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 cognitive walkthrough is a usability evaluation method in which one or more evaluators work through a series of tasks and ask a set of questions from the perspective of the user. The focus of the cognitive walkthrough is on understanding the syst...

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 ...

The design-thinking ideology asserts that a hands-on, user-centric approach to problem-solving can lead to innovation, and innovation can lead to differentiation and a competitive advantage. This hands-on, user-centric approach is defined by the desi...

Interaction personas focus instead on the touchpoints and the user’s mental state and the context in these specific moments, pinpointing crucial elements that could help to improve the product. It’s a very effective way to explore the possibil...

A property in which the physical characteristics of an object or environment influence its function. The term affordance was created by psychologist James J. Gibson, his best-known definition is taken from his seminal 1979 book, The Ecological Appro...

Usability Report, When reporting results from a usability test, you should focus primarily on your findings and recommendations that are differentiated by levels of severity.  Include the pertinent information from the test plan and present just en...