Venture Design may refer to

Key Terms: customer discovery; design thinking; human-centric design; informal research method


In Venture Design Process, Alexander Cowan visualizes Venture Design as a process of 5 interrelated steps:

  1. A Problem Scenario. In rhetorical theory, the problem scenario is the rhetorical situation. It is the exigency for the innovation. In Alex Cowan’s Venture Design Model, customer discovery begins with the customer’s perspective of the problem. Here, customers are depicted as Personas.

    A persona is a characterization of a user who represents a class or type of user. For instance, when considering how to characterize how people adopt to technology, Everett Rogers (2003) theorized there were five major personas: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.

    Developers interview loads of potential customers. They ask defines the user as a persona the investigator to imagine the audience as a Persona. The idea here is that a persona represents a type of user that is likely to interact with your application or product.
    1. A collage of Stakeholders, Audiences. Customers. Personas. People come into a rhetorical situation, they come across a problem space, with a particular perspective. That perspective informs their insights regarding problem scenarios and alternatives.
  2. User Stories & Prototypes. Engage in Customer Discovery to build things users need. Develop MVPS (minimum viable products) and prototypes.
  3. Value Propositions & Assumptions. Define your business theses. Substantiate your claims: Provide evidence in support of prototypes. Complete your BMC.
  4. Customer Discovery & Experiments
  5. Product & Promotion
Venture Design Process by Alex Cowan

Resources