It Worth To You? Template

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"What's It Worth To You" is a research game you can facilitate to better understand what aspects or features of a product/service are baseline expectations vs. sources of differentiated value or of no value at all. This template is designed to be used as an activity within a 1:1 moderated research session.

Research participants will place product/service features that are listed on yellow stickies into the box best representing their view on how valuable it is. Researchers can use these decisions, and how easily or quickly participants make these decisions, as a launching point into deeper conversations about what drove these decisions.

Setting up the game

Working with your product team, determine the existing or planned features/attributes of the product and list them out on the yellow stickies provided.
Based on the number of yellow stickies you have, you'll want to adjust the rules concerning how many are allowed in the Baseline Expectations bucket. The template starts with capping the maximum number of baseline expectations at 4 out of an assumed 10 attributes/features. Use your best judgement based on your knowledge of the marketplace.
The template also has several orange sticky notes that participants can use to add features or attributes that they would have liked to see. They can then indicate where these stickies may be categorized. Hypothetically, none of them should end up in the "No value to me" box.
Below the template are four rectangular yellow stickies with suggested probing questions you can ask based on the outcomes of the game. Feel free to copy these into your discussion guide and remove them from the template before you facilitate the activity.

Running the Game (Run Time: 10-15 minutes, including discussion)

This activity works best if you give participants control of the board, either by sharing the link directly or by giving keyboard/mouse control to them via Zoom screen share.
Orient the participant to the game board and walk them through the features you and the product team came up with. Have them move the yellow stickies to the box that best represents how they view the feature.
Once they have placed all the yellow stickies, ask if there are any features/attributes they would have liked to have seen and fill out any ideas into the orange stickies provided. Participants will then move the orange stickies in the box that best represents how they view the feature.