In the world of Agile and Scrum, the role of a Product Owner is pivotal in ensuring the successful development and delivery of products that meet customer needs. The Product Owner acts as the bridge between the customer, stakeholders, and the development team. To excel in this role, mastering the use of Product Owner tools is essential. 

A Scrum product owner certification is crucial to succeed in this field. In this comprehensive guide, we will explore who a product owner is, the need for product owner tools, key features to consider, and a list of the top tools for product owners in 2023.

Who is a Product Owner?

The role of a product owner plays a central role in Agile methodologies, particularly in Scrum. This individual’s primary duty is to lead the development team in crafting a product that precisely matches customer requirements. Product owners maintain close collaboration with stakeholders, the scrum master, and the development team. Their essential responsibilities include guaranteeing a well-defined and properly prioritized product backlog. 

Key responsibilities of a product owner include:

  • Defining and prioritizing the product backlog.
  • Ensuring the team understands and delivers what the customer needs.
  • Actively engaging with stakeholders and gathering their feedback.
  • Maintaining a vision for the product and communicating it to the team.

What is the Need for Product Owner Tools?

Product owners play a complex role that involves managing requirements and collaborating with various stakeholders. Here are some key reasons for the need for product owner tools:

  1. Efficient Backlog Management: Product owners need to manage a backlog of user stories, features, and tasks.
  2. Effective Collaboration: Collaboration is at the core of Agile methodologies. Product owner tools often include features for collaborating with development teams, stakeholders, and customers, ensuring everyone is on the same page.
  3. Visualization and Communication: Tools for product owners enable the visualization of product roadmaps, user stories, and other critical information.
  4. Feedback Collection: Product owners need to gather feedback from stakeholders and customers to make informed decisions. 
  5. Data-Driven Decision-Making: Many product owner tools offer reporting and analytics capabilities, allowing data-driven decisions to be made, backed by real metrics.

Most Important Features of a Product Owner Tool

When evaluating product owner tools, it is essential to consider the features they offer. The most important features to look for include:

  1. Backlog Management: The ability to create, prioritize, and manage backlog items, such as user stories, tasks, and features.
  2. Prioritization: The tool should support backlog prioritization using techniques like MoSCoW (Must have, Should have, Could have, Won’t have) or other prioritization methods.
  3. Visualization: Visualization of the product roadmap, release plans, and user stories is crucial for communicating the product vision.
  4. Feedback Collection: Tools should provide mechanisms for collecting and tracking feedback from various sources.

A List of the Top Tools for Product Owners in 2023

Choosing the right product owner tool depends on your specific needs and preferences. Here’s a list of some top tools for product owners in 2023:

Collaboration Tools

Effective collaboration is at the core of Agile methodologies. Collaborative tools facilitate communication and teamwork among development teams, stakeholders, and customers. Here are some collaboration tools that Product Owners may find valuable:

  • Slack: Slack is a popular team communication tool that enables real-time messaging and file sharing.
  • Microsoft Teams: Microsoft Teams provides chat, video conferencing, and document-sharing capabilities.

Demos / Screenshots / Recordings

Effective communication often involves the use of visual aids. Tools for capturing and sharing demos, screenshots, and recordings can be highly beneficial for Product Owners. Some options include:

  • Snagit: Snagit is a screenshot and screen recording tool that allows users to capture and edit images and videos for clear communication.
  • CloudApp: CloudApp is a visual communication platform that enables users to share screenshots and videos.

Prototyping Tool

Prototyping tools help product owners create interactive prototypes and mockups of their products. These tools are valuable for visualizing the user experience and gathering feedback. Some popular prototyping tools include:

  • Figma: Figma is a collaborative interface design tool that allows teams to create interactive prototypes and design user interfaces.
  • Sketch: Sketch is a vector graphics software for Mac that is commonly used for designing user interfaces and creating prototypes.
  • Adobe XD: Adobe XD is a design and prototyping tool for creating user experiences and interactive prototypes.

Roadmap / Objectives

Product roadmaps and objectives are essential for communicating the product vision and guiding the development team. Tools that help create and visualize roadmaps and objectives include:

  • Aha!: Aha! provides features for setting objectives, creating product roadmaps, and tracking progress.
  • Roadmunk: Roadmunk is a roadmap visualization tool that helps product owners create and share visual roadmaps.
  • Tara AI: Tara AI offers a product management platform that includes roadmapping features for setting goals and priorities.


The product backlog is at the heart of Agile project management. Tools that facilitate backlog management help product owners create, prioritize, and track user stories and tasks. Some options for backlog management include:

  • Jira (Atlassian): Jira offers robust features for managing backlogs, creating user stories, and tracking tasks.
  • Trello (Atlassian): Trello provides a visual way to manage tasks and user stories in on a Kanban-style board.
  • VersionOne: VersionOne offers features for backlog management, sprint planning, and reporting.

