Value Proposition Canvas

Design Thinking Toolkit Series  | March 6th, 2019

A Value Proposition Canvas is a visual tool used in the development of new products or services, or the improvement of existing ones. It helps define and articulate the unique value that a product or service offers to its target customers, and how it addresses their needs and wants. The canvas consists of two parts: the customer segment, which outlines the target customer segments, their needs and pains, and the value proposition, which outlines the unique solution the product or service offers to solve their needs and pains, and the corresponding benefits the customer can expect to receive. The tool provides a structured way to assess and refine a product’s value proposition, making it easier to communicate and test with customers.