design tool

Focus Canvas

Use when you need to validate your assumptions. This canvas helps to decide what the team needs to explore further.


Time Needed

15 Minutes




Post-its, Sharpies, Pencils, Paper


Marketing, sales, management

How to use

There are 2 main factors to consider when evaluating which aspects to focus on. On the one hand it’s important to focus on things that will be important to your customer. And on the other hand you should focus on those things you are certain of. So this tool is a very simple matrix tool, that you can complete in 3 steps.

Step 1

Evaluate importance

Take every post-it and answer the question "how important is this for the customer?“. The more important it is, the more to the right of the horizontal scale you should put the post-it. Do this for every post-it.

Step 2

Evaluate the certainty

The second question is a little more tricky… It involves checking how certain you are about the importance for the customer. Ask yourself for every feature do I have evidence that the customer finds this item important or not? Am I basing this evaluation on hard facts that I can prove or gut feelings? The more certain you are, the higher on the vertical axis you can place the feature.

Step 3

Read the matrix

Once you evaluated the importance and certainty for every item, it’s simply a case of reading the matrix. All the features that are in the top right quadrant are features that you should focus on developing because you know they are important.

  • High certainity, high importance: focus area
  • Low certainty, high importance: test with customers to gather evidence
  • High certainty, low importance: leave out
  • Low certainty, low importance: test in future

Focus Canvas

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