Value proposition is not just about creating a “sticky” slogan to use in your web header and corporate design, a thought value proposition would help you to keep the focus in the important things specially in the key moments, like when you are doing a release planning or designing a launch strategy.

Consider this as a 10 points checklist to evaluate an eCommerce experience, putting the focus not just in usability but in those points that could make a difference between success and failure, meaning that could directly impact in conversion, activation and engagement of your users.

You are interviewing some people for building your User Personas or perhaps to explore how they will react to different product solutions. Then you realize you need to know some personality traits in order to understand why they react the way they do.