The connection between the LSD canvases

Today I want to show you how you can transfer your results from one canvas to the next and how you can go back and check your results.

In the post about Scaled Thinking I showed how Lean Service Design leads structured through the levels of detail. The canvases represent a service design process, and aim to enable you to transfer work results from one canvas to the next and work them out in detail. This structure is one of the decisive strengths of Lean Service Design. We’ll look at how it works now.


Let’s start with the Persona Canvas. You will have to deal with your users and stakeholders at the beginning of your project. In order to develop meaningful services and products, you have to think about their values, needs and pains. On the Persona Canvas you have a field for each of these dimensions, which is marked with a corresponding icon. The „plus“ for motivators or needs and goals, the „minus“ for pains and fears and the heart icon for values. This visual marking extends across all canvases.

Once you’ve done the Persona Canvases you can transfer the most important personas (customer and business) to the Purpose Canvas and refine or extend them in detail. All you have to do is stick to the visual coding. Now you can define your product vision (Purpose).


In the next step you can transfer the needs, goals and pains along the Experience Flow and further refine them. What you’ve considered general goals and issues will now be placed on the timeline of the Customer Journey and given the necessary context. The values from the Persona Canvas determine the Moment of Truth, i.e. the decisive emotional and cognitive moment from the customer’s perspective. Again, stick to the icons for orientation. As the result of the experience flow, you and your team identify opportunities – i.e. fields of action – throughout the entire journey. These opportunities should be aligned with the vision on the Purpose Canvas.

The opportunities on the Experience Flow Canvas are the framework for new service and product ideas. Every idea that you generate with the team is checked and evaluated against the needs, goals and pains on the Purpose Canvas or the individual Persona Canvases. Now you are able to prioritize your ideas and pursue the most promising ones.


Each idea is based on a set of assumptions that you should note on each idea canvas. Now you can transfer these assumptions to the Experiment Board and work out how to test and verify each assumption.

The icons in the particular fields of the canvases are the reference system that shows you which content belongs together and can be checked against each other. As you can see, Lean Service Design is intuitive, structured and reduced to the essentials in order to enable teams to work faster.

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I am a curious individual who is passionate about human psychology and the digital world. Therefore I’m seeking to create great experiences for customers by understanding their motivations and helping organizations to grow business.

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Elam Written by Elam