What is a value proposition canvas?

The value proposition canvas helps visualise and reflect on how a service aligns with the needs and experiences of those it’s intended to support—whether they are patients, families, carers, or staff. It can be used to understand current services or test new ideas by mapping how they help people achieve goals, overcome barriers, and experience positive outcomes

The value proposition canvas can be used to test new service offerings or review existing services.

Why and when to use the value proposition canvas?

This tool is useful in both early-stage exploration and later-stage reflection. Use it:

• During the discovery or scoping phase to assess how an existing service is working
• In ideation stage to evaluate whether a new service meets user needs and expectations
• To test assumptions or document learnings from a pilot or prototype

It’s a flexible tool that supports both reflection and evidence-based planning.

How to use the value proposition canvas?

Jobs to be done

What tasks, responsibilities, or goals is the user trying to achieve?

Pains

What challenges, frustrations, or barriers do they experience while trying to achieve these goals? Challenges might include risks that are involved when trying to complete the tasks, or frustrations and obstacles the service user/stakeholder experiences when trying to achieve their goal.

Gains

What outcomes does the user hope to achieve? What does success look like from their perspective, and what would make a meaningful difference? Think about how they might measure a job well done. This could include their goals, aspirations, or broader hopes for the future.

Services

What is the service, support, or intervention being offered?

Pain relievers

How does the service help reduce or eliminate the user's difficulties?

Gain creators

How does the service help deliver the outcomes or benefits users care about?

Use the value proposition canvas as part of an ongoing cycle of design, test, reflect, and adapt. It supports continuous improvement by helping teams stay focused on what matters most to the people they serve.

More templated from the Design Community

Source: NHS National Services Scotland

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