Value proposition designer

Use this value proposition tool to articulate the actual benefits of your solution and zone in on how your concept will serve customers.

What is this for?

A value proposition is a clear and concise description of the key value a solution provides to a customer or user. It’s a statement about which customers you’re targeting, what pains or problems you’re solving, and the value you’re bringing to them.

This tool will help you write a value proposition from your customer’s perspective. The more you zone in on how your solution produces the right kind of value, the more likely it will be adopted by users.

When should you use the Value Proposition Designer? This tool comes in handy once you’ve filled in a concept card and you’re looking for a structured way to present your solution and explain how it solves consumer problems. 

Use it to write a unique customer value proposition that frames your offer from your user’s point of view, explaining clearly how you are helping them.

Tip: Try not to mention any solution features in your value proposition statement. Teams are naturally inclined to think about how amazing their solution is, rather than the benefit it provides. To avoid highlighting the features, jot them down at the bottom of the template and fold the page over. Once they’re out of sight, out of mind, you can begin focusing on the value you create instead!

Step-by-step guide.

Step 1

Fill out each section, starting from the top.

Step 2

Once you’ve reached section 3 on the page, put together a simple and clear message that comprises who you are helping, what pain or problem you’re solving, and what value your solution is bringing.

Step 3

Split the team into 2 and generate 2 different value proposition statements. Edit and iterate on the version that is most simple, direct, and concise.


Think from your customer’s perspective – they want to know what your product can do for them. 

Value proposition designer

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