More Buyer Utility Map Templates and Examples

Buyer Utility Map

Buyer Utility Map

Buyer Utility Map Template

Buyer Utility Map Template

Customer Journey Map Template

Customer Journey Map Template

Customer Journey Mapping Template

Customer Journey Mapping Template

Five Product Levels

Five Product Levels

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Guide and Best Practices

Developed by W. Chan Kim and Renée Mauborgne, the buyer utility map is a tool from the Blue Ocean Strategy. It helps easily visualize the journey of the buyer against different criteria. It consists of two dimensions; the buyer experience cycle and the utility levers. It helps uncover opportunities companies can make use of to deliver better utility to buyers, by helping you identify the areas the industry is prioritizing and disregarding, which you can take advantage of.

How to Use the Buyer Utility Map

  • The buyer utility map is composed of two axes; along the horizontal axis is the buyer experience cycle and along the vertical axis are the utility levers.
  • The buyer experience cycle can be broken down into six distinct stages. Consider how to improve or change each stage of the cycle
    • Purchase: How easy is it to purchase the product, in terms of security, location, and speed?
    • Delivery: How easy is it to get the product delivered or installed?
    • Use: How easy is it to use the product (i.e. training requirements, storage requirements, etc.)?
    • Supplements: What other things (other products or services) are required to use the product?
    • Maintenance: How easy or difficult is it to maintain the product?
    • Disposal: How easy is it to dispose of the product?
  • The utility levers can be used to develop your strategy and messaging and hence offer buyers greater utility. They include,
    • Productivity: refers to anything related to increasing the efficiency in meeting the buyer’s needs (i.e. less time, money, etc)
    • Simplicity: anything that makes it easier for the buyer by eliminating or minimizing hassles or complexities
    • Convenience: this lever focuses on the buyer’s convenience by saving them from frustrations and wasting their time
    • Risk Reduction: includes ways to reduce risks associated with the purchase or the use of the product. These risks include financial, physical, and reputational risks.
    • Fun and image: refers to things like the look, attitude and the feel conveyed by the product
    • Environmental friendliness: refers to how green your product or service is
  • When combined, the buyer experience cycle and the utility levers produce 36 potential utility spaces. By looking at these utility spaces based on your industry, you can try to identify customer pain-points and how to make opportunities out of them.
  • And you can utilize it for locating new products, improving or repositioning existing ones, and for market research.

More templates and visual ideas for improving the buyer experience

Customer Profile Template

Customer Profile Template

Four Ps of Marketing

Four Ps of Marketing

Product Roadmap

Product Roadmap

STP Model

STP Model

Wardley Map Template

Wardley Map Template

OGSM Template

OGSM Template

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