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Illustrations, Storyboards, and Scenarios STRATEGYZER.COM / VPD / TEST / 3.3


Share illustrations, storyboards, and scenarios related to your value proposition ideas with your potential customers to learn what really matters to them. These types of Illustrations are quick and cheap to produce and make even the most complex value propositions tangible.

1 Prototype alternative value propositions. Come up with several alternative prototypes for


the same customer segment. Go for diversity (i.e.,

ǃɲ In a business-to-business (B2B) context think of

8-12 radically different value propositions) and

value propositions for each important customer

variations (i.e., slightly different alternatives).

segment, such as users, budget owners, decision makers, and so on. ǃɲ For existing organizations, make sure to


include customer-facing staff in the process,

Define scenarios.

notably to get buy-in and gain access to

Sketch out scenarios and storyboards that

customers to present the illustrations.

describe how a customer will experience each

ǃɲ Complement the illustrations with mock data

value proposition in a real-world setting.

sheets, brochures, or videos to make your ideas even more tangible. ǃɲ Run A/B tests with slightly different scenarios to capture which variations get most traction. ǃɲ Four or five meetings per customer segment

3 Create compelling visuals. Use an illustrator to consolidate your sketches

are typically sufficient to generate meaningful

into compelling visuals that make the customer


experience clear and tangible. Use single illus-

ǃɲ Leverage the customer relationship and repeat the process later on with more sophisticated prototypes. Process adapted from Christian Doll,

trations for each value proposition or entire story boards.

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