Your Unique Value Proposition Could Land You Your Next Client
Tell me your unique value proposition (UVP) in under 60 seconds. If you can’t, then read this.
Ah, the Unique Value Proposition (UVP) — it’s like the secret sauce that can turn a good designer (or product) into an unforgettable one, and it’s something every UX/UI designer, career changer, and curious cat out there should have in their toolbox. Imagine walking into a room full of identical twins. How do you spot the one you’re supposed to meet? It’s the unique hat they’re wearing that catches your eye. That hat is their UVP, making them stand out in a sea of sameness. Let’s break it down in a way that sticks.
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The Essence of UVP
At its core, a Unique Value Proposition is a clear statement that describes the benefit of your offer, how you solve others’ needs, and what distinguishes you from the competition. It’s your promise to tell them exactly why they should pick you over anyone else on the market.
Why UVP Matters
For UX/UI designers and anyone stepping into the product design realm, understanding and articulating a UVP is crucial because:
- It guides your decisions: Knowing your UVP helps you prioritize steps in your career that amplify that value.
- Sets you apart: In a marketplace flooded with options, a clear UVP helps you stand out to stakeholders, clients, or your next-door neighbor by highlighting what makes it unique.
- Improves product’s user experience: A well-defined UVP for the product you’re working on ensures that your design focuses on what’s truly important to your users, making their experience smoother and more fulfilling
Crafting a Killer UVP
Creating a UVP that resonates involves soul-searching and some research. Here’s how to craft one that’s both compelling and true to your product:
- Understand your audience: What are their pain points or desires? The better you understand them, the more tailored your UVP can be. Think of prepping for an interview; you already know what you will say to make you stand out.
- Identify your strengths: Look at what you do best. How does it make other’s life easier, better, or more enjoyable?
- Spot the difference: Consider what sets you apart from competitors. Is it an innovative quality, exceptional skills in a specific niche, or a unique aesthetic if you’re a visual designer?
- Keep it simple and clear: Your UVP should be concise, straightforward, and easily understood at a glance. Avoid jargon and focus on clear, benefit-oriented language. Sell yourself with confidence!
UVP in Action
Let’s put it into the context of a product. Imagine you’re designing an app for plant enthusiasts. A potential UVP might be, “Our app turns your brown thumb green by offering personalized plant care schedules and reminders tailored to each plant in your home.” This statement tells users precisely what they’ll gain and highlights the unique, personalized approach that differentiates it from generic plant care apps.
Remember, a UVP is not just a tagline or a slogan; it’s the foundation upon which you are built (whatever your career may be). It makes users pick your product out of the lineup of identical twins or land that next interview. For UX/UI designers, career changers, and anyone looking to make their mark, mastering the art of the UVP is a step toward creating your north star to follow and your superpower. So, wear that unique hat proudly and let it guide your design journey.
I know what you’re thinking, “But Dana, how do I make my unique value proposition?”
Crafting a UVP is like concocting a gourmet dish. There’s a basic recipe, but the magic lies in how you mix the ingredients. While there isn’t a one-size-fits-all formula, a classic recipe has stood the test of time. Here’s how it goes:
The Classic UVP Formula
[Your Offering] + [Problem It Solves] + [How It’s Unique] = Your UVP
Sounds simple, right? Let’s break it down:
- [Your Offering]: This is your dish. What are you serving up to your audience? Is it a service, a product, or a skill? Be specific. “I design websites for CPG brands…”
- [Problem It Solves]: Identify the hunger. What specific craving does your offering satisfy? Why do they need it? “…to boost usability and raise conversion rates…”
- [How It’s Unique]: Here’s where you sprinkle in your secret ingredient. What makes your dish stand out in the crowded marketplace? “…with five years of domain knowledge, I know my user group and have been hand-selected by companies like Nestle and Coca-Cola…”
I created a Figjam template to help you brainstorm your own UVP!
Putting It All Together
So, mixing it all up, a solid UVP for the hypothetical mobile app could be: “I design websites for CPG brands to boost usability and raise conversion rates. With five years of domain knowledge, I know my user group and have been hand-selected by companies like Nestle and Coca-Cola to design websites for their newly launched products.”
A Spoonful of Tips:
- Keep it concise: While throwing in everything but the kitchen sink is tempting, clarity and brevity are your best friends.
- Focus on the benefits: It’s not about the bells and whistles but the value those bells and whistles bring to your audience’s life.
- Be specific: Vagueness is the enemy of a great UVP. The more precise you are, your UVP will resonate with your target audience.
Stir, Taste, Repeat
Remember, creating a UVP is an iterative process. Draft it, let it simmer, taste-test it with your target audience, and don’t be afraid to adjust the seasoning. The goal is to find the perfect balance that makes your audience say, “Yes, that’s exactly what I need!”
So, there you have it — a starter kit for cooking up a UVP that defines what you bring to the table and why it’s the dish your users didn’t know they were craving. Now, whip up a UVP that’ll have them coming back for seconds.
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