Value Driven Design (VDD)
Value Driven Design (VDD) is a design approach that focuses on creating and delivering maximum value to the users and the stakeholders at every stage of the development process, by aligning the design with the business strategy and the user needs. It is based on the principle that the value of a product or feature should be the primary consideration when making design and development decisions.
VDD is based on the following principles:
Understand the business strategy and the user needs: In VDD, the first principle is to understand the business strategy and the user needs, which refers to the process of gathering and analyzing information about the business goals, objectives, and strategy, as well as the user needs, wants, and goals, in order to design a solution that is aligned with the business and the user requirements. This understanding process may involve using tools and techniques, such as business analysis methods, such as the SWOT analysis and the Porter's Five Forces analysis, and user research methods, such as interviews, surveys, and focus groups, to collect and analyze data about the business and the user requirements.
Define the value proposition and the design objectives: In VDD, the second principle is to define the value proposition and the design objectives, which refers to the process of identifying and specifying the value proposition, which is the unique value that the design offers to the users and the stakeholders, and the design objectives, which are the specific goals and objectives that the design should achieve, in order to create value for the users and the stakeholders. This definition process may involve using tools and techniques, such as value proposition design and user requirement engineering, to identify and prioritize the value proposition and the design objectives, and to ensure that they are aligned with the business strategy and the user needs.
Design the value proposition and the user experience: In VDD, the third principle is to design the value proposition and the user experience, which refers to the process of creating and implementing the design elements, such as the user interface, the features, and the interactions, that enable the users to experience and benefit from the value proposition, in order to achieve their goals and tasks. This design process may involve using tools and techniques, such as user-centered design methods, such as the participatory design and the rapid prototyping, and user experience design frameworks, such as the ISO 9241 standard and the Nielsen Norman Group's heuristics, to create and implement an effective and usable design that supports the value proposition and the user experience.
Evaluate and validate the value proposition and the user experience: In VDD, the fourth principle is to evaluate and validate the value proposition and the user experience, which refers to the process of measuring and assessing the quality and effectiveness of the design, in order to identify and address any problems or issues that may affect the user experience or the value proposition. This evaluation and validation process may involve using tools and techniques, such as user testing methods, such as usability testing and user acceptance testing, and user experience evaluation techniques, such as the Single Ease Question and the System Usability Scale, to assess the usability, usefulness, and satisfaction of the design.
Enhance and evolve the value proposition and the user experience: In VDD, the fifth principle is to enhance and evolve the value proposition and the user experience, which refers to the process of iteratively and incrementally improving and refining the design, based on feedback and learning from the user research and the user testing. This enhancement and evolution process may involve using tools and techniques, such as agile development and user-centered design, to incrementally and continuously improve the design, and to ensure that it continues to create value for the users and the stakeholders.
The principles of Value Driven Design include:
Prioritize customer value over technical complexity
Focus on delivering value at every stage of the development process
Continuously measure and optimize the value delivered to customers
Collaborate with customers and stakeholders to understand their needs and priorities
Use agile and iterative development methods to quickly deliver value
When To Choose VDD
When customer needs and preferences are the main driver of the development process
When the development team wants to focus on delivering value to customers at every stage of the development process
When the development team wants to use agile and iterative development methods to quickly deliver value
VDD pros and cons
Pros of Value Driven Design:
Focuses on delivering value to customers at every stage of the development process
Prioritizes customer needs and preferences
Allows for quick delivery of value through agile and iterative development methods
Cons of Value Driven Design:
May require significant collaboration and communication with customers and stakeholders
May require a shift in mindset and approach for teams used to traditional development methodologies
May require a focus on long-term value rather than short-term gains or technical complexity
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