakeholder workshop with the project team that links insights from customer research to an existing or proposed service. 

When to use it?

• When you have existing customer insight.
• For assessing the value of existing or proposed products.
• When you need to identify opportunities for improvement or differentiation in the marketplace. 

Want to conduct value proposition mapping?

Bunnyfoot has always prioritised evidence capture and valid, bespoke study designs to truly understand the nature of user engagement, interactions and behaviours, in a holistic way.

If you would like to talk about how we can support you with gaining a deeper understanding of your audience so you can make evidence-driven design decisions, we’d love to talk!