The Product Canvas Tutorial V1.0

Roman Pichler’s!

Product Canvas Tutorial!

Version 1.0!
Image source: http://mattovermatter.com/wp-content/uploads/2010/11/empty-canvas.jpg!

Contents

  Overview
of
the
Product
Canvas

  Crea4ng
the
Product
Canvas

  Upda4ng
the
Product
Canvas

  Product
Canvas
Tools

© 2006-2013 Pichler Consulting Ltd 2

More
Informa4on

•  You
can
ﬁnd
out
more
about
the
Product

Canvas
at

http://www.romanpichler.com!
•  For
ques4ons
or
feedback,
please
contact
me

at:

info@romanpichler.com!
twitter.com/romanpichler!

OVERVIEW
OF

THE
PRODUCT
CANVAS


About
the
Product
Canvas

•  The
Product
Canvas
wants
to
capture
ideas
and

requirements

–  Describes
the
big
picture
and
the
product
details

–  Covers
the
user
interac4on,
the
func4onality,
the
design,

and
opera4onal
quali4es
such
as
performance

•  The
canvas
is
designed
to
work
with
Scrum,
Lean

Startup,
and
Kanban

–  Replaces
a
tradi4onal
product
backlog

•  The
canvas
captures
the
UX,
and
it
supports
a
user-‐
centered
design
approach


About
the
Product
Canvas
Contd.

•  The
canvas
assumes
that
you
(roughly)
know

– Your
target
group
with
the
needs
the
product

should
address

– How
the
product
is
likely
to
beneﬁt
the

organisa4on
inves4ng
in
it

•  The
Product
Canvas
is
compa4ble
with
the

business
model
canvas

– The
Product
Canvas
reﬁnes
the
product’s
target

group
and
makes
the
needs
explicit


The
Product
Canvas
Structure

Personas

Vision
Name

Big
Picture
Product
Details

Your overarching goal. The name of the product.
The users and the
customers, with the
need to be addressed
or the problem to be
solved; described as
personas.
The user’s interaction with the product and
the product features required to address
the needs of the personas.
Epics, scenarios, storyboards, workflows,
and constraint cards are great techniques
to capture the interactions and the features.
The goal of the next
sprint and specific
implementable to reach
the goal.
The items are
prioritised from one to
n. They can be
captured as ready
stories: clear, feasible
and testable user
stories.
7© 2006-2013 Pichler Consulting Ltd
Licensed under the Creative Commons CC BY-SA license.

A
Sample
Product
Canvas

Personas

Goal
Name

Big
Picture
Product
Details

re-launch!
website!
roman!
pichler.com!
Search!
for a course!
View !
course!
description!
Book !
seats!
Mary!
HR !
employee,!
works in!
a large !
company !
Wants to
register
employees
for public
training
courses.!
1. Ready!
Story!
2. Ready!
Story!
3. Ready!
Story!
4. Ready!
Story!
5. Ready!
Story!
Sprint!
Goal!
Pete!
Product !
Owner; !
manages!
digital!
products in!
a large !
company !
Wants to
acquire
knowledge !
to help him
create and
enhance
products.!
Read!
blog post!
Access
tools!
Watch!
video!
Response
time < 1 sec!

Product Owner
and Team
Stakeholders
incl. Users
Product
Increment / MVP
Vision
Create initial!
canvas!
Build!
Obtain!
feedback/data!
Analyse!
the data!
Learn and!
update!
canvas!
Product Canvas
The
Canvas
in
Ac4on

CREATING
THE

PRODUCT
CANVAS


Steps
to
Create
the Canvas

Big
Picture

Capture the!
product
features!
Personas

1 2
Product
Details

3
Describe the
target group!
and the needs!
Create small,
Implementable!
items!

Product
Canvas
Workshop

Product Owner Team
Teamwork!
4-8 hour!
workshop!
Product Canvas
Initial!
canvas!
Vision

Mary!
HR employee,!
works for!
a large !
company !
Wants to
register
employees
for public
training
courses.!
Write
Personas

Picture and!
name!
Need!
Relevant!
charac-
teristics!
The template above is licensed under the Creative Commons CC BY-SA license.

