User personas are good tools, but they have limits. They take a narrow look at what a specific "person" is going to do on a website. Personas don't give us a bigger picture of what drives our users and why they do the actions in the first place.
A value proposition canvas is a different way to look at users. It identifies all the things that are high value to the users. Once we understand this about the users, we can take a look at our products and services to align them with our user needs.
This session will show how our team started using VPCs to identify and understand our users better which is allowing us to build better products and optimize resources.