Value Proposition Design Canvas

Wedesignthinking Creator Website Library
45 minutes Time
2-5 Participants
Normal Difficulty Go to tutorial
4414 Downloads Image
Personal useCommercial use
Value Proposition Design Canvas

Value Proposition Design Canvas


Create great value propositions from a customers perspective.

Your products & services are not your prime objective. Your customers and creating value for customers are. Learning what customers really want is difficult. Looking beyond features and products even more so. Especially when you’ve already invested time and money. Luckely there are tools available to help you design value from a customers perspective.

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Discover what products and services are of value to your customers. Before or after this exercise, you can create personas to better understand your customers, their jobs and create better products & services.

  1. Customer(s) - Who are your customers? What do they do?
  2. Pains - Describe negative things your customers (can) encounter. E.g. negative emotions, undesired costs or risks.
  3. Gains - Try to come up with things your customers could really use or benefit from. E.g. positive emotions, cost savings or other gains.
  4. Solutions - Create customer gains and solve pains. Think of smart combinations and multiple solutions for every pain or gain. These are your puzzle pieces
  5. Product & Services - Try to come up with products and services that provide these solutions.


  • Pains can often be rewritten as gains and vice versa. This new perspective often results in new ideas and solutions.
  • Reverse engineer ideas, products and services and start at the right side of the canvas. Don't look for proof, this approach requires both creativity and criticism.
  • The Value Proposition Design Canvas can be used side-by-side with the Golden Circle Pitch Canvas to test and turn your ideas into pitches. The contents of both canvases are exchangeable which can help you create better value propositions.
  • A great way to elaborate on the concept development is to use the Minimum Viable Product Canvas.

Creator / Author



Accelerate innovation visually!

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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


This canvas is a supplement to the Business Model Canvas from Business Model Generation, the Empathy Map by Dave Gray and XPLANE and Golden Circles by Simon Sinek.

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.

Related canvases

English - Value Proposition Design Canvas

Portuguese - Modelo de Design de Proposta de Valor

Is your language not yet available? Help translate this into your native tongue. Contact the creator!

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

Value Proposition Design 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).