Doug Morwood

Partner at Business Models Inc

Clearleft Says

Doug Morwood is a strategy designer and runs the UK practice for Business Models Inc, the team who produced the Business Model Generation book with Alex Osterwalder, and are practitioners of Value Proposition Design. Since their inception, both these tools have become a key part of our consulting process. The Value Proposition Canvas works especially well for UX practitioners, so we’re excited to have Doug share his process with the attendees of UX London.

Wed 18 May, 2016, 14:00

Great Value Proposition Design

The Value Proposition is one of the most fundamental building blocks in the Business Model Canvas, and also one of the most complex. Coupled with the Business Model Canvas, these tools have helped a tsunami of new startups to design, test, iterate, and validate new products, services, and businesses. Great Value Proposition Design leads to great business success. Why? Because only by truly understanding the needs of the customer can we design solutions that last.

It's easy to say that the customer is at the heart of what we do. But are they really? How often is the user experience really rooted in their needs? How often do we take the time to explore new and challenging ways to engage on their terms? How often do we think we know best? In this interactive workshop you’ll get templates, tools and practical exercises to really start working with it in a simple way. You will experience visual tools for customer understanding and discovery, and explore how a deeper understanding of the customer can influence great design, and importantly, lead to new ways of creating, capturing, and delivering value.


1. How to use and apply visual tools such as the Value Proposition Designer to create better understanding and deeper engagement with users and customers.

2. How to recognise and test assumptions in our understanding of the customer, and our solutions.

3. How being on the front-line of user design connects back to company strategy.

4. A simple and repeatable methodology for interacting with users in their world to fast-track results.

5. A repeatable process for creating a shared language within your teams.

This workshop is suited for designers through to senior managers.

View slides

About Doug Morwood

Expert in strategy, innovation, and business design for large organisations, Doug is a bold strategic thinker. He believes in the power of connecting people and ideas for social and economic progress. Described as a ‘futurist with his roots in the detail’, Doug is a strategist with a world view.

As UK partner of Business Models Inc. (producers of the bestselling Business Model Generation) Doug is at the forefront of a modern and impactful approach to strategy and innovation, adopted by some of the world's most innovative and aspirational organisations.

With over 20 years' experience in Strategy Development and Organisational Design, Doug has particular success in the Financial Services and Technology Sectors, with Disruptive Technology a key focus. His strengths lie in navigating the complex relationships, structures, regulations, and cultural barriers to change and innovation.