A model by Oriol Guitart
Digital Value Proposition: The Delivery Cycle©
Most digital products do not fail because the idea was wrong. They fail somewhere between the promise and the person. This model breaks that journey into four elements and one continuous loop.
Select any element of the cycle to read it in depth.
The four elements
Four elements, one loop that feeds itself
The value proposition is delivered through access devices and the user experience, and that experience becomes part of the value proposition itself.
Value Proposition
The core offering. The problem you solve or the benefit you provide. It is what attracts users and earns their attention.
Read the elementUser / Customer
Who you build for. Their needs, behaviors and expectations decide whether the proposition actually lands.
Read the elementAccess Devices
Where the experience happens. Phone, tablet, laptop, desktop and emerging screens like AR and VR headsets.
Read the elementUX/UI
How the value reaches the user. The design and execution that turn a promise into something people actually feel.
Read the elementWhy it matters
How you deliver is part of the value
A value proposition only exists for the user in the form it is delivered. The cycle is continuous: the proposition shapes who you serve, the user shapes which devices matter, the devices shape what the experience can be, and the experience feeds back into a sharper proposition. Break one link and the value never arrives.
A strong proposition poorly delivered fails. A moderate proposition brilliantly delivered often wins.
Where does your cycle break?
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