Blue Ocean Buyer Utility Canvas

Alteration Creator Website Library
45 minutes Time
2-5 Participants
Normal Difficulty Go to tutorial
1458 Downloads Image
Personal useCommercial use
Blue Ocean Buyer Utility Canvas

Blue Ocean Buyer Utility Canvas


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.


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



Sparringpartner for SME companies.

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Creative Commons Attribution - Share Alike 4.0 International license

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How may I use this canvas?

Personal use Commercial use


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.

Copy-paste the HTML code to your website. This will embed the document as an interactive player similar to how YouTube videos are embedded everywhere on the web.

TIP: You can change the width and height attributes to best fit the website in which the document will be embedded.

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Only available in English for now.

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How to use this canvas?

Canvas Generation is an open library for canvas creators, enthusiasts and developers. We are not a productivity tool where you can use this tool. It is our mission to make the canvas library accessible to anybody for integration in their apps. Don't reinvent the wheel. Just use our free and open Canvas API. Our way of giving back :).

Support for this canvas when using the Canvas API

Canvas Zones Content

Blue Ocean Buyer Utility Canvas

Applications that support the Canvas API

No integrations yet. Don't worry, we only exist since September 1st, 2020. Check back with us later or integrate this canvas and the tool library into your application! Contact us to show visitors your application here.

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Application from the creator

The creator doesn't seem to have an application to use this canvas (yet).