5 Steps to Define App Value Proposition

Want your app to stand out in a crowded market? You only have 5–30 seconds to grab users' attention. A clear value proposition is the key to showing users why your app matters and how it solves their problems. Here’s how to define it in 5 simple steps:

1. Research Your Market and Users: Understand your audience’s needs, behaviors, and pain points. Analyze competitors and track market trends to find gaps your app can fill.

2. Identify User Problems and Outcomes: Pinpoint what frustrates users and what they want to achieve. Use frameworks like Jobs-To-Be-Done to align your app with their goals.

3. Connect Features to Benefits: Translate your app’s features into real, tangible benefits that improve users’ lives.

4. Write and Test Your Value Proposition: Craft a clear, benefit-driven statement, then test it with real users to ensure it resonates.

5. Use It Everywhere: Apply your value proposition consistently across your app store listing, onboarding, and marketing to build trust and attract loyal users.

How to Create a Winning Value Proposition for Your Product by Dan Olsen

Step 1: Research Your Market and Users

To craft a compelling value proposition, you need to start with a clear understanding of your target audience and the market landscape. This foundation is key to shaping an app that resonates with users and stands out in a competitive space.

Find Your Target Users

Understanding your audience goes beyond just knowing their age or location. Dive deeper into their behaviors, motivations, and pain points - this is where the real insights lie. These details will guide critical decisions about your app, from its features and user interface to how you monetize it.

For example, US smartphone users aged 18–64 install an average of just four shopping apps, showing how selective users are when it comes to app downloads. Taking this into account, it’s crucial to define your target audience early in the development process.

Take Fitr.Training as an example. They identified three key personas - coaches, athletes, and brands - to ensure their app met the needs of its users and achieved a strong product-market fit.

Here are some practical steps to help you pinpoint your audience:

• Use tools like Google Analytics to analyze existing data.

• Check app store reviews to understand user needs and concerns.

• Keep in mind that 65% of users discover apps through app store searches.

• Segment your audience based on factors like demographics, preferences, behaviors, and psychographics.

To better understand contrasting audience traits, consider this spectrum:

Study Your Competition

Analyzing your competition is a smart way to identify what’s already out there and where your app can shine. A feature matrix is particularly useful for this - compare competitors’ offerings to spot opportunities. Reviewing their app screenshots and user feedback can help you uncover both their strengths and areas where they fall short.

Social media is another valuable tool. By observing competitors' social media strategies, you can gain insights into their audience and messaging. Keep in mind that direct competitors target the same audience, while indirect competitors solve similar problems in different ways.

Monitor Market Trends

Keeping up with market trends is essential for spotting opportunities and staying relevant. Did you know that mobile devices account for 52% of internet traffic, and 85% of users prefer mobile apps for their convenience and speed? These insights highlight the growing dominance of mobile platforms.

Tools like Google Trends can help you track keyword interest, offering clues about whether demand for your app category is on the rise. Social media and online forums are also great places to monitor user discussions and identify gaps in the market.

Staying informed about advancements in mobile app technology and shifts in consumer behavior can open doors to new opportunities. A great example is Zoom’s response to the COVID-19 pandemic in 2020. By listening to customer feedback, they introduced enhanced security features, expanded meeting capacities, and personalization options. These changes led to a staggering 2,900% increase in daily active users over just four months, capturing 50% of the video conferencing market by 2021.

Finally, don’t underestimate the value of user surveys. They provide firsthand insights into what potential users want - details you might not uncover through competitor analysis or secondary research. These findings can be instrumental in refining your app’s value proposition as you move forward.

Step 2: Identify User Problems and Desired Outcomes

To create a product that truly resonates, you need to uncover users' real frustrations and goals - not just rely on assumptions. A pain point is a specific issue that users face, and addressing these challenges is critical to building a user-friendly app. Understanding these problems requires observation, empathy, and thoughtful research.

Use the Jobs-To-Be-Done Framework

The Jobs-To-Be-Done framework helps you understand what users are essentially "hiring" your app to do. It’s about identifying the specific tasks they need to accomplish. Ask yourself: What job are users trying to complete when they turn to your app? Whether it’s saving time on errands, staying connected with loved ones, or picking up a new skill, the task often involves both practical and emotional dimensions.

To apply this framework, conduct user interviews to learn about situations where current solutions fell short. Field studies, where you observe users in their natural environments, can also highlight challenges that interviews might miss. This approach helps you design an app that directly addresses users' core needs.

Balance Practical and Emotional Benefits

A successful app doesn’t just solve practical problems - it also delivers emotional rewards. For example, it might save users time or money while also reducing stress or boosting confidence. Focus groups can be a powerful way to understand how users perceive your app and how it makes them feel. Tanya Nativ, Design Researcher at Sketch, emphasizes the value of observing users in authentic settings:

"Diary studies are one of the few ways you can get a peek into how users interact with our product in a real-world scenario."

