VALUE

PROPOSITIONS
& USER FLOW

DR. WILL KURLINKUS

WHAT IS A VALUE
PROPOSITION
• Value Proposition: What does your product do and why
should your user care?
1. How your product or service solves/improves user
problems
2. The benefits for the user
3. What makes your product unique
4. Why people should choose your product or service over
a competitor
 1. LIST TEN
FEATURES
THAT YOUR
APP NEEDS
TO HAVE.
2. CREATE AN AFFINITY
DIAGRAM FOCUSING ON
YOUR PRIMARY &
SECONDARY USERS
NEEDS
WHAT’S AN AFFINITY DIAGRAM?
3. CREATE A GOAL STATEMENT
• One of two sentences that describe the product and its benefits for your users:
1. Name of product & type of app (e.g., our coffee app CoffeezUp)
2. Will let users (perform what specific actions)
3. Which will affect (describe who it will affect)
4. By (describe how the product will positively impact the users).
5. We will measure its effectiveness by (describe how you will measure impact aka
KPIs-–key performance indicator)
*Use your problem statement to help you!
 GOAL STATEMENT

Art Gallery App easily learn more about local artists in galleries
Our will let users
product (what) perform specific actions (what)

which will affect users interested in local art

describe who the action will affect (who)

by making it easier to listen to personal stories of creation and motivation behind the art in local galleries .
describe how the action will positively affect users (why)

We will measure effectiveness by counting number of users who listen, galleries who purchase, .
and/or artists who benefit through purchases.
describe how you will measure the impact
USER FLOWS
• A flow chart that illustrates the path a typical user will take through your app to
achieve their goals—from opening page to goal achieved.

Action Screen Decision

N Y
1. THINK OF THE MAIN USER TASKS OF
YOUR APP.
2. THINK OF THE DIFFERENT
DECISION POINTS/CHOICES THAT
OCCUR ALONG THE WAY TO ACHIEVE
THAT USER TASK
IN YOUR TEAM, OUTLINE
THE USER FLOW OF
ORDERING A SMALL
CHEESE PIZZA FROM
PIZZA SHUTTLE
BY NEXT MONDAY:
OUTLINE THE
PRIMARY USER
FLOW OF YOUR
APP