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The Value Proposition Canvas.

Use the value proposition canvas template in Mural!

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When might you use this tool?.

When you need your idea to work for a specific user—or it won’t work at all

When a user is preventing the system from operating as it needs to

When a user’s priorities conflict with yours, and you want to establish shared priorities

Tool to make it easy: Value Proposition Canvas.

Tool to make it easy: Value Proposition Canvas.

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Start on the right side, the user profile

• Customer jobs: Describe what your user is trying to get done. Tasks to perform, problems to solve, or needs to satisfy.
• Gains: Describe benefits your user expects, desires, or would be surprised by.
• Pains: Describe negative emotions, undesired costs or situations, and risks that your user experiences.

Tool to make it easy: Value Proposition Canvas.

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Then fill in the left side, your value prop.

• Products and services: List what you’re offering to help your user get a functional, social, or emotional job done.
• Gain creators: Describe how you’ll create benefits, including utility, social gains, or cost savings.
• Pain relievers: Describe how you’ll alleviate negative emotions, undesired costs or situations, and risks.