The Value Proposition Canvas – Template

Growth UX

The Value Proposition Canvas

The Value Proposition Canvas was developed by Dr Alexander Osterwalder and first shared in his book “Value Proposition Design: How to Create Products and Services Customers Want.” Its main purpose is to ensure that a product or service is positioned around what the customer needs.

the value proposition canvas template

Here’s how you can use it when designing products.

The 2 main rules to remember:

  1. Use the provided canvas and always start with the customer
  2. Be as specific as possible

To make your life easier, we have also created this downloadable template for anyone to use for free.

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