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The Product Canvas
a 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
                   objectives
Who are they?
Main user types
(personas)
(one post-it per
user)


                                                           This app should
                                               IMPORTANT
                                                           be:
                                               DATES:
                          The most                         • <awesome>
                          important                        • <cool>
                          indirect gains for               • <easy to use>
                          the business?




                   technology
strategy
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 to
When 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 it
strategy 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
                          objectives
Who are they?
(Main Personas,

Tip: Try to write on the post-its in a
their
Perspectives
and
Expectations)

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.
                          technology
strategy




           Bear in mind that the section
            already gives you context!
people

Who are they?
Main user types
(personas)

(one post-it per
user)




                   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?
objectives




In a few words, what does this app
intend to be or to do?

Examples:

“making running social”

“allow parents to follow and share
the experience of raising a child”
objectives




Direct benefits of this app to the
business.

Generate revenues?

Learn about customers?

Sell products?

Promote the brand?
objectives




Is the app replacing a service that
cost more to the business?

Is it going to be a cheaper way to
advertise the brand?

Is it replacing manual work?
objectives




                                       The most
                                       important
                                       indirect gains for
                                       the business?




The intangible gains, like
“create a better relationship
with customers”, “association
of the brand to sustainable
production”, etc.
objectives




All the most important until the
roll-out of the product.                     IMPORTANT
                                             DATES:


Is there any marketing campaign
associated with it?

Important   milestones   for   the
business?

A good practice is also to put all
those dates in all team member’s
calendars.
objectives




                                  This app should
                                  be:
                                  • <awesome>
                                  • <cool>
                                  • <easy to
                                     use>




Ask the client to think about 3
attributes of the app that they
would love to hear from the
users 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 the
strategy
           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. The
strategy   iPhone was hugely popular even without those features.
Depending on the balance
between budget, user experience
goals, reach of the solution and
agility to bring the app to the
market, different technological
solutions cam be picked. Use the
diagram to clearly mark what was
chosen.

In the example, we have a native      technology
app for iOS and Android devices. If
there’s     custom     work     to
differentiate the app for tablets
and phones, make an annotation
mentioning that.
In a few words, list the main
drivers that made you decide
upon a platform in detriment of
other options.

If it’s too hard to explain, then
maybe you haven’t picked the
right option
                                    technology
Sometimes the current set of
features and value proposition
point to a certain technological
solution. However, when you think
about future potential paths of the
app, it might need to include some
features that are not available in
the chosen platform.

One example could be a video app
that in the future may need to         technology
include higher interactions with low
level APIs of the phones to optimize
video streaming. If this app started
as a hybrid solution, this future
vision of the app can potentially be
very challenging.
What are the pros of the
chosen platform as opposed
to the other options?
                             technology
What are the cons of the chosen
                                  technology
platform as opposed to the
other 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
                   objectives
Who are they?
Main user types
(personas)

(one post-it per
user)

                                                           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
                   technology
strategy

       communication tool!
Thanks!
if you are interested in seeing real cases
of the product canvas, drop me a line
cyrillo@ciandt.com



                 @cyrillo

                 @uxmindset



                            www.ciandt.com
                                             {

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The Product Canvas

  • 1. The Product Canvas a kanban for mobile product development Inspired by Forrester’s POST method www.ciandt.com {
  • 2. This is the way teams are usually organized QA / Deploy Development Design Product Creation / Management
  • 3. Sometimes – at some extent – you need to do this!
  • 4. 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!
  • 5. You’d better do it right or you are out!
  • 6. How to bring product mindset to developers using Agile? How to bring product mindset to Agile developers? kanban meets POST = the product canvas
  • 7. people objectives Who are they? Main user types (personas) (one post-it per user) This app should IMPORTANT be: DATES: The most • <awesome> important • <cool> indirect gains for • <easy to use> the business? technology strategy
  • 8. 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 to When 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 it strategy 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!
  • 9. people objectives Who are they? (Main Personas, Tip: Try to write on the post-its in a their Perspectives and Expectations) 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. technology strategy Bear in mind that the section already gives you context!
  • 10. people Who are they? Main user types (personas) (one post-it per user) 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
  • 11. 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?
  • 12. 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”
  • 13. 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?
  • 14. 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?
  • 15. 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?
  • 16. objectives In a few words, what does this app intend to be or to do? Examples: “making running social” “allow parents to follow and share the experience of raising a child”
  • 17. objectives Direct benefits of this app to the business. Generate revenues? Learn about customers? Sell products? Promote the brand?
  • 18. objectives Is the app replacing a service that cost more to the business? Is it going to be a cheaper way to advertise the brand? Is it replacing manual work?
  • 19. objectives The most important indirect gains for the business? The intangible gains, like “create a better relationship with customers”, “association of the brand to sustainable production”, etc.
  • 20. objectives All the most important until the roll-out of the product. IMPORTANT DATES: Is there any marketing campaign associated with it? Important milestones for the business? A good practice is also to put all those dates in all team member’s calendars.
  • 21. objectives This app should be: • <awesome> • <cool> • <easy to use> Ask the client to think about 3 attributes of the app that they would love to hear from the users most of the time. It can be something like “reliable, sleek, easy to use”.
  • 22. 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.
  • 23. 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
  • 24. Does the client think about charging for the app? Did they settle on a price already? Is the strategy 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?
  • 25. What are the main features we believe will make people come back to the app very often? strategy
  • 26. 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. The strategy iPhone was hugely popular even without those features.
  • 27. Depending on the balance between budget, user experience goals, reach of the solution and agility to bring the app to the market, different technological solutions cam be picked. Use the diagram to clearly mark what was chosen. In the example, we have a native technology app for iOS and Android devices. If there’s custom work to differentiate the app for tablets and phones, make an annotation mentioning that.
  • 28. In a few words, list the main drivers that made you decide upon a platform in detriment of other options. If it’s too hard to explain, then maybe you haven’t picked the right option technology
  • 29. Sometimes the current set of features and value proposition point to a certain technological solution. However, when you think about future potential paths of the app, it might need to include some features that are not available in the chosen platform. One example could be a video app that in the future may need to technology include higher interactions with low level APIs of the phones to optimize video streaming. If this app started as a hybrid solution, this future vision of the app can potentially be very challenging.
  • 30. What are the pros of the chosen platform as opposed to the other options? technology
  • 31. What are the cons of the chosen technology platform as opposed to the other options?
  • 32. 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!
  • 33. people objectives Who are they? Main user types (personas) (one post-it per user) 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 technology strategy communication tool!
  • 34. Thanks! if you are interested in seeing real cases of the product canvas, drop me a line cyrillo@ciandt.com @cyrillo @uxmindset www.ciandt.com {