ensure a strong
match with the
and the user’s
Describe your product/service’s essential
characteristics in detail:
Features: what are the key elements of the concept?
Benefits: what is in it for the user?
Experience: how does it feel for the user to use your
Edge: what makes it a much better solution than similar
Describe your user in detail:
User portrait: who is the user, some details
Problem: which problem are we solving for the user?
Needs: what are the user’s underlying needs on this
Dream: what is the user’s ideal outcome/solution?
Work-arounds: what imperfect solutions does the user
have in absence of your product/solution?
Ensure a strong match between the two
sides; fixe it where the match is not good
USER VALUE PROPOSITION