The Value Proposition Canvas

The first part of the value proposition canvas is diving into the customer. Completing this part can help you refine your personas. There are three key aspects to the customer's side, jobs, gains and pains. Customer jobs are simply the things the customers are trying to get done. Gains are the outcomes the customer wants to achieve - ideally in a positive way. Pain refers to obstacles preventing the customer from completing these jobs. And it also has three aspects, products and services, gain creators and pain relievers.