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Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oct' 18)

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In this talk that I gave at ProductTank Bristol I created a product vision for a global health insurance client, including a new workshop format that you can use yourself to determine your own product vision statement.

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Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oct' 18)

  1. 1. Practical Steps to Determining Your Product Vision Product Tank Bristol Case Study @chudders
  2. 2. Hello! Product Tank Bristol @chudders
  3. 3. A quick story Product Tank Bristol @chudders We need a product vision to help guide to evolution of our products. Align product development to company vision and purpose To provide clarity on what we are trying to achieve To motivate employees regarding what they are working towards To help prioritise features that supported vision
  4. 4. @chuddersProduct Tank Bristol Product Vision Statement
  5. 5. I struggled to find useful intel Product Tank Bristol
  6. 6. @chudders An effective product vision describes your reason for creating your product or service. It should describe a clearly understood and desirable future that people will want to work towards achieving. ROMAN PICHLER Product Tank Bristol
  7. 7. @chuddersProduct Tank Bristol Beware! Vision Mission Strategy Purpose Roadmap Goals Values Strapline
  8. 8. Product Vision : 
 A desirable future thanks to our product Future Now Product Vision
  9. 9. Future Now Product Vision 1) Represent a clearly understood and attractive imagined future that people will want to work towards achieving 2) Should be short, broad, memorable and motivating. 3) A vision should help people to focus. Think eyes! 4) Ambitious (and may in reality never actually be achieved/ achievable) Product Vision : 
 A desirable future thanks to our product
  10. 10. ‘To put joy in kids’ hearts and a smile on parents’ faces’ Now Future
  11. 11. Now Future ‘A world without poverty’
  12. 12. ‘To land a man on the moon and return him safely to earth’ Now Future
  13. 13. Here’s how I did it (YMMV) @chuddersProduct Tank Bristol
  14. 14. @chudders We need a product vision to help guide to evolution of our products. Product Tank Bristol
  15. 15. Research into product offering @chuddersProduct Tank Bristol
  16. 16. Research into organisational mission, vision & values @chuddersProduct Tank Bristol
  17. 17. Senior Stakeholder Interviews @chuddersProduct Tank Bristol
  18. 18. Product Vision Prototyping Workshop @chuddersProduct Tank Bristol
  19. 19. @chuddersProduct Tank Bristol Roman Pichler’s Product Vision Canvas
  20. 20. 1. What do you sell? 2. Who buys it? 4. What benefits will people enjoy from using it? 7. What motivates your staff to work on these products and make them available? (other than £) 5. Why will they buy it from 
 you and not from your 
 competitors? 10. When your work is done why will the world be a better place thanks to the existence of your product? 8. How do you make money from selling it? 3. What problem does it solve for them? 6. Why do they really buy them? (i.e. people buying cars as status symbols and not just purely for transportation) 9. What is your organisation great at? 1. Product Vision Canvas(focus on plain English)
  21. 21. 5. What motivates us to do the work we do? 3. What is broken specifically in the FS sector that we can help to fix? 4. What is our super power over our competitors? 1. What do we do? What is the thing we are selling? 2. What value do we provide to our customers? What client pain do we address? 6. What is the envisioned future in the FS industry that we will create when our work is done? (e.g. simplifying financial services) Why will the world be a better place as a result? FS ‘Manifesto Canvas’ We used it to define a vision for our team
  22. 22. 2. Which outcomes should our vision focus on creating for people in the future? More about this Less about this Our product vision should be e.g. an end to a specific disease e.g. access to clean water e.g. giving everyday people access to premium travel e.g. making healthy eating affordable e.g. give everyone basic cooking skills e.g. to rid the ocean of plastic e.g. to eradicate smartphone addiction e.g. to democratise access to financial advice 10. When your work is done why will the world be a better place thanks to the existence of your product?
  23. 23. 2. Which outcomes should our vision focus on creating for people in the future? More about this Less about this Our product vision should be e.g. an end to a specific disease e.g. access to clean water e.g. giving everyday people access to premium travel e.g. making healthy eating affordable e.g. give everyone basic cooking skills e.g. to rid the ocean of plastic e.g. to eradicate smartphone addiction e.g. to democratise access to financial advice
  24. 24. 3. Generate Prototype Vision Statements Create loads of prototype vision statements based on the outcomes you mapped to the right hand side of step 2 We will…. @chuddersProduct Tank Bristol “We will create a world where healthy eating is affordable for everyone” “We will rid the ocean of plastic” “We will eradicate malaria”
  25. 25. @chudders 4. Evaluate Prototype Vision Statements 1. Will it benefit our customers? 2. Is it both broad and ambitious & short and sweet? 3. Does it reflect your motivation for developing you products? 4. Does it capture your intent and does it inspire you? 5. Do it provide a picture of a desirable future that you want to work towards? Vision Success Criteria We will rid the ocean of plastic ‘The Get out of Bed-O’meter’ Product Tank Bristol
  26. 26. @chuddersProduct Tank Bristol 5. Create shortlist and pick a winner 1. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin pharetra ornare tincidunt. 2. Consectetur adipiscing elit. Proin pharetra ornare tincidunt. 3. Aucibus orci luctus et ultrices posuere cubilia Curae; Vivamus ultricies eu augue a pretium. 4. Orci varius natoque penatibus et magnis dis parturient montes. 5. Vestibulum molestie mattis diam id placerat. Nulla facilisi. Nunc ullamcorper.
  27. 27. Grab templates from here…
  28. 28. Thank you @chudders James Chudley Experience Director

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