DTA Toolcard Value Proposition Map

Value Proposition Map

VALUE PROPOSITION CANVAS

WHY

The Value Proposition Map allows you to describe how you might be creating value for your customers. In the Discovery phase it helps you embed your customers’ needs in possible solutions and organize your hypothesis to eventually design products and services those customers might want.

HOW

The Value Proposition Map is a plug-in to the Business Model Canvas. Use the Value Proposition Map to create an overview on how to design for value. During the Discovery Phase, you will focus on the right hand side of the canvas.

Filling in the right side of the map is a team activity carried out by following the steps below: 1. Customer jobs: gather all customer needs, problems and tasks; 2. Customer pains: gather all negative emotions and undesired customer costs, situations and risks; 3. Customer gains: gather all customer benefits and desires; personal, functional and economical.

Later in the Define phase, you can include on the right side of the Map the actual value offered to the customer. You

can follow these steps: 1. Gain Creators: What value is created for the persona?

2. Pain Relievers: What pains of the persona are resolved by the proposition?

3. Products and Services: What other products and services are connected to the proposition?

EXAMPLE To improve the user experience of a retail brand, the team used the Value Proposition Canvas to create an overview of shoppers’ latent needs.