This document provides guidance on developing a product concept canvas by outlining key elements to define including: The product experience in terms of emotions and feelings customers will have using the product. Functions are what the product does for users and are powered by specific features. Components build up the features. The purpose of the concept, who the key customer segment is, and testing functions and features with customers/users to reject, redesign, or retain elements based on feedback.

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ProductDevelopmentCanvas Team/Date/Version: / /
Definewhatyourcustomershouldfeellikewhenheusesyourproduct/service?Whatemotions,feelingswoulddefinehisexperience?Feelingofcomfort,
convenience,orfeelingofbuyingmorewithless(costconscious)orfeelingofgreatersecurity,safetyetc.
ProductExperience
Functionsareaproductsanswertouserproblems/need.Theydosomethingthatuserwants.Theyareoftenverbsinnature.Everyfunctionispoweredbymany
features.Multitaskingisafunction.Browsertabsisafeaturethatpowersthemultitaskingfeature.Afunctioncanhaveoneormorefeaturespoweringit.Functionsare
verygenericinnature,featuresareoftenmorespecific.Functionscanbesimilartoproductexperience.Safety(productfunction)providesafeelingof
safety(productexperience)
ProductFunctions
Productfeaturesarespecific.Oneormorefeatureswillpowerafunction.AntilockBrakes,Airbagsarefeturesthatpowerthesafetyfunction.Browsertabs,Apple’s
homebuttontomultitaskbetweenappsarefeaturespoweringthemutitaskingfunction.Eachfeaturewillhavemanycomponents/subcomponentspoweringit.
Sometimesaverypopularcomponentbecomesafeatureinitself.Likecarsteroisamajorcomponentsandafeatureatthesametimepoweringtheincarentertainment
functionpoweringentertainmentasaproductexperience.
ProductFeatures
Componentsbuildupthefeatures.Foraairbagitwillcomprisealistofcomponentlikebags,triggersetc.thatgointomakingit.Foratabbedbrowseritwillcomprise
ofvariouschunksofcodethatwillmakethetabswork.Incaseswherethefeatureisamajorcomponent,youcouldlistheretheauxilliarycomponentsthatarerequired
tomakethemajorcomponentwork.Youcanalsolistnewadjustmentsandinnovationsyou’replanninghereatthecomponentlevel.
Components
Whatisthepurposeofthisconceptyou’redeveloping?
Doesitsolveaproblem,oritenhancesacertainexperience?
Isitservinganeedoritistryingtocreateanewneedortap
anuntappedneed?
Purpose
Whoisthekeycustomersegmentwhowillusethisproduct
/sevriceortheendproductoftheconceptyou’repusuing?
Writehereaboutthem,describethem alittle.
People
Postcustomervalidation,reject,thosefunctionsorfeaturesthatthe
customersdidntfinduseful.Redesignthosethatwerepartiallyuseful
andretainthosemetthebar.Iteratewiththisuntilall
functions/featuresareaccepted.
Reject,Redesign,Retain
Onceyou’refinishedwiithyourfeatureset,testwiththecustomer/userif
thefeatures,functionsareuseful.Speaktothecustomer/user.
CustomerRevalidation