The Information Product Canvas with Tammy Leahy

Join Shane and Tammy Leahy as they discuss the Information Product Canvas, what each area of the canvas holds and why you would want to collect this information.

Following up on their previous discussion about what information products are, this episode takes a deep dive into the Information Product Canvas.

Inspired by the traditional business model canvas and Lawrence Corr’s BEAM methodology, the Information Product Canvas evolved from lengthy Word documents into a highly visual tool designed to establish boundaries and scope for data projects. Rather than acting as a locked-in requirements document, the canvas serves as a powerful conversation starter that creates a shared language between development teams and stakeholders.

In this episode, Shane and Tammy break down the key components of the canvas, guiding you through exactly how to use it. You will learn about:

• Outcomes and Actions: Defining the measurable business value and the specific actions stakeholders will take once they have the data.

• Business Questions: Identifying the top 3-5 “how,” “what,” and “who” questions the information product needs to answer.

• Personas and Delivery Type: Pinpointing exactly who is consuming the information (e.g., data analysts, chief revenue officers) and how they expect it delivered, whether via a dashboard, API, or report.

• Core Business Events: Mapping out key business processes (like a customer placing an order or returning a product) to understand complexity and necessary data entities.

• User Stories and Will/Won’t: Setting strict boundaries on what features, functions, and data will—and won’t—be included in the current iteration to prevent scope creep.

• Vision Statement: Crafting a short, sharp elevator pitch that communicates the product’s core purpose, target user, and how it improves the current state.

Ultimately, this episode highlights how using the canvas can help organizations prioritize work based on value rather than just cost, while empowering stakeholders to self-service their own data requests.

This is the second in a series of podcast episodes that deep dives into the Information Product pattern.

If you want to get in touch with Tammy, contact her over on LinkedIn.

Listen to more podcasts on applying AgileData techniques over at https://agiledata.io/podcasts/ or read more on our AgileData Way of Working over at https://wow.agiledata.io/way-of-working/

If you want to join us on the next podcast, get in touch over at https://agiledata.io/podcasts/#contact

Or if you just want to talk about making magic happen with agile and data you can connect with Shane @shagility or Nigel @nigelvining over on Twitter.

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