The Product Canvas Tutorial V1.0

1. Roman Pichler’s! Product Canvas Tutorial! Version 1.0! Image source: http://mattovermatter.com/wp-content/uploads/2010/11/empty-canvas.jpg!

3. More Informa4on © 2006-2013 Pichler Consulting Ltd 3 •  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!

5. 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 © 2006-2013 Pichler Consulting Ltd 5

6. 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 © 2006-2013 Pichler Consulting Ltd 6

7. 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.

8. A Sample Product Canvas 8© 2006-2013 Pichler Consulting Ltd 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!

9. 9© 2006-2013 Pichler Consulting Ltd 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

11. 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! 11© 2006-2013 Pichler Consulting Ltd

13. Mary! HR employee,! works for! a large ! company ! Wants to register employees for public training courses.! Write Personas 13© 2006-2013 Pichler Consulting Ltd Picture and! name! Need! Relevant! charac- teristics! The template above is licensed under the Creative Commons CC BY-SA license.

14. 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 14© 2006-2013 Pichler Consulting Ltd

15. What we Achieved have so far 15© 2006-2013 Pichler Consulting Ltd 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.!

17. 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 © 2006-2013 Pichler Consulting Ltd 17

18. 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 © 2006-2013 Pichler Consulting Ltd 18 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!

19. The Canvas has Evolved 19© 2006-2013 Pichler Consulting Ltd 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!

20. 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 © 2006-2013 Pichler Consulting Ltd 20 Project! duration! Sprint goal:! Learning! Sprint goal:! Feature- completion!

21. 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 © 2006-2013 Pichler Consulting Ltd 21 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

22. Ready for the First Itera4on 22© 2006-2013 Pichler Consulting Ltd 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!

25. 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 © 2006-2013 Pichler Consulting Ltd 25 Sprint! Review!

27. 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” © 2006-2013 Pichler Consulting Ltd 27

28. 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 © 2006-2013 Pichler Consulting Ltd 28

34. Paper-‐based vs. Digital © 2006-2013 Pichler Consulting Ltd 34 •  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

35. A Paper-‐based Canvas © 2006-2013 Pichler Consulting Ltd 35 •  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

36. Digital Canvas © 2006-2013 Pichler Consulting Ltd 36 •  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/#/

37. Thank you for your interest! © 2006-2013 Pichler Consulting Ltd 37 Have fun working with the Product Canvas, and let me know how you are getting on:! info@romanpichler.com! twitter.com/romanpichler!

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