Product Transactional Analysis

With the Transaction Board, map key value units and “currencies” that entities exchange. For each of them, map the channel or context that can be the place where the exchange happens

The Transaction Board is used to make a list of the key transactions that happen on the platform. Each transaction includes:

  • The Entities interacting
  • A Value Unit that gets exchanged
  • The Channel/Context where it happens


We can derive the transactions from the work done on the Motivation Matrix in identifying the give-to potential. Normally we start from the Core Entity, the one related with the Core Value Proposition.


  1. Focusing on the give-tos try to reflect on the following questions: – what are the exchanges that map with the Core Value Proposition (and therefore to the Core Entity)?
  2. For every transaction you should be able to characterise: – a value unit that is exchanged (can be money, reputation, knowledge, a tangible product, etc…) – the two parties involved – and the channel or context that can be the place where the exchange happens (can be a specific part of the website, a live exchange, an organised event, etc…) You can use the pre-printed arrows on the transaction board to explain the directionality (fill in or mark the one that fits your directionality). Note that some transactions can be bidirectional.
  3. After having mapped all the transactions that involve the core segments you can still identify a few ones which you deem as important: focus on other transactions that may involve a large number of participants and also to those that will need a formalisation to happen easily (something that may not happen if there’s no channel available). At the end of the exercise try to link the transactions that are linked in a sequence or experience.