Value Proposition Canvas

I’ve recently done some interviews with lower-wage, hourly-paid workers (who are parents) as part of a side project.

A couple things I learned while doing this exercise:

• VPC provides a helpful structure to organize and translate disparate nuggets of information collected from user interviews into insights
• VPC helps you think explicitly about how you can think about potential solutions that can activate both gain and pain value creation levers

One component I would add to this VPC in the future is the pains/gains of other players who interact with the user you’re designing for — to ensure that the proposed solution is aligned with the incentives of these other players. For instance, as I was creating this VPC, I had to constantly think about the incentives of the managers/bosses of the hourly-paid workers who would have to conduct the performance reviews (and how to make the solution such that the manager sees private gain from doing these reviews for the employees).