Discovering Customer Value (Kanban Product Professional 1)

Discovering Customer Value (KPP1) is a foundational training program for product professionals seeking to define “what to build” in order to meet real customer needs and deliver exceptional value. This course equips you with advanced techniques to understand your market, define product requirements, and design compelling, fit-for-purpose offerings.

Rooted in the Fit-for-Purpose Framework and leveraging upstream Kanban principles, this class takes a deep dive into customer-centric product design by focusing on segmentation, fitness criteria, and product strategy.

Segment Markets by Customer Purpose

Students will learn how to segment their market based on customer purpose—the underlying goals and motivations driving customer decisions. You'll develop clear, actionable personas that help you align product development efforts with the people you’re designing for.

Understand the “Whole Product”

Using the Fit-for-Purpose Framework, you’ll explore the concept of a whole product, which includes:

• Product design (features and functionality)
• Implementation (technical architecture and operational readiness)
• Customer experience (service delivery and usability)

Define Fitness Criteria

You’ll learn to define fitness criteria—both functional and non-functional—for each dimension of the whole product. These criteria serve as measurable indicators of whether your product meets the expectations of your target audience.

Apply the Six Core Fitness Criteria

Master the six recurring dimensions of customer fitness:

1. Time – Speed of delivery or responsiveness
2. Quality – Performance, reliability, and design excellence
3. Safety & Compliance – Legal, ethical, and operational safeguards
4. Convenience – Ease of use or access
5. Optionality – Flexibility and customization
6. Affordability – Perceived and actual cost-effectiveness

Analyze Customer Experience

Learn to evaluate customer experience using two complementary approaches:

• The Humans & Narrative approach for qualitative, story-driven insights
• The Fitness Box Score for quantitative, survey-based analysis

Define Product Strategy with the A-Z Matrix

Finally, you’ll use the A-Z Matrix to define a focused, evidence-based product strategy. Learn how to allocate resources

• Students will learn to segment markets by customer purpose and to create personas
• Using the Fit-for-Purpose Framework, learn the concept of a whole product with design, implementation, and customer experience of service delivery
• Define fitness criteria in terms of functional and non-functional requirements to meet each of the three whole product dimensions.
• Explore product requirements, learn to categorize them, and map them to market segments as differentiating, neutralizing, cost-reducing, or table-stakes or regulatory
• Learn the six commonly recurring fitness criteria: time, quality, safety & compliance, convenience, optionality, and affordability.
• Learn to analyze customer experience using the human & narrative approach and the Fitness Box Score survey and data approach from the Fit for Purpose Framework and Fitness Box Score. Define product strategy using the A-Z Matrix and focus investment and experimentation where it is most valued

Day 1

• Understanding Fitness For Purpose & Customer Purpose Fitness Criteria Differ by Customer Segment [Theory - 1.5h; Practice - 2.5h]

Day 2

• Knowing Your Customers´ "Why" F4P Cards  From Insights to Action: A-Z Matrix [Theory - 1.5h; Practice - 2.5h]

Day 3

• Fitness Criteria [Theory - 1.5h; Practice - 2.5h]

Day 4

• KPI [Theory - 1.5h; Practice - 2.5h]