The Iceberg Canvas
Goal
The Iceberg Canvas is a design framework used in human-centered design (HCD) to re-evaluate and critically analyze value propositions. It encourages a deeper understanding of a value proposition by going beyond its surface-level benefits and exploring the hidden aspects and potential consequences that may lie beneath.
Similar to an iceberg, a value proposition often reveals only a portion of its true impact. The visible part represents the intended user experience and benefits, while the larger, submerged portion represents the unseen factors, unintended consequences, and broader societal, environmental, and political implications.
Benefits of using the Iceberg Canvas:
⦾ Promotes critical thinking: Encourages a more holistic and nuanced understanding of the value proposition.
⦾ Uncovers hidden risks: Helps identify potential negative consequences and mitigate them proactively.
⦾ Strengthens decision-making: Provides a framework for making more informed decisions about value propositions.
⦾ Encourages responsible design: Promotes the development of solutions that consider broader societal and environmental impacts.
Time
1-2 hours
Materials
⦾ Large whiteboard or surface
⦾ Markers
⦾ Sticky notes
⦾ Description of the value proposition being evaluated
Instructions
Tips
- Encourage diverse perspectives and participation.
- Use clear and concise language.
- Prioritise the most significant hidden aspects and consequence
Background
The Iceberg Canvas is a design framework used in human-centred design (HCD) to re-evaluate and critically analyze value propositions. It encourages a deeper understanding of a value proposition by going beyond its surface-level benefits and exploring the hidden aspects and potential consequences that may lie beneath.
Background:
Developed by design practitioners Will Wai and Kar Wai, the Iceberg Canvas draws inspiration from the iceberg metaphor.
Attachments
Tool cases
Explore real-world applications of the day in the iceberg canvas tool from the Proportion Global Community below. We also encourage you to upload your tool cases!
Responses