Value Proposition Design

by | 23, Sep, 2019 | Canvas, Tools

When it comes time to really understand your customers, including their jobs-to-be-done, pains, and gains, as well as your offer to them, the Value Proposition Canvas, developed by Alex Osterwalder at Strategyzer, is one of the best tools available to help you in this regard.

This is one of the canvases I use the most. It gives you the trigger questions to help you explore what your customer wants to accomplish and what are the issues keeping them from their goals. It makes your knowledge explicit.

It then helps you evaluate your offer and expand it to better satisfy your customer. And not forget to add some delight to your product or service.


You can download the canvas here.


There is a very good book taking you through the full process: Value Proposition Design, by Alex Osterwalder and Yves Pigneur.


For the first part, here is one of the good books on jobs-to-be-done.

We use this canvas in our Customer Standpoint Workshop.

Example: a movie theater

It is important to consider the full customer experience linked to reaching their goal, not just with your product or service.

Here are just a few ideas that can come up.


  • Be entertained
  • Connect with your partner
  • Share a moment with friends
  • Escape real life
  • Avoid FOMO
  • Keep kids busy


The movie itself

  • Not enough choice
  • No movie satisfies everyone
  • Movie too long
  • Disappointing movie

The organization

  • No good movie times
  • Can’t agree on a time
  • Finding a babysitter

Before the movie

  • Have to drive
  • Far away
  • Find a parking space
  • Wait in line to buy the tickets
  • Have to come early to get a good seat
  • Expensive tickets
  • Expensive snacks

During the movie

  • Seated up front
  • Someone very tall in front of you
  • Noise of other moviegoers eating
  • Uncomfortable seats
  • Small screen
  • Sound too loud


  • Leads to good conversation
  • Discover new effects (shaking seats)
  • Intimacy (no arm rest)
  • Kids were happy


  • Screen
  • Sound
  • Seats
  • Movies

Pain relievers

  • No movie satisfies everyone: multiscreen venues
  • No good movie times: movie playing on multiple screens and morning shows
  • Find a parking space: valet parking
  • Wait in line to buy the tickets: buying tickets online
  • Have to come early to get a good seat: reserving your specific seat online
  • Uncomfortable seats: high-end plush seating
  • Small screen: Imax

(Notice that they didn’t address the pain of expensive snacks!)


Gain creators

  • Duo-seats without armrest
  • 3D, immersive experience (e.g. shaking seats), image extended on the side walls.