Value Opportunity Analysis (VOA) is an approach to identifying the aspirational attributes in a product or service, listing a set of value opportunities to help design teams focus on the key items to connect the target audience.

  • Mapping the extent to which a product or service’s aspirational qualities connect to an audience
  • A (VOA) provides an opportunity for a team to work together from a place of deep empathy, grounded firmly in research for what the user values and desires.
  • There are seven value opportunities:
    1. Emotion: adventure, independence, confidence, and power
    2. Aesthetics: visual, auditory, tactile, olfactory, and taste
    3. Identity: point in time, sense of place, and personality
    4. Impact: social and environmental
    5. Ergonomics: comfort, safety, and ease of use
    6. Core Technology: reliable and enabling
    7. Quality: craftsmanship and durability
  • The VOA can be used to help the team consider competitive review, market analysis, and multiple personas.

More Readings,

The visible clustering of observations and insights into meaningful categories and relationships • Designers capture research insights, observations, concerns, or requirements on individual sticky notes. • Rather than grouping notes into predef...

Design ethnography is ethnographic qualitative research set within a design context. It delivers results that inform and inspire design processes, for instance service design processes. It offers reference material about people's everyday life; thei...

An imageboard or image board is a type of Internet forum which operates mostly via posting images. The first imageboards were created in Japan and inspired the creation of a number of English language imageboards. They are based on the textboard conc...

In research of human subjects, a survey is a list of questions aimed at extracting specific data from a particular group of people. Surveys may be conducted by phone, mail, via the internet, and sometimes face-to-face on busy street corners or in mal...

Contextual design (CD) is a user-centered design process developed by Hugh Beyer and Karen Holtzblatt. It incorporates ethnographic methods for gathering data relevant to the product via field studies, rationalizing workflows, and designing human-co...

Diary studies are a form of longitudinal research(research that takes place over a long period of time with the same participants). Typically, users self-report their activities at regular intervals to create a log of their activities, thoughts, and ...