Here’s a simple way to think about the balance between practical and emotional benefits:

Validate Your Assumptions

Once you’ve identified user problems and their desired outcomes, it’s time to validate your findings. Use surveys (both quantitative and open-ended), prototype testing, and card sorting to prioritize issues. Research shows that 44% of Australian businesses fail due to poor strategic management, highlighting the importance of making informed, data-backed decisions.

Matthieu Dixte, Product Researcher at Maze, underscores the value of open-ended questions:

"With open-ended questions, researchers get insight into respondents' opinions, experiences, and explanations in their own words. This helps explore nuances that quantitative data alone may not capture."

Senni Nurmi, Head of Marketing at Geeklab, adds:

"Concept validation in app development is thus crucial to ensure data-driven decision-making throughout the entire app development process."

Step 3: Connect App Features to User Benefits

Now’s the time to connect the dots between your app’s features and the real, tangible benefits they offer users. This isn’t about rattling off technical specs - it’s about showing how each feature makes life better or easier for your users. Let’s break it down.

Create a Value Proposition Canvas

The Value Proposition Canvas is a powerful visual tool that helps you match your app’s features to what your users actually need. As Alex Osterwalder, co-founder and CEO of Strategyzer, puts it:

"The Value Proposition Canvas helps you design products and services that customers really want because it gets you to focus on what matters most to them."

This tool is split into two parts: one side focuses on your users - their tasks, frustrations, and goals. The other side highlights your app’s features, solutions to their problems, and ways it can improve their experience.

Start by focusing on your target audience. What are their biggest challenges, and what do they hope to achieve? Collaborate with your team to brainstorm and rank these insights based on importance. The goal is to create a clear connection between your app’s features and the user’s most pressing needs. For instance, a volunteer management platform used the canvas to uncover that their users - volunteer managers - were overwhelmed by juggling multiple tools. By addressing issues like manual team creation and inactive volunteer tracking, they developed features such as an all-in-one platform and engagement dashboards that resolved these pain points.

Translate Features into Benefits

Features tell users what your app does, but benefits show them why it matters. To bridge this gap, keep asking yourself, “So what?” until you uncover the core value.

Here’s an example: let’s say your app supports fast data syncing. Ask, “So what?” The answer might be, “Users get real-time updates.” Ask again: “So what?” That could lead to, “Users never miss important information.” Keep going until you land on something meaningful, like, “Users feel confident and in control of their work.”

Here’s a simple breakdown:

The best benefits speak to deeper human needs - saving time, reducing stress, or feeling more productive. Netflix nails this concept with its “Because you watched…” feature. The technical side involves algorithms analyzing viewing habits, but the benefit is clear: users discover shows they’ll love without endless scrolling.

Emphasize Technical Advantages

While benefits take center stage, don’t overlook the value of highlighting technical strengths - just frame them in terms of how they improve the user experience. For example, Starbucks uses advanced data tracking to personalize offers. Instead of diving into the technical details, they promote it as a feature that gives users discounts on their favorite drinks, like caramel lattes, based on their purchase history.

Security features are another great example. Advanced encryption can be described as “bank-level security that protects your personal information,” while multi-factor authentication becomes “extra protection to keep your account safe, even if your password is compromised.”

Personalization is a big deal too - 69% of customers are more likely to buy from brands that tailor their experiences. If your app includes personalization, focus on how it makes the experience more relevant and seamless, not the tech behind it.

Keep your Value Proposition Canvas up to date as your app evolves and user needs shift. Something you once thought was a minor feature could turn out to be a game-changer, or a key feature might need tweaking to deliver the benefits users are looking for. Regular updates ensure your app stays aligned with what matters most to your audience.

Step 4: Write and Test Your Value Proposition Statement

Now that you've done the groundwork with research and feature-benefit mapping, it's time to craft a value proposition statement that clearly communicates why your app matters. This step is all about creating a compelling reason for users to choose your app over others.

Structure Your Value Proposition Statement

A solid value proposition answers one key question: "Why should I choose this app?" HelpScout defines it perfectly: "A value proposition is a simple statement that summarizes why a customer would choose your product or service. It communicates the clearest benefit that customers receive by giving you their business."

Your statement should be clear, concise, and focused on benefits rather than features. Instead of saying, "Our app has advanced scheduling features", say something like, "Never miss an important meeting again." This shifts the focus to what users gain.

Take inspiration from successful apps. Bumble’s “On Bumble, ladies always go first,” Slack’s “All your tools in one place,” and Pocket’s “Save the most interesting and important content flowing through your day” all address user needs in a simple, relatable way. Avoid corporate buzzwords - use everyday language that resonates with your audience and can be understood in seconds.

