Richard Shed 
esign, Research & Strategy

Customer Value Proposition
For: Xero
Role: Principal Product Designer

with Cam Trollope, Lauren Wong and Julia Lima
Our primary objective was to inform how Xero should positioning our Connected Workplaces product and to define our customer value proposition

We also wanted to generate insights which could be integrated into ongoing product development
Connected Workplaces was Xeros emergent suite of HR tools: a mixture of legacy products - payroll and expenses a newely acquired rostering product.

I was asked to the lead a cross-functional group through the discovery and definition phases of our product positioning and customer value proposition. 

Our primary objective was to informing our product positioning for CW and generate insights which could be integrated into our ongoing CVP development.

We had an additional objective to answer some key strategic questions, specifically around the customer value of ‘customisation’ and integration options.

Approach and activities
  1. Consolidate and analyse existing customer research and  competitor analysis
  2. Define a long list of distinct, ownable territories where our offer might differentiate
  3. Generate sacrificial concepts to make those territories tangible for customer testing
  4. Test concepts with customers, using the Kano methodology in additional to qualitative analysis
  5. Valide the draft value pillars at scale through quant research (through an external agency)
  6. Refine, sharpen and socialise

This work formed the foundation of our Customer Value Proposition, value pillars and product strategy acrosss the division.

© Richard Shed