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The Product Canvas

The Product Canvas



A simple visual tool (kanban-like) to bring product vision to Agile Development Teams

A simple visual tool (kanban-like) to bring product vision to Agile Development Teams



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    The Product Canvas The Product Canvas Presentation Transcript

    • The Product Canvasa kanban for mobile product development Inspired by Forrester’s POST method www.ciandt.com {
    • This is the way teams are usually organized QA / Deploy Development Design Product Creation / Management
    • Sometimes – at some extent – you need to do this!
    • Why do we need a development mindset shift for mobile? the web apps ecossystems the websites the apps belong to the belong to the users who will decide web and users to use them, keep go there at their them or to delete convenience. them. Once deleted… UX is important UX is fundamental!
    • You’d better do it right or you are out!
    • How to bring product mindset to developers using Agile?How to bring product mindset to Agile developers?kanban meets POST = the product canvas
    • people objectivesWho are they?Main user types(personas)(one post-it peruser) This app should IMPORTANT be: DATES: The most • <awesome> important • <cool> indirect gains for • <easy to use> the business? technologystrategy
    • people These are the post-its that talk about the objectives Who are they? people who will be using the app. (Main Personas, their These are the post-its that talk about the Perspectives business objectives our client wants toWhen you write the answers, you should put and Expectations) achieve with their app. yourself on the shoes of the users. This app should IMPORTANT be: (top 3) They must take into account the users needs DATES: • <awesome> Think about the most common contexts, The most • <cool> important needs, feelings and expectations indirect gains for • <easy to the business? use> technology strategy These are the post-its that talk about the technology we chose and considerations These are the post-its that talk about the about itstrategy we will put together to make this app reach the audience and potentially achieve We cannot make decisions on technology business objectives before answering the questions on the previous 3 quadrants!
    • people objectivesWho are they?(Main Personas,Tip: Try to write on the post-its in atheirPerspectivesandExpectations)way that, when you read them, youThe most IMPORTANT DATES: This app should be: (top 3) • <awesome> • <cool> understand what’s there without important indirect gains for the business? • <easy to use> the need to add the question. technologystrategy Bear in mind that the section already gives you context!
    • peopleWho are they?Main user types(personas)(one post-it peruser) Age, gender, personality, whatever makes us understand who the target audience is. Building a mobile app for a teenager is completely different than building an app for a mom. You can use separate post-its for different people who will be using the app
    • people Why you as a user would use this app? Does it simplify something, is it easier to use the mobile app than the web? Is it useful? Is it fun?
    • people Context gives us the opportunity to explore feelings and so, to leverage user experience. Imagine that the app is to log a baby’s development, a context could be “when parents are strolling with their baby”
    • people Why should I, as a user, keep the app in my phone and come back to it from time to time? What draws me back to open that app over and over?
    • people Who will tell me about the app? Am I going to find it in sites I usually go? On ads? By searching the app store?
    • people The app should open a communication channel with its users What could we do to make this happen inside and outside the app? Are there any existent channels that could be leveraged?
    • objectivesIn a few words, what does this appintend to be or to do?Examples:“making running social”“allow parents to follow and sharethe experience of raising a child”
    • objectivesDirect benefits of this app to thebusiness.Generate revenues?Learn about customers?Sell products?Promote the brand?
    • objectivesIs the app replacing a service thatcost more to the business?Is it going to be a cheaper way toadvertise the brand?Is it replacing manual work?
    • objectives The most important indirect gains for the business?The intangible gains, like“create a better relationshipwith customers”, “associationof the brand to sustainableproduction”, etc.
    • objectivesAll the most important until theroll-out of the product. IMPORTANT DATES:Is there any marketing campaignassociated with it?Important milestones for thebusiness?A good practice is also to put allthose dates in all team member’scalendars.
    • objectives This app should be: • <awesome> • <cool> • <easy to use>Ask the client to think about 3attributes of the app that theywould love to hear from theusers most of the time.It can be something like“reliable, sleek, easy to use”.
    • Every app biggest challenge is how to make itself visible inside an ocean – literally – of apps on the app stores. How can we make it possible to users to find the app (and the app to find its users?)strategy Some directions are: ad networks, publishers, blogs, webpages, Facebook fan pages, direct marketing, PR pushes, etc.
    • We need to code the app so that important metrics are collected. What would be the most important ones? E.g. “number of people who completes the app’s main flow”, “number of users that open the app more than once a day”, etc. Metric collection is a crucial part of evolving the app in the right direction.strategy The objective of the product canvas is not to mention all of them but to give emphasis to the most important ones
    • Does the client think about charging for the app? Did they settle on a price already? Is thestrategy app starting as paid and then becoming free at some point? Will it be free with ads? Free without ads? Are in-app purchases going to be available now or in the future?
    • What are the main features we believe will make people come back to the app very often?strategy
    • Make no mistake: it’s better to build a small app that will evolve with real users’ feedback than trying to build a full- fledged one before users see it. Your minimum viable product is the app that validates your basic business assumptions or people’s interest in your app. Think about the iPhone when it first launched: it didn’t have apps. Copy & Paste came along the way as well as the ability to keep your data if you received a call while running an app. Thestrategy iPhone was hugely popular even without those features.
    • Depending on the balancebetween budget, user experiencegoals, reach of the solution andagility to bring the app to themarket, different technologicalsolutions cam be picked. Use thediagram to clearly mark what waschosen.In the example, we have a native technologyapp for iOS and Android devices. Ifthere’s custom work todifferentiate the app for tabletsand phones, make an annotationmentioning that.
    • In a few words, list the maindrivers that made you decideupon a platform in detriment ofother options.If it’s too hard to explain, thenmaybe you haven’t picked theright option technology
    • Sometimes the current set offeatures and value propositionpoint to a certain technologicalsolution. However, when you thinkabout future potential paths of theapp, it might need to include somefeatures that are not available inthe chosen platform.One example could be a video appthat in the future may need to technologyinclude higher interactions with lowlevel APIs of the phones to optimizevideo streaming. If this app startedas a hybrid solution, this futurevision of the app can potentially bevery challenging.
    • What are the pros of thechosen platform as opposedto the other options? technology
    • What are the cons of the chosen technologyplatform as opposed to theother options?
    • Checklist to use The Product Canvas• Interview the client without showing the canvas, get as much information as possible for each set of questions• Summarize the answers into the post-its• Validate the canvas with client• Present it to the entire team• Print it and use it as a kanban, keep it visible to everyone in the team throughout the project• Update it whenever necessary• Iterate!
    • people objectivesWho are they?Main user types(personas)(one post-it peruser) This app should IMPORTANT Be creative: use extra elements, be: DATES: The most • <awesome> important • <cool> indirect gains for • <easy to use>backgrounds, arrows, connections, the business?icons, whatever makes this a great technologystrategy communication tool!
    • Thanks!if you are interested in seeing real casesof the product canvas, drop me a linecyrillo@ciandt.com @cyrillo @uxmindset www.ciandt.com {