A focus on outcomes and value creation : leading to Skilloon continuous development opportunities
Di Sciascio, Tais (2020)
Di Sciascio, Tais
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202003274033
https://urn.fi/URN:NBN:fi:amk-202003274033
Tiivistelmä
The concept of customer centricity has been misleading organizations to ask their customers what they want and apply this raw finding directly to the design or improvement of their offering. As such, this study intends to make a step towards a new approach to integrate the customers’ needs in the process of developing digital services, either to create a new or to improve an existing service, as the case study suggests.
Skilloon is a platform designed to create value for educators through the process of creating courses, monitoring each student, and improving teaching and the institution’s capabilities. The case study explores the fit between Skilloon’s value proposition, and the value realized by the customers in using the features deployed on the platform. The purpose is to support the development team with specifications for creating the right resources to facilitate value creation.
The qualitative study includes interviews with internal stakeholders, educators and students to first understand Skilloon’s business and value proposition, and then detect the customers’ expectation, perceptions and value priorities for using the platform. The findings follow the jobs to be done logic, offering an understanding of the desired progress, or jobs, customers hire Skilloon to help them achieve. The jobs were further analyzed by a focus group and the cognitive walkthrough technique.
As a result, 11 backlog items are specified, offering opportunities to realize future growth goals for scaling Skilloon’s business into a new market segment while improving performance in the current one. The specifications go beyond a mere functional aspect, also addressing elements of social and emotional customer values. This combination reinforces Skilloon’s value proposition with suggestions to increase customer loyalty and their willingness to ‘buy’ the offering.
Rather than introducing to the market resources which represent the providers’ best guesses for a value proposition, the design work of this thesis suggests a focus on building resources that customers are more likely to use.
Skilloon is a platform designed to create value for educators through the process of creating courses, monitoring each student, and improving teaching and the institution’s capabilities. The case study explores the fit between Skilloon’s value proposition, and the value realized by the customers in using the features deployed on the platform. The purpose is to support the development team with specifications for creating the right resources to facilitate value creation.
The qualitative study includes interviews with internal stakeholders, educators and students to first understand Skilloon’s business and value proposition, and then detect the customers’ expectation, perceptions and value priorities for using the platform. The findings follow the jobs to be done logic, offering an understanding of the desired progress, or jobs, customers hire Skilloon to help them achieve. The jobs were further analyzed by a focus group and the cognitive walkthrough technique.
As a result, 11 backlog items are specified, offering opportunities to realize future growth goals for scaling Skilloon’s business into a new market segment while improving performance in the current one. The specifications go beyond a mere functional aspect, also addressing elements of social and emotional customer values. This combination reinforces Skilloon’s value proposition with suggestions to increase customer loyalty and their willingness to ‘buy’ the offering.
Rather than introducing to the market resources which represent the providers’ best guesses for a value proposition, the design work of this thesis suggests a focus on building resources that customers are more likely to use.