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. 559

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.

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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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