Workshop Exercises: Understand

Value Proposition Mapping

Define what outcomes customers can gain and benefit from using your product

Illustration of Value Proposition Mapping
Run a Value Proposition Mapping play

Timing: Discovery

Origin: Alexander Ostenwalder, Strategyzer & Nils De Witte

Prep time
10 minutes

Run time
60-90 minutes

Group size

Why: Ensure your product delivers tangible value to customers and differentiates itself in the market

When: Use to explore new market opportunities or as a strategic tool to reassess and enhance an existing value proposition

This workshop exercise is part of the Workshop Patterns printed card deck.

A collection of workshop exercises that will help you ditch dull meetings and facilitate with confidence. It will help you master the design process and have more productive time with your team. The card deck will be ready for purchase in the end of 2023 and is now undergoing rigorous testing.

Reserve your deck!

Instructions for running this play

  1. Present relevant user research.
  2. Draw the following canvas on a large surface:
  3. Begin by describing each customer segment using different colored sticky notes for each type of segment.
  4. List all the products and services your value proposition is built upon.
  5. Outline how your product or service creates value by solving a desire or killing anxiety. Match customer segments using the same color sticky notes. 

Tip: Use Silent Storming, Playback and Affinity Mapping for steps 3-5.

The original canvas by Alexander Ostenwalder & Strategyzer uses Gains & Pains for Customer Segment & Gain Creators & Pain Relievers for the Value Proposition. Switch them around by your liking.

Tips to perfect this play

Master and adapt the play to fit your context and needs.

Tip: Build a shared understanding

Maps are for creating a shared understanding across disciplines – between you, your team, and your stakeholders. Invite everyone relevant.

Tip: Competitor analysis

Competitor Value Proposition Analysis. Incorporate a comparative analysis of competitor value propositions to identify gaps and opportunities for differentiation.

Tip: Limit creators

Focus on a limited number of creators and/or relievers.

Tip: Focus

Create one map per value proposition.

Tip: Stay in time

Clearly distinguish present and future.

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