Test with Real Users

Once you've drafted your value proposition, the next step is to test it. As Angel Annunciacao, Senior Business Director at IDEO, highlights, "At the end of the day, value propositions are about testing the consumer's needs, and that's something you want to do early and often."

Here are some effective ways to test:

• 5-Second Test: Show your landing page to potential users for just five seconds, then ask them what they understood. If they can’t summarize your app’s value, it’s time to simplify.

• A/B Testing: Compare different versions of your statement to see which resonates more. For instance, The Good tested three taglines for Theraspecs, with “Keep your style. Get your relief.” increasing conversions by 16%.

• Solution Interviews: Talk to potential users to see if your message aligns with their needs.

• Wireframe Testing: Diana Caplinska, a Fractional CMO for Early-Stage SaaS, advises against testing the value proposition directly with customers. Instead, she suggests creating a wireframe that incorporates your messaging and testing that. "If you've done the work well, you've pretty much written your new homepage. Test THAT instead," she says.

Gather both quantitative data, like click-through rates, and qualitative insights through surveys or interviews. Pay close attention to how users describe your app in their own words - this feedback can help refine your message.

Simplify Your Message

After testing, refine your value proposition by eliminating any unnecessary complexity. Simplicity is key - overly complicated messages can hurt conversions. In fact, clear and concise value propositions have been shown to boost conversion rates by up to 30%. Aim to communicate your app’s value in less than eight seconds.

As Jackie Sunga warns, "If your customers cannot understand clearly what you do and the unique value you provide to them, they will go to a competitor. If they visit your website and it's unclear, they'll bounce."

A simple formula from Steve Blank can help: "We help (X) do (Y) by doing (Z)." For example: "We help busy parents track their family's health by combining all medical records in one secure app."

Take cues from companies that excel in simplifying their messaging. Zapier’s “Automate without limits” and Tortuga Backpacks’ “Bring everything you need without checking a bag” both highlight specific benefits without overloading the message. If your value proposition doesn’t pass the “instant clarity” test, keep refining until it does.

Step 5: Use Your Value Proposition Everywhere

Once you've nailed down your value proposition, it’s time to make it work for you. To truly resonate with your audience, your message needs to show up consistently at every touchpoint where users interact with your app. This isn't just about looking polished - it’s about building trust and making your brand unforgettable.

Consistent branding can increase a company’s value by 20%. When users encounter the same clear message - whether it’s in your app store listing, onboarding process, or marketing campaigns - they're more likely to trust your app and feel confident in what you offer.

Improve App Store Listings

Your app store listing is often the first impression potential users get of your app. Make it count. Every detail should reinforce your value proposition.

Start with your app description. Lead with your value proposition right at the top. For example, if your app promises to "Never miss an important meeting again", immediately explain how your scheduling features deliver on that promise. Use the rest of the description to highlight specific benefits and features.

Visuals are just as important. Use screenshots to showcase exactly how your app solves problems, and include text overlays to emphasize key benefits. Arrange these screenshots in a way that tells a story - how your app works and why it’s the solution users need.

Apple sets a great example here. Their app store listings, packaging, and website all reflect the same clean, user-focused design, reinforcing their identity as a premium, easy-to-use brand. Every element supports their core promise of simplicity and quality.

Design Onboarding Around Your Value Proposition

Your onboarding process should immediately demonstrate your app’s value. Don’t bury your value proposition in a lengthy tutorial - put it front and center, then use each step to reinforce that promise.

Duolingo excels at this. They engage users right away with a language proficiency test, delivering on their promise of personalized learning from the start. Gamified features like points and streaks keep users motivated, resulting in over 300 million users and a 55% retention rate after 7 days.

Guide users toward actions that showcase your app’s value. For instance, if your app is about saving time, walk them through a task they can complete faster than usual. Calm does this effectively by guiding new users straight into a meditation session, showing its value instantly.

Interactive walkthroughs are another powerful tool. Let users experience the app’s benefits firsthand. Attention Insights implemented guided onboarding flows to help new users generate their first heatmap, boosting activation rates by 47% in six months.

Personalization also goes a long way. Bumble simplifies onboarding by asking users what they’re looking for - whether it’s a relationship, casual dating, or new friends. Based on their answers, Bumble tailors the experience, showing only the most relevant profiles.

Keep Marketing Messages Consistent

Your value proposition should be the backbone of every marketing message. That doesn’t mean every ad needs to say the exact same thing, but the core promise should remain consistent across all platforms.

Establish brand guidelines that cover everything - from logos and colors to messaging and tone. This ensures everyone, including external partners, stays aligned with your brand’s voice and message.

IKEA is a prime example. Their ads, website, and in-store messaging all communicate the same promise: affordable, stylish furniture.

