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Build a Product Canvas

Bridge the gap between your product roadmap and backlog for stakeholders and delivery teams.

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  • Emily Archer, Lead Business Analyst, Enterprise Consulting, authentic digital agency
  • Cari J. Faanes-Blakey, CBAP, PMI-PBA, Enterprise Business Systems Analyst, Vertex, Inc.
  • Saeed Khan, Founder, Transformation Labs –
  • Hoi Kun Lo, Product Owner, Nielsen
  • Vincent Mirabelli, Principal, Global Project Synergy Group
  • Brenda Peshak, Product Owner, Widget Industries, LLC
  • 10 anonymous external contributors
  • 7 anonymous company contributors

Your Challenge

  • Many teams have difficulty aligning product changes to enterprise and product goals.
  • Organizations lack a consistent, high-level view of products.
  • A release is greater than the sum of changes and needs to be aligned to outcomes.

Our Advice

Critical Insight

  • Products are more than the sum of their parts. Backlogs and roadmaps do not enable a common product understanding.
  • A canvas is a fast, visual dashboard. A canvas creates an executive and team dashboard that communicates the most important information.
  • Teams need to share a common understanding of each product. The canvas aligns teams to outcomes, improving decisions at all levels.

Impact and Result

  • Develop a consistent canvas template to use across products, services, and releases to quickly and effectively communicate the most important information.
  • Use the canvas to align teams from enterprise strategy to delivery, implementation, and operations.
  • Bridge the gap between product roadmaps and backlog management by using each canvas to align teams on the desired outcome, goals, and key criteria.
  • Use a product canvas to communicate and position products and services within the organization’s product portfolio.
  • Use the release canvas to communicate product/service changes to facilitate operational changes.

Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should leverage a product or release canvas, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

1. Create product and release canvases

Learn how a canvas can be used as an effective dashboard for executives, stakeholders, and product delivery teams. Customize the provided templates to match your organizational needs.

Guided Implementations

This guided implementation is a two call advisory process.

Call #1 - Define canvas fields and information. Customize the canvas to fit your culture. Discuss other canvas templates.
Call #2 - Review supplemental inputs.

Onsite Workshop

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Book Your Workshop

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Customize Product and Release Canvases

The Purpose

Create product and release canvases customized to meet the needs of your organization and stakeholders.

Key Benefits Achieved

  • Customized product and release canvases
  • Understanding of business value sources
  • Stakeholder management strategy




Define canvas fields and information.

  • Customized product and/or release canvases

Customize the canvas to fit your culture.

  • Customized product and/or release canvases

Identify your business value sources.

  • Business value matrix

Reveal risks and opportunities with a SWOT analysis.

  • SWOT analysis matrix

Visualize relationships among stakeholders to identify influencers.

  • Stakeholder mapping and engagement strategy

Categorize and prioritize stakeholders.

  • Stakeholder mapping and engagement strategy
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