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A customer canvas is a method used to help unpack customer research and is also that starting point for developing the Value Proposition. The canvas has different sections that facilitate customer-centric design by starting with a holistic assessment of customers’ desires, pains and gains.
A customer canvas is a method used to help unpack customer research and is also that starting point for developing the Value Proposition. The canvas has different sections that facilitate customer-centric design by starting with a holistic assessment of customers’ desires, pains and gains.
A customer canvas offers a deeper understanding and assessment of the audience’s social, emotional and functional needs, complementing each persona. It ensures the decision making and focus is based on customer value, differentiating you in the market.
A customer canvas offers a deeper understanding and assessment of the audience’s social, emotional and functional needs, complementing each persona. It ensures the decision making and focus is based on customer value, differentiating you in the market.
Step-by step guide
Start with your key personas
Before starting the customer canvas it’s advised to have already created personas. Start with your core persona, the one you believe you can deliver the highest impact to.Map the customer’s jobs
Jobs describes what your audience are trying to get done in their lives. These can be functional (e.g. pay a bill), social (e.g. appear wealthy to friends) or emotional (e.g. feel relaxed on the trip).Map the customer’s pains
Pains describe anything that annoys your audience related to trying to get a job done, including any risks associated. These can be functional (e.g. no time for admin), social (e.g. embarrassed of anxiety towards Covid-19), emotional (e.g. feel isolated), barriers to getting jobs done (e.g. no one to help) or risks (e.g. losing competitive advantage).Map the customer’s gains
Gains describe the outcomes your audience want to achieve or the concrete benefits they are seeking. These can be required gains (e.g. tech doesn’t break), expected gains (e.g. info on functionality available) or unexpected gains (e.g. 24 hour support available).Prioritise jobs, pains and gains
Once you have completed each section you then need to identify the Jobs, Pains and Gains that are the most urgent, severe and important.
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