About

Testing for Exceptional Utility. The buyer utility canvas highlights the 6 key utility levers felt by customer across the 8 stages of the buyer experience cycle from the product/service you offer.

A buyer’s experience can be broken down into a cycle of 8 stages, running sequentially from Orientation to Disposal. Each stage encompasses a variety of specific experiences and at each stage you can ask a set of questions to gauge the quality of the buyer’s experience.

Tutorial

The Buyer Utility Map helps to get you think from a demand-side perspective. It outlines 6 utility levers you can pull to deliver exceptional utility to buyers as well as the various experiences buyers can have with a product or service. This mindset helps you to identify the full range of utility spaces that a product or service can potentially fill.

The utility levers are:

• Productivity
• Simplicity
• Convenience
• Risk
• Fun & Image
• Social Responsibility

At each stage in the Buyer Experience cycle you determine how you could unlock exceptional utility for your customers. By mapping your offering, as well as the current industry focus (your competitors) on the 6x8 spaces in the Buyer Utility Canvas, you can clearly see how, and whether your new idea not only creates a favourable utility proposition from existing offerings but also could remove the biggest blocks to utilities that’s stand in the way of converting noncustomers into customers. Using this approach helps you to create a market shaping Blue Ocean Strategy.

Is your product/service easy to find (Orientation), do you accept different ways of payment (Purchase), do you have products on stock (Delivery) etc.

Creator / Author

Alteration

Sparringpartner for SME companies.

License

Creative Commons Attribution - Share Alike 4.0 International license

How may I use this canvas?

Personal use Commercial use

Attribution

The Buyer Utility Canvas is a core strategic tool used in Blue Ocean Strategy. It was created by Prof. W. Chan Kim and Prof. Renee Mauborgne.