Customer-centricity starts here

Offering what people need next

Using Customer Progress Design to realize the desire for progress.


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How we can help

  • Would you like to understand what customers need next?
  • Would you like to "push the right buttons" so customers switch to your solution?
  • Would you like to package your product in an offer that hits the mark?

The method for developing ideas that help people advance - based on Jobs to Be Done and The Wheel of Progress®.


Uncover hidden potential

Through our method, you will be able to bring to light how people want to improve their lives and how they struggle to achieve progress. This knowledge represents an intangible asset.

Leverage the mindset of thought leaders

Through applying the Jobs to Be Done way of thinking propagated by innovation pioneer Clayton Christensen, you will put people's desire for progress at the center of your company.

Use the results in the Value Proposition Canvas

No translation of the results into the popular methods by Strategyzer. Just keep using them in the Value Proposition and in the Business Model Canvas.

Instantly generate ideas for better solutions and marketing

You will receive a structured list of the factors that play a role in making progress. You will use this data to "program" a canvas that you will use to generate ideas for your solution and marketing strategy.

Get results in no time

With our backward designed method, you will generate ideas for market development in just one week after the research start instead of months.

Boost your customer IQ

Knowing what progress customers are seeking is an asset that gives you short-term benefits. The focus on the higher-level customer job* also offers you a north star that guides your organization in the long term.

*Value Proposition Canvas by Strategyzer.

*What are customer jobs?

The progress someone wants to make in a certain circumstance.

How it works

5 Easy Steps

Using our systematic approach, we will develop the basis for your solution and marketing concepts: characteristics of the struggle for progress. Based on interviews we will specifically search for 12 addressable variables . Our method is based on the innovative Jobs to Be Done (JTBD) theory.

Step 1

Determine the project scope, create interviewee profiles, and recruit.

Step 2

Using customer interviews and The Wheel of Progress® canvas, learn how people struggle to make progress.

Step 3

Identiffy the patterns of the struggle for progress.

Step 4

Evaluate and prioritize functional, emotional, and social customer jobs.

Step 5

Develop value-adding value propositions and marketing ideas.

Our 5-step process leads gradually to the result. Our specifically developed Mural template supports each step.

All steps can be carried out in a virtual environment, via Mural, as well as in a face-to-face event (for a surcharge).

The result: Tailor-made concepts for your market development

In the 5th step, we will develop ideas together that improve life and help people to move forward. In this reactor chamber, we will fuse your customer research results with new ideas. This is where the creative energy is released to create innovative solutions and to make it easier to “commission” a new solution.

Click for the application example of unipro solutions.

First we “program” the canvas with the found characteristics from customer research. Then we convert the findings directly into ideas for new value proposition, marketing and sales concepts.


In each of the customer progress cycle phases, you can help customers move along to the next phase.

  • To realize a deficiency 
  • To discover new solution approaches 
  • To "hire" the right solution 
  • To offer an improved or innovative solution 

Options & Pricing

Participate, outsource or design for your needs.

As part of our offer, you will get at least 25 addressable customer jobs and 250 characteristics of the cycle of progress.

Learn & Research

Learn the customer research process
and conduct a project jointly with us.
From 7490 € (excluding taxes) One project
  • Hands-on Customer Progress Design workshop
  • Up to 5 team members
  • Use of the project template for own project
  • Customer research with consumers
  • 6 customer interviews
  • Analysis and aggregation of all interviews
  • Evaluation of customer jobs
  • Active participation in conducting and evaluating interviews
  • Initial ideation of value propositions and marketing strategy
  • 100% remote
Introductory price

Hire & Results

Determine jointly with us the scope of the customer research project and let it be carried out by experts.
From 9490 € (excluding taxes) One customer type
  • Customer research with consumers
  • 6 customer interviews
  • Analysis and aggregation of all interviews
  • Evaluation of customer jobs
  • Initial ideation of value propositions and marketing strategy
  • Carried out by two Customer Progress Designers
  • Additional interview packs available
  • 100% remote
Introductory price


Set the scope and course of your project according to your organization's requirements.
individual Based on project
  • Individual project design
  • Flexible number of interviews
  • Flexible involvement
  • Individual evaluation criteria
  • Project led by the method author or a master facilitator
  • Individualized study report
  • Remote, in-house or mix of both

Limited availability of the offers. Fees payable upon acceptance of the offer. Agency inquiries.


Voices of our customers


Would you like to learn more about us and the story of The Wheel of Progress?




0 800 864 77 67

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Recommended posts

Find out everything you need to know about The Wheel of Progress and unipro solutions in our blog.