It is no secret to anyone that the current business environment is very fast, and the demands of today's consumers are going at high speed and can be volatile. We also know that the mobile phone has become the point of contact for excellence of the consumer with companies, and its analogy as a universal remote control of life, every time, becomes more valid.
During 16 years, in Wigilabs we have seen the evolution of business-consumer through the technology, becoming in the most effective channel joining bith of the parts. Today this interaction is more evident and also more agile, Dynamic and highly demanding for those companies that want to be digital leaders in their industries.
The main responsibility of business strategists in these times of accelerated change and adoption technology, is how to make your value proposition live or be enriched effectively through digital platforms, hence the need to conceptualize, devise, and agile prototyping of digital products that connect business needs and opportunities with the expectations and needs of the client.
As a result of our experience with national and international clients, we have created Wigilabs Digital Platform Canvas a simple framework that allows us to work in a fast way and join both points of the equation to create a digital platform that really add value to the customer and the company.
To begin, it is necessary to analyze very well the value proposal of the company, brand or business unit, breaking down, if necessary, this proposal in the different customer segments; then, the business objectives, current and future offers that are planned for the client, and what the competition currently delivers, including substitutes to the value proposal that the company offers today, must be described in detail
Likewise, we analyze the works for which the client hires the company, purchase the brand, or have a commercial relationship with the business unit for which the platform is to be built (what is commonly known as Job To Be Done in a parallel way); from this, the needs, expectations, wishes and pains of the client are described in detail; In addition, to describe in what alternative ways can replace those jobs for which it hires the company
The above allows a global understanding of the points that we must unite between Value Proposal of the company, brand, or business unit, and the "Jobs to be done" of the client; this is reflected in the central section of the framework where key elements of the platform are detailed: rationale, main functionalities, which directly allow the value proposal to be delivered covering the customer's primary needs; secondary needs, which strengthen and optimize the value proposition and manage to satisfy some expectations and wishes. It is key to review what pains the client is currently facing in order to make sure that the main and secondary functionalities of the platform mitigate them completely as much as possible.After the above, and based on the detailed information, describes the type of technological solution in which the platform will live, whether it will be a web solution, an app, or the most suitable for the interaction to be optimal, together with the basic and general elements of its architecture.
As indisepensable elements, we describe the key indicators of the business that should impact the platform, the business model and services also the key elements
of the key elements of monetization and the data collection and analysis scheme that will be executed.
Finally we stablish an improvement continuos model, the digital product plan and support schemes and followings iterations to the PMV planned in this way through agile methodology, life cycle of the platform, as a plus, planning the creation of a community of users.
This guide doesn’t pretend to have the last word to conceptualize a platform, but it is the result of good practices in Wigilabs, and the learning of 16 years working for large companies and startups that bet on technology as a generator of value among companies and their customers.