Iwantedmy first post of the year to be about some of the things that I have learntand distil this learning into something simple.
My focus has been on the digital reinvention of the B2C and B2B2C space. This may sound like anincredibly large set but all it means is that I didn't explore the pure B2B space.
1) As customer expectations evolve, businesses need to move their value proposition from selling a product or a service towards a need servicing paradigm. One of the tools that I have found very useful is the customer journey mapping and associated toolsets.
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In some ways this is similar to the Day In the Life Of exercises that we used to do. But that methodology was for a corporate role withdefined responsibilities and KPIs that we were aiming to impact.
Taking this paradigm to the retail world is a whole different paradigm with an associated set of challenges and opportunities. But it truly is magical in its ability to unearth customer needs as they traverse their journeys.
2) To address the needs of the customer through their journey I ended up discovering a pattern; I call this pattern the Value Ecosystem.
Value Proposition Canvas Illustrations, Royalty Free Vector Graphics & Clip Art
As customers traverse their journeys they consume and seek value from disparate and disjointed sources. This could be other products that move them through theirpurchase funnels or websites, friends and experts. Infact every complex purchase involves its own disconnected and disjointed value providers. The sum of parts of this areof significant value to the customer.
In a digital world the challenge is to imagine and engineer a digital ecosystem that emulates the value that a customer searches for in their journey. We are all used to a world of business partnerships amongst value chain entities. Digital takes this to whole different level. It does this by integrating the data ecosystem into the physical partnerships and this integration lies the value ecosystem.
3) Reimagining the customer journey and the value ecosystem as a digital proposition involves what I have come to call; Disciplined Imagineering..
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It does becomesimpler to think digitally but the discipline required to be profitably take to market what the customer really needs, to exploit constraints, to remain practical and most importantly ensure that we don't over imagine or over engineersuch a reinvention exercise is something that I learn everyday. It never stops.
The iterative loop of what will wow the customer and be profitable and practical to deliver, is a test of the subliminal understanding of the intersection point of what is desirable, what is feasible and what is viable across each step of the customer journey and value consumption.The customer's experience gets built slowly across each stepof thejourney. I have even begun to think that being minimalist isn't a design philosophybut a choice with no other option.
In summaryI believe in a world that willchose experiences over features.I have come tounderstand thatto win in such a world requires the ability to understand customer needs and deliver these profitably leveraging a value ecosystem that is built around data assets; yours, your partner's and data ecosystems that help the customer achieve what they are trying to.
Value Proposition Canvas — Studio Maria Walnut
Butwhat this part of my learninghas really been about is figuring out Disciplined Imagineering. A term that for me has come to denote the combinatorial play of Customer needs, Strategyzer models, Design Thinking, Data Science, Machine learning, APIs, IoT and Network effects.
It does becomesimpler to think digitally but the discipline required to be profitably take to market what the customer really needs, to exploit constraints, to remain practical and most importantly ensure that we don't over imagine or over engineersuch a reinvention exercise is something that I learn everyday. It never stops.
The iterative loop of what will wow the customer and be profitable and practical to deliver, is a test of the subliminal understanding of the intersection point of what is desirable, what is feasible and what is viable across each step of the customer journey and value consumption.The customer's experience gets built slowly across each stepof thejourney. I have even begun to think that being minimalist isn't a design philosophybut a choice with no other option.
In summaryI believe in a world that willchose experiences over features.I have come tounderstand thatto win in such a world requires the ability to understand customer needs and deliver these profitably leveraging a value ecosystem that is built around data assets; yours, your partner's and data ecosystems that help the customer achieve what they are trying to.
Value Proposition Canvas — Studio Maria Walnut
Butwhat this part of my learninghas really been about is figuring out Disciplined Imagineering. A term that for me has come to denote the combinatorial play of Customer needs, Strategyzer models, Design Thinking, Data Science, Machine learning, APIs, IoT and Network effects.
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