The value proposition canvas is a strategic tool used to design, test, and build a service’s value proposition in alignment with customer expectations and market requirements. The canvas consists of two main sections: the customer profile and the value map. The customer profile outlines the customer segments, identifying their jobs, pains, and gains. The value map describes how the service addresses those by providing specific features or benefits, known as pain relievers and gain creators. The canvas visually demonstrates how the service will alleviate customer frustrations and enhance customer satisfaction, ensuring the value proposition is clear and compelling.
Value Proposition Canvas
Also Called, Value Orientation, Onliness Statement
The value proposition canvas clarifies how a service addresses customer desires, pains, and gains.
What stage of the design process are you at?
Implementation
Who would you like to engage in the design process?
Stakeholders
What aspects of the service are you working on?
Offering
What types of representation you'd like to use?
Text
Use it to
- Define the target customer segment and understand their needs and challenges.
- Map out the specific benefits your service offers.
- Identify how your service relieves customer pains and creates gains.
- Test and refine your service concept to better meet market needs.
- Communicate the unique value of your service to stakeholders and customers.
- Innovate or pivot your service offering based on customer feedback.