From an Idea to a Vision you can implement - Vision workshop
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From an Idea to a Vision you can implement - Vision workshop



You've been there. You are tasked with implementing a product that someone else cooked up. What do do next? Follow the spec you say? Wrong!...

You've been there. You are tasked with implementing a product that someone else cooked up. What do do next? Follow the spec you say? Wrong!

Developing a product without this Vision is not just waste, it is bad business for you and for your customer.

Before we start implementing any product we must explore it's reason to exist, what customers it benefits and ultimately how it can help your customers (not you!) make money.

In this workshop we will take an example and go through a simple process that helps us explore a product idea to the point that a spec is just a reference, but the product comes alive in the minds of the team members.



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  • Thank you for attending the workshop,.Ask the participants for permission for the work they are about to do
  • We are here to work on a real product, Tell the them the story, you are the board and need a Vision to turn the product around. Use close-to-real-life analogies.

From an Idea to a Vision you can implement - Vision workshop Presentation Transcript

  • 1. A workshop about Product Vision:
    From an idea to a product you can implement!
    Vasco Duarte
    Agile EE 2010
  • 2. Vasco Duarte
  • 3. Vasco
  • 4.
  • 5.
  • 6.
  • 7. The Assignment
    You are the Product Management group for a large mobile phone manufacturer, your competitors are trimming your margins and threatening your market share
    Your goal is to create a product that will turn the company around
    Deliverable: The Vision document for the product with at least the following:
    Main marketing message
    Device sketch
    Sample services (2-3) to be offered with Device
  • 8. The Product
    A mobile phone and related services.
  • 9. The workshop
    We will form 4 groups of 5-10 people
    We will go through the 8 steps in the Vision process
    One Flipchart is allowed for each step (no more)
    You may draft the Vision at each step (8 iterations for the vision)
    Work as a group, ask questions as you need
    At the end each group will present the Vision to the other groups in 3 minutes (I’ll keep the time).
  • 10. Expected output from each step
    A short summary of the information you considered critical for the Vision – 1 flipchart
    (optional) A draft of the Vision (even if information is still missing in the early steps) – 1 flipchart
  • 11. Overview / Steps
    Understand the customer space
    Understand the customer life/work/environment/goals
    Define what values are most important for the customer
    Define what your business is about (understand the solution space that you can influence)
    Define what the product tries to achieve (in customer language)
    Understand the competition
    Write the vision, include:
    Iterate over and over again (the A3 vision)
  • 12. Step 1: Understand the customer space
    Who are your customers? Who are their customers? Which do you want to help?
    What do you know about this customer?
  • 13. See report for details on the customers
    Target customers: 15-25 year olds in Emerging markets (India, Ukraine, Brasil, etc.)
  • 14. Customer details, headlines
    Some 75% of 12-17 year-olds now own cell phones, up from 45% in 2004.
    Fully 72% of all teens2 -- or 88% of teen cell phone users -- are text-messagers. That is a sharp rise from the 51% of teens who were texters in 2006. More than half of teens (54%) are daily texters
    One in three teens sends more than 100 text messages a day, or 3000 texts a month.
    15% of teens who are texters send more than 200 texts a day, or more than 6,000 texts a month.
    Boys typically send and receive 30 texts a day; girls typically send and receive 80 messages per day.
    Teen texters ages 12-13 typically send and receive 20 texts a day.
    Calling is still a central function of the cell phone for teens, and for many teens voice is the primary mode of conversing with parents.
    Girls more fully embrace most aspects of cell phone-based communication.
    59% of girls text several times a day to "just say hello and chat"; 42% of boys do so.
    64% of parents look at the contents of their child's cell phone and 62% of parents have taken away their child's phone as punishment.
    46% of parents limit the number of minutes their children may talk and 52% limit the times of day they may use the phone.
    Teens who have multi-purpose phones are avid users of those extra features. The most popular are taking and sharing pictures and playing music:
    83% use their phones to take pictures.
    64% share pictures with others.
    60% play music on their phones.
    46% play games on their phones.
    32% exchange videos on their phones.
    31% exchange instant messages on their phones.
    27% go online for general purposes on their phones.
    23% access social network sites on their phones.
    21% use email on their phones.
    11% purchase things via their phones.
    Data from India: In our study ‘Making local calls’ and ‘text messaging’ were reported as the most common activities. On the other hand activities like sending picture messages, downloading or forwarding ring tones, getting news updates and making STD calls were seen less frequently. This trend remains more or less the same across gender for all functions except for “getting news updates” where boys have a tendency to use it more frequently than girls.
    Interlestingly “playing games” was seen as a regular activiy about 40%.
    --study of teenage and younger people
