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177 - Team-Based Innovation


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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day.

Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development.

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177 - Team-Based Innovation

  1. 1. Team-Based Innovation: A Collaborative Approach to Visioning CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI
  2. 2. The Product Visioning Workshop What is success? Create team alignment on a 3-5 year vision 
 of the experience users will have with your 
 product or service
  3. 3. The Importance of a Vision • Drives product decisions
 • Provides a destination for the team • Gets the entire team on the same page • Inspires and motivates
  4. 4. THE USER RESEARCH AND PRODUCTVISIONING PROCESS 1. Understand the business goals and problems to solve • Interviews with internal team members • Prioritize user research questions
 THE USER RESEARCH AND PRODUCTVISIONING PROCESS 2. Understand the user • Conduct user interviews to understand the goals, motivations, intent, and experience gaps • Synthesize data: user journey and personas
  5. 5. THE USER RESEARCH AND PRODUCTVISIONING PROCESS 3. Brainstorm and ideate on solutions/vision • Diverge and converge on a long-term vision • Iterate on potential solutions to address user needs • Create an Envisionment THE USER RESEARCH AND PRODUCTVISIONING PROCESS 
 4. Evaluate product approaches • Low and high-fidelity prototyping • Concept testing • Usability testing • Experiments
  6. 6. Involve your stakeholders • Senior management • Product • UX • Engineering • Marketing • Sales • Support What do they know today? The Problems • What are the business challenges? • What are the current user challenges? The Goals • Short and long-term business goals • User goals User research Competitive research
  7. 7. Collaborative user research • Observe users in their natural environment • Understand users’ pain points • Get the team immersed
  8. 8. What we learn • User frustration and problems • How technology fits into users’ life • Domain knowledge • Level of technical expertise • User goals and most important tasks • User preferences and attitudes
  9. 9. Creating personas It’s about the collaboration, not the deliverable
  10. 10. Product Visioning and Ideation Goals of the visioning workshop • Establish a vision of the future experience • Align roadmap or sprint investment with user needs and business goals • Enables the product team to say “no” to features that don’t align with the vision • Brainstorm and prioritize the requirements and strategies for delivering on the product vision
  11. 11. The logistics • Invite all product stakeholders • Schedule a minimum of one day to conduct the workshop • Set expectations for workshop attendees • Assign homework • What are the business goals? • What do you currently know about the target audience? • What are the pain points with the product? The workshop agenda Set the context Establish the product vision Identify opportunities to achieve the vision
  12. 12. Set the context • Review 3-5 year strategic objectives • Present the competitive landscape • Summarize the user research Establish the vision • Converge on a 3-year product vision • Prioritize opportunities to improve the user 
  13. 13. Ideating on a product vision Brainstorming technique modeled after the design studio methodology Teams ideate in short time boxes to generate a product vision with rapid rounds of sketching and critique • Sketch • Present • Critique • Iterate The instructions • Break group into cross- functional teams of 5-6 people • Distribute 8-up to each member of the team • Instruct each attendee to sketch their vision of the product in 3 years Source: Todd Zaki Warfel .. in only 10 minutes!
  14. 14. Pitch and critique • Each member of the team has 3 minutes to present their vision with no interruptions • Team critiques for 2 minutes • What do you like? • What would you like to see improved? Iterate
  15. 15. The Result: Convergence of teams Team-based product visioning • Aligns the team around a shared vision • Gains consensus on user needs and goals for the product • Prioritizes the requirements for delivering on the product vision • Aligns the product priorities with the vision for the ideal user experience
  16. 16. QUESTIONS?
  17. 17.