Persona
Tips

•  Your
personas
should
be

–  Relevant

–  Believable

–  Speciﬁc

•  Select
a
primary
persona

–  Use
this
persona
to
decide
what
the
product
should
look

like
and
do

–  Your
primary
persona
may
change
for
the
next
product

version


What
we
Achieved
have
so
far

Personas

Goal
Name

Big
Picture
Product
Details

Update!
website!
roman!
pichler.com!
Mary!
HR !
employee,!
works in!
a large !
company !
Wants to
register
employees
for public
training
courses.!
Pete!
Product !
Owner; !
manages!
digital!
products in!
a large !
company !
Wants to
acquire
knowledge !
to help him
create and
enhance
products.!

Describe
the
Big
Picture

•  Start
with
epics

•  Reﬁne
uncertain

epics
into
scenarios

or
storyboards


Describe
the
Big
Picture
Contd.

•  Create
design
sketches
to
capture
important

design
ideas

– Either
for
individual
epics/scenarios
or
for
themes,

which
are
groups
of
related
epics


Describe
the
Big
Picture
Contd.

•  Iden4fy
important
opera4onal
proper4es
that
relate

to
more
than
one
epic
or
scenario;
capture
them
on

constraint
cards;
add
acceptance
criteria

•  Examples
are
performance,
robustness,

interoperability,
security

The response time is less
than a second for any user
request.!
Performance Constraint!
•  10 000 concurrent read and
write transactions take place!
•  Each transaction has a data
size of 500 KB!
•  The system configuration is
small enterprise !
Acceptance Criteria!

The
Canvas
has
Evolved

Personas

Goal
Name

Big
Picture
Product
Details

Update!
website!
roman!
pichler.com!
Search!
for a course!
View !
course!
description!
Book !
seats!
Mary!
HR !
employee,!
works in!
a large !
company !
Wants to
register
employees
for public
training
courses.!
Pete!
Product !
Owner; !
manages!
digital!
products in!
a large !
company !
Wants to
acquire
knowledge !
to help him
create and
enhance
products.!
Read!
blog post!
Access
tools!
Watch!
video!
Response
time < 1 sec!

Describe
the
Product
Details

•  Iden4fy
a
sprint
goal

•  Determine
what’s
required
to
reach
the
goal

– This
may
involve
wri4ng
ready
stories:
Select
the

appropriate
epics,
scenarios
or
storyboards
and

break
out
small,
speciﬁc
stories

•  Add
acceptance
criteria
to
each
story

Project!
duration!
Sprint goal:!
Learning!
Sprint goal:!
Feature-
completion!

Describe
the
Product
Details
Contd.

•  For
each
new
small
story,

consider
crea4ng
a

detailed
design
sketch

•  Capture
story-‐speciﬁc

quali4es
such
as

performance
on
a

constraint
card

•  Aach
the
sketch
and
the

constraint
to
the
story
as

shown
on
the
right

As Mary, I want to
see the up-coming
events to select a
training course.!
The events must
load in less than
one second.!
Sample Ready Story with
Constraint Card and Design Sketch

Ready
for
the
First
Itera4on

Personas

Goal
Name

Big
Picture
Product
Details

Update!
website!
roman!
pichler.com!
Search!
for a course!
View !
course!
description!
Book !
seats!
Mary!
HR !
employee,!
works in!
a large !
company !
Wants to
register
employees
for public
training
courses.!
1. Ready!
Story!
2. Ready!
Story!
3. Ready!
Story!
4. Ready!
Story!
5. Ready!
Story!
Sprint!
Goal!
Pete!
Product !
Owner; !
manages!
digital!
products in!
a large !
company !
Wants to
acquire
knowledge !
to help him
create and
enhance
products.!
Read!
blog post!
Access
tools!
Watch!
video!
Response
time < 1 sec!

UPDATING
THE

PRODUCT
CANVAS


Product
Product!
Increment!
or MVP
Insights!
from user!
feedback!
Ready !
stories!
Changes!!

Feedback

•  Feedback
can
be
obtained
from
users,
customers,

and
internal
stakeholders
depending
on
the
sprint

goal

–  To
ﬁnd
the
right
aendees,
ask
yourself:
Who
is
required

to
validate
the
ideas
and
assump4ons,
and
to
move
the

product
in
the
right
direc4on?

