Value Proposition Canvas

What is it

Map user profiles (i.e., jobs, pains, and gains) to values (i.e., gain creators, products and services, pain relievers) to ensure that a product meets user needs.

When to use it

When positioning the value of your offering against user insights. When refining an existing product or service offering or when developing a new offering from scratch.

Why use it

  • Ensure a fit between customers’ needs and the developed solution, which should be value-added for the customers.
  • Quickly identify any disconnects between needs and solutions, exploring creative ways to close those gaps.

Level

Intermediate

Outcome

Understand

Group Size

4+ people

Suggested Time

45+ minutes

Value Proposition Canvas

How to do it

STEP 1

Through user research (e.g., interviews, contextual inquiry, observation), populate the Customer Profile to capture customer jobs, pains, and gains. Reference the contents in the Customer Profile as you and your team develop ideas for gain creators, products and services, and pain relievers that will populate the Value Map.

STEP 2

Identify users to interview and/or observe.

STEP 3

Through interviews, observations, or contextual inquiry, collect information in the Customer Profile. Focus on describing customer jobs, pains, and gains.

STEP 4

Use information from Customer Profile to guide and inform development of products, services, and pain relievers. Populate these plans into the Value Map.

Benefits

Helps teams get succinct and clear on what is their unique value.

Challenges

Requires both an understanding of persona (audience of focus) and what their product/service does.

Combine With

  • Personas to help frame the user you want to target
  • Prototyping to get feedback on your product/service from target users

Need help using this tool with your team?

Questions?

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