What are some common pitfalls or challenges to avoid when using the Information Product Canvas?
The most common anti-patterns, and how to avoid them include
What are some common pitfalls or challenges to avoid when using the Information Product Canvas?
The Information Product Canvas is designed as a quick way to gain clarity and alignment on data requirements early in the Information Value Stream. Like any pattern template, when used well, it provides value to both stakeholders and data teams. However, several anti-patterns can quietly undermine its effectiveness. The most common anti-patterns, and how to avoid them include:
Treating it like a form to be completed, not a conversation to be had
Simply filling in the canvas areas without active collaboration and discussion with the stakeholders leads to misunderstanding and misaligned expectations. The benefit of the canvas pattern template lies in the conversations and collaboration it fosters. Often, the discussions during the workshop are more valuable than the completed document itself.
Allowing vague or “fluffy” answers
Stakeholders sometimes default to generic “fluffy” language, rather than specific and targeted requirements. Avoid accepting vague or fluffy Business Questions or Outcomes like “gain insight into customer behaviour”. Instead, collaborate until you discover the specific Actions that will be taken and the measurable Outcomes that will be supported when the Information Product is delivered.
Massive scope
Without clearly defining what’s out of scope in the Will/Won’t area, the canvas can become a catch-all for every stakeholder wish, leading to spiraling expectations and unmanageable delivery timeframes. Always define what the Information Product ‘Won’t’ deliver to set clear boundaries and focus on delivering valuable outcomes now, rather than everything imaginable later.
The “Proxy Stakeholder” Trap
Relying on a proxy, someone speaking on behalf of the key stakeholder, can lead to misaligned Information Product requirements. Proxies often filter or unintentionally distort the real needs and priorities. If the actual stakeholder isn’t involved, you risk building something that doesn’t solve the right problem. Always involve the actual stakeholders, the people who will use the information and act on it.
Focusing on the data instead of the Outcomes
Jumping straight to “we need this data” leads to data outputs without understanding the impact or value that data will help deliver. Keep the focus on the Actions and Outcomes. Ask, “What decision will this enable?” and “What action will be taken once this information is known?” Let the data support the delivery of value, not the other way around.
Ignoring Real-Time Feedback
If you’re capturing decisions and feedback after the Pattern Storming Workshop, or not at all, you’re missing out on a lot of the canvas’s value. Capture decisions and feedback in real-time during the workshop. Seeing feedback reflected in real-time builds confidence it will not be forgotten and increases stakeholder and data team alignment.
Treating it as a one-and-done exercise
Some data teams fill the canvas out once, file it away, and never revisit it. If the canvas isn’t updated as delivery progresses or feedback comes in, it quickly becomes outdated and irrelevant. Treat the canvas as a living document that evolves alongside the delivery and enhancement of the Information Product.
Trying to capture too much detail too early
The canvas is a pattern template designed for speed and iteration, it is not a detailed requirements document. Trying to capture every scenario and edge case early on makes it slow and bloated. Keep it lean. Focus on the essentials needed to prioritise the next most valuable Information Product or to deliver the first increment, and iterate from there, as and when required.
The “One Canvas to Rule Them All”
Trying to cram too much into a single canvas leads to an unfocused and confusing Information Product that is hard to deliver quickly. If you find the canvas growing larger than one to five clear Business Questions or Personas, it’s a sign you may need to split it. Smaller, focused Information Products deliver value faster, are easier to iterate, and reduce confusion.