Value Proposition Design: The Canvas

  • language-icon Created with Sketch. English
  • date-icon Created with Sketch. Published on Mar 14th, 2017
  • level-icon Created with Sketch. Intermediate
  • Stroke 235 + Stroke 236 + Stroke 237 Created with Sketch. 638

At the core of any successful business is a value proposition that targets their customers' most pressing pains, gains, and opportunities. Value proposition design is a process in which you and your team get to the bottom of what your customers want the most by using the value proposition canvas. This canvas acts as a set of guidelines that will help you uncover who your users are, what they are trying to accomplish and where your business can help them.

Using the canvas will help align you and your business to specific user needs, meeting them head-on with solutions that will help alleviate their problems and of course ... help you make money.

It's a never-ending process that requires constant iteration. As market trends change and adapt you need to evolve your value proposition(s) constantly to keep it relevant and useful to your customers.

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  • 24m 13s on demand video
  • 6 lessons
  • Certificate of completion
  • Watch on desktop, tablet & mobile
  • Download and watch offline

What will you learn?


  • What is value proposition design
  • How value proposition design can help your business appeal to your users
  • When would this process suit your business needs
  • How to make this process collaborative
  • How do customer gains, pains and jobs help uncover your user’s needs
  • How do you solve customer pains and gains
  • Establishing priority in customer pains and gains
  • Using a value proposition template to develop a value statement
  • Communicating that value statement to other stakeholders

Who you'll learn with


With over 10 years experience in the UX Design industry, Ed brings a wealth of knowledge to the course material on UXClub.com. Having delivered for clients such as Renault, Nissan, Mastercard, Virgin and more, Ed has experienced the entire design process from user research, UX strategy and quantitative analysis all the way through to iterative design, execution and user testing. UXClub.com is a place where Ed can share what he's learnt with anyone who's looking to learn something new about user experience design and change their career.

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