Why is this tool useful?

This tool should help you define and express the positioning of your brand and service so that the service is distinguished from competitors and conveys the correct values to the user. Use one set of positioning tools for each positioning option.

After you define the positioning, use this tool to delineate the unique way you aim to deliver your promise to your customers, specifying key features and ways your users would interact with your product/service.

Why is this tool useful?

This tool helps you identify the main problems the users would experience in their current journey and structure objectives that could overcome these issues in your new service proposition.

Why is this tool useful?

This tool is used to have an overview of the market landscape by comparing the positioning of your potential competitors. This helps you to identify gaps in your market segment that aren’t currently filled, so you can differentiate your service from the others.

To compare your competitors, try different combinations of influential attributes as the axis variables. These attributes should be characteristics of features which consumers depend on to make decisions.

Why is this tool useful?

This tool is used to have an overview of the market landscape by comparing the positioning of your potential competitors. This helps you to identify gaps in your market segment that aren’t currently filled so you can differentiate your service from the others.

To compare your competitors, try different combinations of influential attributes, such as the axis variables. These attributes should be characteristics of features which consumers depend on to make decisions.

Why is this tool useful?

This tool is used to create an overview of users and define the attributes that may influence the users relationship with the problem.

Select an influencing attribute for the horizontal axis and place users horizontally in the map relating to high or low extremes of that attribute. Then, select another attribute for the vertical axis to see what relationship it may have to the first attribute. Alternatively, use the vertical axis to measure the main transformation you hope to see in your users in order to directly show the impact of your first attribute on your objective. Creating different landscapes will allow you to explore the influence of different attributes, which can help determine what attributes are of importance or which users to focus on.

Why is this tool useful?

This tool helps you to form a persona through key insights collected during your research and highlight their problems, attributes and goals.

Why is this tool useful?

Use this template to compare key elements of competitors in your marketplace against your concept and against each other, and then categorise them.

Why is this tool useful?

Use this template to analyse and breakdown key attributes of your competitors, including values, visual aspects and features. Use one template per competitor.

Why is this tool useful?

This tool can used as a guideline to inform your interview structure.

Why is this tool useful?

This tool helps you to design your adverts. Use one of these for each advert variant. Please note there are restrictions in the way you set ads for certain things (eg. financial services).