•  Eﬀec4ve
research
include

–  A
product
presenta4on

–  A
user
test

–  Releasing
so_ware

Sprint!
Review!

Product
Canvas
Workshop

Product Owner Team
Teamwork!
2-4 hour!
workshop!
Product Canvas
Feedback
Updated!!
New!
insights!

Workshop
Steps

1.  Analyse
the
stakeholder
feedback

Assess
the
quality
and
relevance
of
the
feedback;
determine
what

conclusions
you
should
draw

2.  Integrate
your
insights
into
the
canvas

Remove,
adjust
and
add
items

3.  Select
a
new
sprint
goal

4.  Capture
the
work
required
to
reach
the
goal

This
o_en
involves
breaking
stories
out
of
the
appropriate
epics

Order
the
items
depending
on
their
contribu4on
towards
the
goal

You
may
ask
the
team
to
es4mate
new
or
updated
canvas
items

5.  Get
the
high-‐priority
stories
“ready”


Canvas
Update
Op4ons

•  You
have
two
main
op4ons
to
update
your

product
canvas

– Op4on
1:
Before
more
development
work
is

carried
out,
i.e.,
before
the
next
sprint

– Op4on
2:
While
more
development
work
is
being

carried
out,
i.e.,
during
the
next
sprint

•  The
following
slides
explain
the
two
op4ons


Canvas
Update
Op4on
1

Sprint!
Review!
Sprint!
Planning!
Canvas!
Workshop!
End of sprint n Start of sprint n+1
Feedback!
Immediate!
update!

Here
is
another
Look
at
Op4on
1

Stakeholders
incl. Users
Product Owner
and Team
Sprint n Sprint n+1
Update!
canvas!

Canvas
Update
Op4on
2

Sprint!
Review!
Sprint!
Planning!
Canvas!
Workshop!
Feedback/!
data!
End of sprint n Sprint n+1
Delayed!
update!

Here
is
another
Look
at
Op4on
2

Stakeholders
incl. Users
Product Owner
and Team
Sprint n Sprint n+1
Update!
canvas!

PRODUCT
CANVAS
TOOLS


Paper-‐based
vs.
Digital

•  You
have
two
main
tool
op4ons

– Using
a
paper-‐based
canvas
that’s
visualised
on

the
oﬃce
wall

– Employing
a
so_ware
tool

•  I
recommend
star4ng
with
a
paper-‐based

canvas,
and
I
general
prefer
working
with
a

physical
canvas

➭ Use
a
paper-‐based
canvas
ﬁrst
before
selec4ng
a

so_ware
tool

A
Paper-‐based
Canvas

•  A
physical
Product
Canvas
provides
three
main

beneﬁts:

–  The
relevant
informa4on
is
visible
and
easily
accessible

–  Paper
cards
and
paper
sheets
facilitate
eﬀec4ve

collabora4on

–  Limited
wall
space
creates
focus
and
prevents
capturing

everything
that
might
be
relevant

•  You
may
want
to
take
pictures
of
your
canvas
to

record
how
it
changes
over
4me

Digital
Canvas

•  A
digital
canvas
is
applicable
when

–  The
team
is
distributed,
team
members
travel
or
work

from
home

–  Tracing
the
changes
on
the
canvas
is
required

•  There
are
various
so_ware
tools
to
choose
from

–  Wiki
and
JIRA/GreenHopper:
Capture
the
personas
and

the
big
picture
on
a
wiki,
and
the
product
details
in
JIRA

–  A
spreadsheet
with
two
to
three
worksheets

–  A
web-‐based
tool
such
as
Johan
Steenkamp’s
Business

Model
Fiddle:
hps://bmﬁddle.com/f/#/

Thank
you
for
your
interest!

Have fun working with the Product Canvas,
and let me know how you are getting on:!
info@romanpichler.com!
twitter.com/romanpichler!

CONSULTING
ANDTRAINING
INAGILE
PRODUCT
MANAGEMENT
ANDSCRUM
Get in touch:
+44 (0) 7974 203772
info@romanpichler.com
www.romanpichler.com
www.allthingsproductowner.com

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