Value Proposition Design: The Canvas

Value Proposition Design is a marketing and business statement that a company uses to summarise why a consumer should buy your product or service. The technique relies on a tool called the canvas which is a process of establishing customer understanding and the value in your product.

  • English
  • Last updated Mar 14th, 2017
  • Skill level: Intermediate

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

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

Ed is a UX Designer with over 10 years experience working with a variety of clients including, Renault, Mastercard, Virgin and more.

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