  • 15. How to they work now?
    What do they do daily/weekly/monthly/yearly?
    Understand what each activity means for the user, and why it is needed
    For this part of the workshop, use your own knowledge of young people in the target countries.
    Step 2: Understand the customer’s life/work/environment/goals
  • 16. Understanding computer users
    Many rely on computers for work: E-mail access, connectivity to the internet even outside the office, connectivity to the office network outside the office…
    Most rely on a browser to access the services they need
    Some do net-banking and need secure connections and secure environment
    Most do e-mail for communication and fun (chain letters)
    Some watch TV
    Some play games for entertainment
    Some play games for business (e.g. gold farming in WoW)
  • 17. Step 3: Define what values are most important for the customer
    What does the customer want to achieve?
    What is valuable for the customer? (Maslow pyramid)
  • 18. Example customer value hierarchy
    As a computer user this is my hierarchy of values:
    • ”I don’t waste any time waiting for my computer
    The computer has adequate performance
    • Banking, e-mailing, money saving uses
    • 19. ”My computer is useful to me!”
    Useful use of the computer
    • Network, Office, Games work.
    • 20. “I can use my computer!”
    Basic computer usage works
    -No crashes
    -”My computer starts!”
    Turn the computer on and it works!
    • ”I’m making money with my computer”
    -”I trust my computer with my money”
    • ”My life would change a lot without my computer!”
    The user extracts value
    from the use of the computer
  • 21. Step 4: Define what your business is about (understand the solution space that you can influence)
    How it was (how was the mobile phone business in the last 5 years?)
    How it is (how is the mobile phone business now?)
    How it may become (how may it look if “nothing” changes from now until 2015?)
    What it ought to be (ideal) (how *should* it look like in 2015, if your product is successful?)
    What you can influence
    What you cannot influence
    Don’t forget the services!
  • 22. Example: computers
    How it was:
    Glorified type writer
    Made self-publishing possible (printer + text editor)
    How it is:
    A digital communication device
    Access to information is easy, but not personalized
    Computers can be used by anyone (1 family, 1 computer)
    How it will be:
    More advanced user-differentiation techniques (Artificial intelligence in the browser?)
    More computing power for higher-definition content (HD + 3D)
    How it ought to be (my dream world):
    Personal computing device
    Fits in pocket but has a HUGE screen
    Can influence:
    Form factor, price, User Interface
    Cannot influence:
    Operating System, Peripheral ecosystem
  • 23. Step 5: Define what the product tries to achieve (in customer language)
    How can you help the customer? (e.g. with a mobile phone)
    What does your product do?
    HINT: it’s not about technology. If you find yourself using technological words, stop and ask yourself: why would the customer want this?
  • 24. Example: computers
    Help fill-out tax forms (internet access needed)
    Help deliver homework to the teacher (e-mail service needed)
    Help customers enjoy entertainment (movie and music delivery + internet access needed)
    NOTE: no technology language can be used. Use *Customer* language!
  • 25. Step 6: Understand the competition
    Who provides similar products? Why?
    What is their business model?
    What functionality do they make available?
  • 26. Example: computers
    What are the key parts of your business?
    Selling machines/HW
    This means that all HW selling companies are competitors
    Selling services that run on our, and other machines
    This means that all service that can run in our machines (or other) are competitors
    What is the competitor’s business model?
    Example: Apple uses computers to deliver other services that are limited to their computers. Google uses others’ computers to deliver e-mail, search, etc. services
    What functionality to they deliver?
    HP delivers custom touch interfaces
    Acer delivers smaller laptops and long lasting batteries

  • 27. Step 7: Write the vision, include:
    Goals per customer/stakeholder for the product?
    How is this product different from the competition?
    What is the one statement that defines the product?
    Segment customers, focus on the right customer segment
    Define the stretch goals for the product (if any) Technically and Business-wise
  • 28. Step 8: Iterate over and over again (the A3 vision)
    After the first version of the Vision is written only the first few steps are taken. Next we need to iterate the vision by talking to sales, customers, development, etc.
    The first vision document can be a two A4 paper with text, but later on you should focus that Vision into an A3 visually rich Vision. You can use annexes to the A3 Vision if you need, but you need to be able to explain the whole Vision to you and to people around you without them needing to read the annexes. The Annexes are there for detail, not for understanding the concepts in the Vision
  • 29. Currently an Operational Development specialist at Nokia, Vasco Duarte is an experienced product and project manager, having worked in the software industry since 1997. Vasco has also been an Agile practitioner since 2004, he is one of the leaders and a catalyst in the adoption of Agile methods and an Agile culture at Nokia and previously at F-Secure.
    Vasco's contributions to the improvement of the software development profession can be read in his blog:
    You can follow Vasco on twitter: @duarte_vasco
    About the speaker: