✅ Why this step defines what your product really does for the user
Your product isn’t just a list of features—it’s a vehicle for delivering real outcomes.
The Products & Services block of the Value Proposition Canvas lists the specific offerings your customer interacts with. These aren’t just technical specs—they’re the tools that solve user jobs, relieve pain, or create gain. This block helps you anchor your value proposition in what you’re actually building—and why it matters.
📘 What you’ll define
- The physical or digital products your solution includes
- Core services, platforms, or bundled components
- Support systems, subscriptions, or extras that enhance experience
- Which parts of the offer solve which user problems
- What’s essential vs. what’s nice to have
🛠️ Tools and methods
✅ Products & Services Checklist
List your product’s components—physical, digital, or service-based
Clarify which offering matches which customer segment
Link each product or service to a job, pain, or gain
Separate MVP core features from extras or stretch goals
Include service touchpoints like setup help, dashboards, or training
Rank by customer priority—not internal effort
Example Products & Services Table
| Product or Service | Type | Supports Which Job or Pain? | Priority |
| Plug-and-play sensor hub | Hardware | Setup quickly, avoid downtime | High |
| Mobile alerts app | Software | Receive real-time fault notices | High |
| Auto-configuration wizard | Embedded UX | Reduce support calls, simplify setup | Medium |
| Live onboarding session | Service | Speed up installation for first-time users | Medium |
| Monthly health reports | Analytics | Gain visibility, demonstrate ROI | Low |
- Think about the user experience—not just the feature list
- Use customer jobs, pains, and gains to justify every item
⚠️ Mistakes to avoid
- Listing internal features that don’t matter to the customer
- Overloading the canvas with “nice to have” extras
- Forgetting service or support elements—they are part of the product
- Failing to connect items to user outcomes
💡 From product teams
“We nearly skipped the onboarding tool—until users ranked it as the most valuable part. It wasn’t flashy, but it solved their biggest pain.”– Product Manager, Hardware–SaaS Tool
💡 The best product features don’t just work—they relieve pain or create gain.
🔗 Helpful links & resources
- VPC Product Block Template
- Download: Feature–Outcome Mapping Grid
- Article: Translating Your Product into Customer Value
- Follow-on: Pain Relievers
✍️ Quick self-check
Have we listed the actual things the customer uses, sees, or benefits from?
Do we know which features support specific jobs, pains, or gains?
Are we prioritising based on user value—not internal effort?
Is this list grounded in feedback—not just assumptions?
🎨 Visual concept (optional)
Illustration: A cluster of labeled icons—sensor hub, mobile app, onboarding call, live dashboard—each with an arrow pointing to user jobs or pains like “Quick install” and “Avoid manual logging”.
Visual shows how products and services translate directly into user outcomes—not just features.