The Product Canvas


want to employ two separate canvases, you can add the relevant business model canvas sections to your product canvas. However, you need to ensure that the resulting canvas is still easy to understand and update.

Physical Versus Electronic
I prefer to work with a physical product canvas  that is placed on the office wall, as this has three main benefits: First, it ensures that the relevant information is visible to the product owner and the team. Second, working with simple, yet effective tools such as paper cards and paper sheets facilitates collaboration. Third, having to work with limited wall space creates focus  rather than trying to capture everything that might be relevant. You can, of course, take a picture of the product canvas  and post it on your wiki, or replicate the canvas in an electronic tool, like a spreadsheet, if you have to work in a distributed set-up.

The product canvas brings together the key pieces of information necessary to create a new product: the users and customers with their needs; the product’s functionality and design; and the user interaction. It's intended to be a collaborative tool that helps you capture your ideas and assumptions, test them, and integrate the insights you gain.

User Comments

1 comment
Keith Collyer's picture

Very good article. Unfortunately, Figure 5 is missing

July 17, 2014 - 1:13pm

About the author

Roman Pichler's picture Roman Pichler

A leading Scrum and agile product management expert, Roman Pichler has a long track record of teaching and coaching product owners. For nearly a decade, he has helped companies transition to agile. Roman is the author of Agile Product
Management with Scrum
and a frequent speaker at international conferences. Find out more at Pichler Consulting and Training.

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