The value proposition lays the foundation of the relationship between the service and its customers. It is also the most critical portion of the business model canvas, directly influencing the strategy.

Starting with the customer is at the heart of user-centered design. Hence the value proposition design begins by stepping into the shoes of the user with the customer profile, and understanding various facets of their needs which can be provided by the service. The gains and, perhaps more importantly, the pains of the customer prompt the make-or-break decisions for usage adoption and corresponding loyalty.

The value map represents the other half of the coin wherein the core of the service application comes to the forefront. The various pathways to enhance customer experience are illustrated by the service offerings (digital & intangible in nature) themselves. Additionally, it is essential to identify and collaborate with co-creators that aid in the service delivery process. Pain relievers help in sustaining customers by being agile towards addressing their crucial needs. Service innovation is a constant process wherein it is not only vital to establish channels of feedback, but also to keep listening and translating these lessons into actionable changes.

The exercise was conducted for the urban millennial user of Uber however repeating the same for each separate customer segment is required for prioritizing and implementing future changes to the service.

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