DPI662: The Value Proposition of Canvas

Insight #1

The value that Canvas provides to its customers (Kennedy School Students) can be summarised by two main factors:

Customization: The dashboard and content is customized to the individual student’s enrolled courses, so that the student only sees relevant deadlines, materials, and communications; and

Convenience: Having a single host/repository to access all readings and materials for class, communicate with teaching staff and classmates, submit assignments, and track grades and feedback, saves time.

This value arises from Canvas’ core products and services, with very little customer value added by the “gain creators” or “pain relievers”.

Insight #2

The process of inserting the “pains” on the customer profile segment resulted in a long-list of obstacles Kennedy School Students face in pursuing their customer job/s. Human-centered design principles tell us that those closest to the obstacles, are also closest to the solution. However, in the 12 months I have been at the Kennedy School, I have not been offered an opportunity to provide feedback on how Canvas can better relieve those obstacles faced by students. Unsurprising given that there is no incentive to do so, this suggests that the Kennedy School is not iterating, refining, or improving the Canvas offering, and is satisfied with its current value proposition.

Insight #3

I agree that, generally speaking, if a pain reliever or gain creator doesn’t fit anything in the customer segment, it may not be creating customer value. However, in this exercise, the customer jobs, customer gains, and customer pains were based on the holistic Kennedy School Student experience, with Canvas only addressing a specific aspect of that experience. Therefore, some of the products and services, gain creators, and pain relievers are too specific to “fit” items in the customer profile segment.

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