Value Proposition Canvas

Xuejiao(Michelle) Zhang

Projects in IXD - 19/FA-INFO-682-01

What is a Value Proposition?

The value proposition of a product provides one of the most important meeting points for user experience design and marketing.

Evernote’s value proposition addresses two problems at once.

We all want to be productive and efficient in our work and personal lives, but sometimes struggle to find the time to take the necessary steps.Evernote offers the perfect solution: Organization without effort. Take my money.

dedicated to the goal of connecting the world in real time.

What is a Value Proposition?

Simply put, a value proposition explains what your company does.

Simply put, a value proposition explains what your company gives the primary reason a prospect should buy from you. It defines the first step of telling users what you offer. Your landing page offers the most trivial example of using the value proposition, but it can appear anywhere you need to convince your customer quickly: in an advertisement, the App Store, whatever.

What makes up the value proposition?

  • What do you do?

It may sound trivial to answer, but landing pages often lack it. Do you offer a service or an app? For businesses or regular customers? Imagine someone comes out of the blue with no background knowledge or context. Will they understand what you do in five seconds?

What makes up the value proposition?

2. Why would I care?

This question extends from the first, and it deals with good targeting. Maybe I understand your product or service at a glance, but why would I care? What relevance has it got to my life? How can it make my life easier?

What makes up the value proposition?

3. What makes you unique?

The third question helps distinguish you from your competitors. Maybe you can clearly define what your product does. Maybe you can also target your customers’ pain points successfully. But why choose your solution instead of the dozens of other products like it? Have you got a cheaper, faster, more effective, etc solution? Stand apart from your competitors!

Value Proposition Canvas

In a nutshell, this tool lets you focus on the most important jobs, pains and gains of your customer, and prioritize them

The Value Proposition Canvas has two sides. On the right, we have a customer profile. It helps clarify your understanding of the main customer segment. On the left, we have the Value Map. This helps describe how you intend to create value for that customer. Your job here is to find the fit between the two. The pain relievers on the left should reflect on the collected pains of the customer on the right side and so on. Organizing your insights with this framework can give you ideas for your value proposition.

Value - Google Slides