Value Proposition: Why Should They Care?
In UX, a Value Proposition is the fundamental promise of utility that guides every design decision. The value proposition is not a marketing slogan. If your design does not clearly communicate and deliver on the value proposition within the first 10 seconds of a user opening the app, they will churn.
The Value Proposition Canvas
Created by Strategyzer, this is the gold standard tool for UX strategists. It forces you to map the user's profile against your product's offerings. This allows you align your product with your users' needs and goals.
1. The Customer Profile (The Right Side)
- Customer Jobs: What are they trying to get done? (Functional, social, or emotional).
- Pains: What annoys them or prevents them from getting the job done?
- Gains: What outcomes do they desire?
2. The Value Map (The Left Side)
- Products & Services: What are you actually building?
- Pain Relievers: Exactly how does your product eliminate their pains?
- Gain Creators: Exactly how does your product create the outcomes they desire?
Expert Idea: The "So What?" Test
Every time a stakeholder suggests a new feature, run it through the "So What?" test against your value proposition.
Stakeholder: "We should add a social feed to the banking app."
UX Designer: "Our value proposition is 'Fast, secure, distraction-free finances.' A social feed violates this. So what value does it add for the user?"