What are the 12 areas of the Information Product Canvas, and what type of information should I capture in each?
Each area of the canvas captures a specific aspect of the Information Product requirements, ensuring that stakeholders and data teams are on the same page before work begins
What are the 12 areas of the Information Product Canvas, and what type of information should I capture in each?
Each area of the canvas captures a specific aspect of the Information Product requirements, ensuring that stakeholders and data teams are on the same page before work begins.
Information Product Name
A clear, concise name that describes the Information Product. “Customer Churn” or “Subscription Revenue”. The name should be unique enough to avoid confusion but not be overly complex.
Vision Statement
An elevator pitch for the Information Product. It defines who the product is for, what it delivers, and why it matters. “For the Chief Revenue Officer who needs to reduce churn, the Customer Churn Dashboard provides real-time insights into at-risk customers, unlike the current manual reports that are always out of date.”
Action and Outcomes
The specific actions the stakeholder will take based on the insights, and the outcomes those actions will drive. “Send discount offers to customers flagged as high-risk for churn”, “Increase customer retention and reduce churn by 10%”.
Business Questions
The key questions the Information Product must answer. These are the fundamental reasons the product exists. “Which customers are most likely to churn in the next 30 days?”, “What product features correlate with higher retention?”.
Personas
Who will use the Information Product, and what are their needs? Personas help tailor the design to specific users, whether they’re an executive who needs a high-level dashboard or an analyst who requires granular data. “Chief Revenue Officer”, “RevOps Team”.
Delivery Type
How will the information be presented and accessed by the user or system? “Dashboard”, “Report”, “API”, “Data Extract”.
Data Sync
Answers a simple but critical question, when does the data in the Information Product need to be refreshed? The frequency of updates impacts everything, from the technical effort required to build the Information Product to the usability and relevance of the insights it provides. “Monday, 7am.”
Core Business Events
The key data-generating events that create the data the Information Product relies upon. These are the moments that data is created and stored during the business process. “Customer Orders Product”, “Customer Pays for Order”, “Store Ships Order to Customer”.
Feature Stories
The must-have capabilities of the Information Product. These should focus on the user experience rather than the technical implementation. “Filter by product type”, “Export data to CSV”.
Will / Won’t
What has been agreed as in scope and what has been agreed as out of scope? This prevents scope creep and sets clear expectations. “Will: Include churn prediction for active customers”, “Won’t: Provide historical churn data before 2021”.
Product Owner
The single individual responsible for making trade-off decisions as the Information Product is designed, built, and deployed. “Bob James”, “Jane Rogers”, “Head of Marketing”.
T-Shirt Size
A rough estimate of the timeframe needed to build the Information Product. “Small”, “Medium”, “Large”.