Storybox

Articulating a value proposition

Problem space

Discovery workshop

Empathy

We will all focus on the persona who’s underserved needs we want to solve for. A wide range of people are impacted in this problem space, and for this discovery workshop we will focus on the client decision-maker.

Value Proposition

All concepts must include key points of our value proposition: resilient technology, effective digital experiences, and high-quality consulting services. Add other themes as needed!

Patty runs ABC Financial, an independent firm providing holistic planning and investment management services to investors and their families. Her primary challenges are competition from larger firms, and being able to deliver all the services her clients need while being a smaller firm.

Needs

She needs three things:
• Grow the business, hire talent, get new clients.
• Make the most of the digital tools she has invested in.
• Implement these tools (and new ones if needed) in a way that makes her

team more efficient, and able to focus on the things that matter.

She needs this because

Patty provides a needed service as a fiduciary and feels that she owes it to her clients to provide that service in the best way possible. She is competing with bigger and bigger firms, and needs to offer the same or better service even with the smaller scale of her firm.

Information about digital tools is very disjointed. It is hard for Patty to filter the good information from the bad and even harder to figure out how to apply the information to her suite of tools to achieve the needed outcomes.

This is currently a problem because

The workshop used prior interviews and notes from prospect meetings for the Empathy phase. The biggest chunk of time was spent on defining the nature of the problem, and refining our understanding of it. This continued into ideation, where ideas fed back into the problem statement, refining it further. Prototyping and testing were set up as follow-up activities, giving priority to identifying the right problem.

Modelling the output

Digital maturity trail map

Driving deep engagement with our products & services by being a firm’s Sherpa in their journey upwards in the maturity model.

Self-guided optimization

Helping firms to utilize existing solutions in a more efficient way, through engaging content and training.

Structured engagement

A digital interface which supports deep conversations and feedback-based engagement with clients and prospects

Prototyping & testing

Iteration 1

The first version of the prototype presented the value proposition as the primary navigation, allowing for this to be the primary storytelling theme.

From here, it dived immediately into the tools and solutions offered for each persona, within a theme.

This version of the storytelling failed to convert prospects, but valuable feedback was collected.

Iteration 2

The second version brought in visuals to deepen the conversation about each facet of the value proposition, in response to the feedback.

This allowed the consulting team to tailor the "altitude" of the conversation to the right level of detail for the prospect.

This resonated well, and became an important part of a $90 billion AUM prospect conversion.

Iteration 3

Even after the success of the last iteration, the team continues to explore refinements. The current version elicits deeper conversations by playing back "what we hear from customers" in each facet of the value prop.

This allows the presenter to learn more about the unique challenges of the firm, and be able to respond in real-time with relevant options.