User Story Map

User story mapping is a technique used to visualize and organize user stories to understand the user’s journey and prioritize work. Tools that support user story mapping include:

  • StoriesOnBoard: StoriesOnBoard is a user story mapping tool that helps teams create and visualize user story maps.
  • Miro: Miro offers templates and features for creating user story maps and visualizing user journeys.

Customer Journey Map

Customer journey maps help product owners understand the customer’s experience with the product. Tools for creating customer journey maps include:

  • UXPressia: UXPressia provides features for building customer journey maps, personas, and impact maps.
  • Miro: Miro offers templates and features for creating customer journey maps and visualizing the user experience.


Creating personas helps product owners understand the different user types and their needs. Tools for creating personas include:

  • Xtensio: Xtensio is a platform for creating user personas, visualizing customer profiles, and sharing them with the team.
  • Make My Persona (HubSpot): HubSpot offers a free online tool, “Make My Persona”, for generating user personas.
  • Persona Creator (UXPressia): UXPressia includes a persona creator tool as part of its platform for customer journey mapping.

Lean Business Case / Lean Canvas

Lean business cases and Lean Canvas templates help product owners define and communicate the business value of a product. Tools that support Lean Canvas creation include:

  • Leanstack: Leanstack provides a Lean Canvas tool for creating one-page business models and value proposition canvases.
  • Lean Canvas (Lean Canvas): Lean Canvas provides a free online tool for creating Lean Canvas templates.

Reports & Analysis Tools

Reporting and analysis tools help product owners make data-driven decisions by providing insights and metrics. Some options for reporting and analysis include:

  • Google Analytics: Google Analytics provides website and app analytics for tracking user behavior and engagement.
  • Power BI (Microsoft): Power BI is a business analytics tool that allows users to create reports and dashboards from various data sources.

Product System & Environment Diagram

Understanding the product system and environment is crucial for product owners. Tools for creating system and environment diagrams include:

  • Lucidchart: Lucidchart is a diagramming and visual workspace tool that supports system architecture and environment diagram creation.
  • Visual Paradigm: Visual Paradigm offers features for system and environment diagramming and modeling.

Stakeholder Map

Stakeholder maps help product owners identify and understand the various stakeholders involved in a project. Tools for creating stakeholder maps include:

  • MindMeister: MindMeister is a mind-mapping tool that can be used for creating stakeholder maps and visualizing relationships.
  • XMind: XMind is a mind-mapping and brainstorming tool that allows users to create stakeholder maps.

Organizational Chart

Organizational charts enable product owners to understand the structure of the organizations they are working with and identify key contacts. Tools for creating organizational charts include:

  • OrgChart (Lucidchart): Lucidchart offers an organizational chart tool for creating and sharing org charts.
  • OrgWeaver: OrgWeaver provides software for creating and managing organizational charts.

Which product owner tool is right for you?

Picking the right tool as a product owner can seriously make or break your project. You need to pick a tool that fits your project’s special needs and aligns with what your team likes. It should be something you understand well. When picking project management software, think about what your project needs, what your team likes using, and what you already know how to use. No matter what you’re dealing with, whether user stories, promoting team spirit, pumping out reports, or fulfilling other aspects of the job, the tool you choose should make your life easier and push your productivity up a notch. Before finalizing the best project management software, use it as a trial run.  

Benefits of Product Owner Tools

Utilizing product owner tools offers several advantages:

  1. Enhanced Product Backlog Management: Product owners can efficiently manage and prioritize the product backlog, leading to the development of features that provide the most value to the customer.
  2. Data-Driven Decisions: Robust reporting and analytics features enable product owners to make data-driven decisions, track progress, and measure the impact of their decisions.


Succeeding as a product owner in Agile development is a demanding yet fulfilling journey. To thrive in this role, it is vital to harness suitable tools that enhance communication, teamwork, backlog management, and data-informed choices. A Scrum product owner certification will go a long way in helping professionals grow in this field. The correct tool can empower you to be a more capable and successful product owner.


  • What is a Technical Product Owner in Agile?

A Technical Product Owner in Agile is responsible for ensuring the technical aspects of a product align with the business objectives and customer needs. 

  • What software do product owners use?

Product owners use a variety of software tools to assist with their responsibilities. These tools include project management software (e.g., Jira), collaboration tools (e.g., Trello), prototyping tools (e.g., Figma), and data analytics tools (e.g., Tableau), among others. The choice of software depends on the specific needs of the project and team.

  • Which tools are used by a product manager?

These tools may include project management software, product roadmap tools, customer feedback and analytics tools, user research tools, and wireframing/prototyping tools, depending on the responsibilities and focus of the product manager’s role.

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