Despite the industrial need for the improvement of information-intensive business processes, few scientifically grounded approaches exist to support such initiatives. In this paper, we propose a new approach that builds on concepts that are part of a product-oriented view on process optimization. Essentially, this approach allows end users to flexibly decide on the best possible way to create an informational product within the limits that are imposed by regulations and logical dependencies. We argue that this provides various benefits in comparison to earlier work. To support end users in making sensible decisions, we describe two alternative approaches to provide them with recommendations to this end. We formalize these alternatives and discuss their relative strengths and weaknesses. The feasibility of the overall approach, which we refer to as Product-Based Workflow Support, is demonstrated by a workflow system that is realized using ProM and DECLARE.