The Product Canvas

Originally appearing in JAX Magazine, agile guru Roman Pichler introduces us to a new
tool primed to help your agile team deliver a modernised product.

The product backlog is a handy tool that lists the outstanding work necessary to develop a
product. But it can be insufficient to create a brand-new product or an update aimed at a new
market. Its linear structure makes it difficult to capture all product aspects including the user
interface design and the user interaction; there is no place to state assumptions about the target
The group, the users and customers of the product and their needs; and trying to prioritise all items
can lead to long-winded discussions that are of limited value.
To help product owners and teams create new products, I have developed a new tool, the Product
Canvas. The canvas has grown out of my work with product owners and product managers over the
last ten years, and it’s designed to be compatible with the Business Model Canvas.

A Sample Canvas

The Product Canvas displays the key pieces of information necessary to create a new product. As its
the name suggests, it intends to paint a holistic picture of the product.







The sample canvas above contains a brief vision statement, the product name, the persons characterising the target users and customers with their needs,

epics that describe the product’s functionality, design sketches that capture the product or

customers with their needs, epics that describe the product’s functionality, design sketches that capture the product or user interface design, user journey

diagrams that illustrate how users are likely to interact with the product, and constraints that express generic operational qualities such as performance.
The canvas is designed so that the information flows from left to right starting with the target users and customers and the needs to be addressed. This puts the

user at the centre of the development effort, and it ensures that you develop a product that is beneficial and desirable.






The journeys, epics, sketches and constraints sketch the future product, and the ready stories ensure that there are implementable items.

If you are more interested on this topic I strong recommend to visit Roman Pichler’s blog

Mario Lucero

Mario Lucero

I am all about helping companies to adopt agile as methodology in Chile. Why? I believe many organizations think that agile is not for Chilean companies because of Chilean culture is totally different from i.e. USA culture but I worked with Chilean professionals who after using agile realized it is feasible to implement it. Agile works in small and large projects and there are many evidences which demonstrate this.


  1. Like it! Do you have any recommended software for trying this approach?

    1. Hi Tom

      I suggest to check the blog of Roman Pichler where you can find
      many simple but powerful templates.

      I have never used any software to do a Product Canvas, yet.

      Feel free to send me a request on Linkedin to be in touch.

      Kind Regards,


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