Value Proposition Design: How to Create Products and Services Customers Want

2.1Prototyping Possibilities

What’s Prototyping?

Use the activity of making quick and rough study models of your idea to explore alternatives, shape your value proposition, and find the best opportunities. Prototyping is common in the design professions for physical artifacts. We apply it to the concept of value propositions to rapidly explore possibilities before testing and building real products and services.

DEF-I-NI-TIONPrototyping

The practice of building quick, inexpensive, and rough study models to learn about the desirability, feasibility, and viability of alternative value propositions and business models.

Quickly explore radically different directions for the same idea with the following prototyping techniques before refining one in particular.

Napkin Sketches

Make alternatives tangible with napkin sketches. Use a single sketch for every potential direction your idea could take.

Ad-libs

Pinpoint how different alternatives create value by filling in the blanks in short ad-libs.

Value Proposition Canvases

Flesh out possible directions with the Value Proposition Canvas. Understand which jobs, pains, and gains each alternative is addressing.