When creating campaigns for different platforms, adapt your message to suit the channel while staying true to your core value. For instance, a Facebook ad might highlight social proof, while a Google ad focuses on solving an immediate problem. Both should ultimately reflect the same promise.

In-app messaging is especially powerful, with a 75% impression rate - 45 times higher than email and nearly three times higher than push notifications. Nike leverages this by sending workout reminders and motivational messages through their app, helping users stay on track with their fitness goals and boosting retention.

Regular audits are crucial. Look for inconsistencies in your messaging and gather customer feedback to understand how your brand is perceived. While your value proposition may evolve based on user input, any updates should be rolled out consistently across all channels.

"Connected TV is no longer a dark horse but a formidable performance channel that's here to stay. Ultimately, if you're not investing in CTV ads, you're not meeting your users where they are." - Gijsbert Pols, Director of Connected TV & New Channels

Consistency builds trust, and brands with a clear value proposition are 30% more likely to attract and retain customers. When users encounter the same strong, reliable message everywhere they interact with your brand, they’re more likely to believe your app will deliver on its promises.

Conclusion: Building a Strong App Value Proposition

A strong value proposition is the foundation for every decision, from initial research to marketing efforts. Think of it as your guiding light, ensuring your strategy stays focused on what truly matters to your users.

The five steps outlined earlier form a strategy that touches every part of your app's lifecycle. Together, they help you pinpoint your app's place in the market and communicate its value effectively. In today's crowded app marketplace, having a clear and compelling value proposition isn't just helpful - it's essential.

Your value proposition does more than describe what your app does; it shapes how users perceive it. To stand out, it must instantly and clearly communicate your app's benefits.

"A value proposition is a clear statement that explains how your product or service solves customers' problems or improves their situation. It describes the benefits you deliver and why customers should choose you over competitors." - Chris Turner

This level of clarity influences user behavior and builds loyalty. The impact of a well-crafted value proposition is evident in the numbers. For instance, companies with an NPS score above 70 often outperform competitors in revenue growth. Much of this success comes from consistently delivering on the promises made in their value propositions.

Importantly, your value proposition isn’t static - it evolves. A staggering 97.7% of professionals in the industry rely on user feedback when developing new products. This feedback is key to refining your value proposition, ensuring it stays relevant and resonates with your audience. Leading apps are always testing and adjusting to maintain this connection.

When done right, your value proposition becomes the thread that ties everything together. It sets development priorities, shapes marketing messages, and helps users immediately understand why your app is the right choice for them.

At Appeneure, we've seen the transformative power of a clear value proposition in action. Whether it's AI-powered tools, health tech innovations, or e-commerce platforms for our 100+ clients, the apps that thrive are those driven by user-focused value propositions at every stage of design and development.

Your value proposition is more than a statement - it's a promise. Deliver it with clarity and consistency, and watch it drive your app's success.

FAQs

How can I use the Jobs-To-Be-Done framework to identify user needs and improve my app's value proposition?

To effectively use the Jobs-To-Be-Done (JTBD) framework, start by engaging directly with your target audience. Ask them about the tasks they aim to complete, the obstacles they encounter, and the results they hope to achieve. Dive deep into their motivations to uncover the core "jobs" your app needs to address.

After pinpointing these jobs, organize them into primary and secondary needs. Then, create a straightforward job map that outlines the steps users follow to reach their goals. This method ensures your app tackles real-world problems and provides meaningful solutions. It also helps you sharpen its unique value proposition, making it easier to stand out in a competitive market.

How can I test and validate my app's value proposition with real users?

To ensure your app's value proposition aligns with what users truly want, start by collecting direct feedback through user interviews and surveys. These methods give you a clear picture of how well your app idea meets their needs and expectations.

You can also experiment with A/B testing, which lets you compare different features or messaging to find out what resonates most with your audience. Another clever tactic is the fake door test - this involves creating a clickable option for a feature that doesn’t yet exist, allowing you to measure user interest without heavy development. These strategies offer practical insights, enabling you to fine-tune your app’s value proposition efficiently.

How can I make sure my app's value proposition is consistently communicated across all marketing channels and user interactions?

To ensure your app's value proposition is communicated effectively, it’s essential to establish a clear and cohesive messaging strategy. Start by defining the core principles that make your app stand out - its purpose, tone of voice, and visual style. Then, carry this unified message across every platform, from your website and social media to app store descriptions and customer support channels.

Consistency is key. It strengthens trust and solidifies your brand’s identity. Take time to regularly review your messaging to keep it aligned with your audience’s needs and expectations. Use feedback from users and stay aware of market shifts to refine your message, ensuring it remains clear and engaging across all interactions.

Related posts

• Mobile App Development Costs: Complete Breakdown Guide

• 5 Steps for Mobile App Competitor Analysis

• App Development Costs: Design to Launch

• 5 Steps to Prioritize App Features for Market Fit