The analysis based on USER CENTERED DESIGN CANVAS enables listing and organising all the important information about the business and its users. The fields address all the psychological aspects of users’ behaviour and the business aspects of the analysed organisation or product.
UCDC is divided into 9 fields. Done with the user-centered approach in mind, the users field was placed at the very heart of it. The left side of the canvass focuses on the users, the right side on the business. Following the logical order of analysis, the canvass enables creating a one sentence summary in the form of Unique Value Proposition.
The tool can perfectly serve individuals, but the more people are involved in the work on the canvas, the better UX diagnose can be. It may also prove beneficial to precede filling the fields with customer interviews, competitor analysis or any other research providing useful insights into understanding of the business and its users.
This field should contain the name or a short description of the analyzed company, brand, product, etc.
- A Local Café
Try to name a few types of the subject’s most important existing or potential users.
- Students, taking coffee during a break
- Businessmen, buying coffee on their way to work
- Coffee aficionados, seeking perfection in coffee making
This field should be completed with as many as possible hypothetical problems the users may want to solve with the subject’s (also the ones that don’t exist yet) services of features.
- wants to drink a coffee
- didn’t have time to drink coffee in the morning
- feels sleepy
- is in a hurry
- needs a place to work in
- needs a place to meet friends/business partners/clients
- quality of coffee in chain cafés isn’t satisfying
- needs to grab something to eat
Complete this field with all possible emotional or hidden drives that may motivate users to use or to get into contact with the subject business.
- only drinks good fair trade coffee
- can’t afford Starbucks
- doesn’t want to be associated with chain cafés
- seeks a place which would reflect his hipster image
- wants to meet new people
- wants to taste coffee from different parts of the world
- wants to make a good impression on a client
Try to fill this field with all possible anxieties the users may feel about using or contacting the subject business.
- coffee won’t taste good
- it will be too expensive
- the place will be crowded
- be late for class/work
- there will be no food to buy
- the names in the menu will be too fancy
- the quality won’t be the same each day
- there will be no drip brew from Ethiopia
- the barista will look down on me
- the toilet will be dirty
- there will be no Wi-Fi
Describe all possible (existing or hypothetical) ways to address the users’ problems, motives and fears described in previous fields.
- have coffee
- have coffee to go
- the coffee is strong/good quality/fair trade
- reasonable prices
- queue passes for regular customers
- fresh sandwiches/snacks
- free, secured Wi-Fi
- helpful barista
- comfortable seats and tables
- easy-to-understand menu
- clean interior
- offer a special coffee of the week
- offer discounts for students
- open from 6 a.m.
This field should be completed with all possible alternatives the users may have to using the subject’s products, services, etc.
- don’t drink coffee at all
- drink coffee at home/university/office
- bring coffee in thermal mug
- drink green tea/energy drink
- go to chain café
8. Competitive advantages
Fill this one with everything that positively distinguishes the subject from its competitors.
- experienced, skilled barista with awards in coffee making
- text to order a coffee (15 min. earlier)
- coffee for free in case of waiting more than 5 minutes
- exclusive deals with premium coffee brands
- coffee of the week
Unique Value Proposition
Having completed the previous fields, you should be able to coin a single phrase that would be a subject’s promise given to its users, and one which could be described as the subject’s long-term future philosophy (especially in terms of solving users’ problems or designing their best experiences).
Here’s our unique value proposition:
Friendly local cafe with the best quality coffees from premium brands, where a champion-barista won’t keep you waiting for your favorite coffee more than five minutes. You can even order your coffee earlier by texting, and you’ll pay less than in a chain cafe for all that.