Whole Product Plotting

Prioritization of features

discovery-loop-why loop position

No. People



60 min




Product Owner/Manager, UXD, team members, stakeholders and even real customers

This practice is part of: Product Ownership.

What is it?

A visual approach for scoping the most important features of a product/service. It is a drawing of multiple concentric circles, each of which represents an additional layer of details for the product/service. At the core are the generic product/service characteristics (features), followed by minimal conditions circle (must haves), an augmented product circle, a potential circle (differentiations and customer retention features) and additional circles if required.

Whole Product Canvas

Why use it?

  • Opens up the product development for the whole team
  • Identifies what matters and get everyone on the team to understand the design and prioritisation. Of features
  • Provides transparency in prioritisation and strategy/vision alignment
  • Helps move the focus on the important / differentiating features
  • When used for existing products/services allows for uncovering options for pivoting

Why & How to combine it with other practices?

  • This practice could be used in combination with practices as Impact Mapping, Lean Canvas, Value Proposition in order to build a vision for a product/service and translate that vision into actionable and prioritized set of features.
  • The output from the practice may invoke User Research, Usability Reviews (for existing products/services)
  • It can also serve as prioritisation tool for the Product Backlog


  • Ted Levitt - Whole Product Strategy
  • Dave Gray - Whole Product Game

Further information

Ted Levitt’s article in HBR: Marketing Success Through Differentiation—of Anything

Whole Product Game on Gamestorming.com

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