FEATURES OF DEVELOPING A DIGITAL PRODUCT CONCEPT USING A VALUE-BASED APPROACH

Abstract

The purpose of this article is to conduct a comprehensive study of contemporary approaches to the formation of digital product concepts in marketing, with an emphasis on their advantages, disadvantages, and methodological features. Particular attention is paid to the theoretical and practical justification of the feasibility of transitioning to a value-oriented approach, which is considered as a means of improving the process of developing digital product concepts. The article proposes an integrated model that allows for the effective combination of existing value development tools and modern organizational and technological solutions for creating competitive digital solutions. Methodology. The article uses theoretical and methodological analysis of literary sources devoted to the concept of digital products and services, as well as a comparative review of the most common approaches to value creation in the digital environment. Particular attention is paid to analyzing the impact of organizational models, modern digital business processes, and technological solutions on the value design process. The proposed approach is based on a critical rethinking of existing theories and models (in particular, Value Proposition Canvas, Jobs-to-be-Done, Kano Model) combined with an analysis of the real practices of digital companies, which allows synthesizing our own integrated methodology for improving the concept of digital products. Results. Application of the proposed framework results in a comprehensive and iterative process for digital product concept development, which systematically integrates user needs, business model validation, and feature prioritization. The methodology enables IT companies to identify and prioritize features that maximize user satisfaction (as measured by the Kano model) while balancing resource constraints and market realities. The developed Integrated Canvas for Digital Product Value Definition allows for the creation of clear, actionable product concepts optimized for both user value and practical feasibility. The adaptability of the framework supports iterative refinement in response to new data or shifting organizational capabilities. Practical implications. The framework offers a structured pathway to minimize the risks associated with misalignment between product features, user expectations, and company resources. By deeply embedding user value through interdisciplinary techniques and continuous validation, IT companies can decrease time-to-market, lower the rate of product failures, and more efficiently allocate development resources. The approach also facilitates cross-functional collaboration and informed decision-making in fast-paced digital environments. Value / originality. The originality of this work lies in its integration of established methodologies – JTBD, VPC, and the Kano model – within a unified, actionable, and iterative canvas tailored for digital product development. By systematically balancing user-centric value creation with realistic assessments of economic and organizational constraints, this article provides a novel, comprehensive solution to one of the central challenges in digital marketing and product management. The framework offers significant theoretical and practical advances, supporting greater agility, innovation, and success in digital product development for IT companies.