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The Product Visioning Workshop: A Proven Method for Product Planning and Prioritization

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Is your team looking for new product concepts to capture a new market? Do you need to establish a long-term product strategy? Are you working to set a direction to drive roadmap decisions?

In this presentation, we will share a proven approach for creating a long-term product vision that your team can understand and rally behind. We will share all of the techniques you'll need to successfully run a Product Visioning Workshop with your product team and business stakeholders.

You will learn how to create a long-term vision for your product, establish consensus and buy-in across your organization, and prioritize features for the product roadmap. Your product managers will come away equipped to create roadmaps that align with your long-term product strategy.

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The Product Visioning Workshop: A Proven Method for Product Planning and Prioritization

  1. 1. THE PRODUCT VISIONING WORKSHOP A Proven Method for Product Planning and Prioritization CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI © Perfetti Media 2015 www.perfettimedia.com 1
  2. 2. © Perfetti Media 2015 www.perfettimedia.com 2
  3. 3. The Product Visioning Workshop © Perfetti Media 2015 www.perfettimedia.com 3
  4. 4. WHAT IS SUCCESS? Create a 3-5 year vision of the experience users will have with your product © Perfetti Media 2015 www.perfettimedia.com 4
  5. 5. THE IMPORTANCE OF A VISION • Drives product decisions • Provides a destination for the team to stay on-course • Gets the entire team on the same page • Inspires and motivates © Perfetti Media 2015 www.perfettimedia.com 5
  6. 6. HOW DO WE GET THERE? © Perfetti Media 2015 www.perfettimedia.com 6
  7. 7. © Perfetti Media 2015 www.perfettimedia.com 7
  8. 8. THE PLANNING STAGE Start with Research © Perfetti Media 2015 www.perfettimedia.com 8
  9. 9. INVOLVE THE STAKEHOLDERS • Senior management • Product • UX • Engineering • Marketing • Sales • Support © Perfetti Media 2015 www.perfettimedia.com 9
  10. 10. © Perfetti Media 2015 www.perfettimedia.com 10
  11. 11. WHAT DO THEY KNOW TODAY? •Strategic objectives •Short and long-term business goals •User data •Competitive research •Market size •Vision © Perfetti Media 2015 www.perfettimedia.com 11
  12. 12. USER RESEARCH •Observe users in the natural environment •Understand users’ pain points •Get the team immersed © Perfetti Media 2015 www.perfettimedia.com 12
  13. 13. © Perfetti Media 2015 www.perfettimedia.com 13
  14. 14. CREATE PERSONAS © Perfetti Media 2015 www.perfettimedia.com 14
  15. 15. THE PRODUCT VISIONING WORKSHOP © Perfetti Media 2015 www.perfettimedia.com 15
  16. 16. GOALS OF THE WORKSHOP • Establish a product vision • 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 • Prevent silos across product lines © Perfetti Media 2015 www.perfettimedia.com 16
  17. 17. THE LOGISTICS • Invite all product stakeholders • Set aside a minimum of three days 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? © Perfetti Media 2015 www.perfettimedia.com 17
  18. 18. THE AGENDA © Perfetti Media 2015 www.perfettimedia.com 18
  19. 19. THE WORKSHOP AGENDA Day 1: Set the context Day 2: Establish the product vision Day 3: Identify business and user opportunities to achieve the vision Day 4: Prioritize the roadmap opportunities © Perfetti Media 2015 www.perfettimedia.com 19
  20. 20. DAY 1: Set the Context © Perfetti Media 2015 www.perfettimedia.com 20
  21. 21. SET THE CONTEXT • Review 3-5 year strategic objectives • Present the competitive landscape • Summarize the user research © Perfetti Media 2015 www.perfettimedia.com 21
  22. 22. SET THE CONTEXT © Perfetti Media 2015 www.perfettimedia.com 22
  23. 23. THE PERSONAS Attributes of the persona © Perfetti Media 2015 www.perfettimedia.com 23
  24. 24. THE JOURNEY MAP STEPS IN THE USER JOURNEY © Perfetti Media 2015 www.perfettimedia.com 24
  25. 25. DAY 2: Establish the Product Vision © Perfetti Media 2015 www.perfettimedia.com 25
  26. 26. © Perfetti Media 2015 www.perfettimedia.com 26
  27. 27. ESTABLISH THE PRODUCT VISION • Converge on a 3-year product vision • Prioritize opportunities to improve the user experience © Perfetti Media 2015 www.perfettimedia.com 27
  28. 28. © Perfetti Media 2015 www.perfettimedia.com 28
  29. 29. 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 © Perfetti Media 2015 www.perfettimedia.com 29
  30. 30. 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! © Perfetti Media 2015 www.perfettimedia.com 30
  31. 31. PRESENT & 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? © Perfetti Media 2015 www.perfettimedia.com 31
  32. 32. ITERATE FOR 2-3 MORE ROUNDS © Perfetti Media 2015 www.perfettimedia.com 32
  33. 33. THE RESULT: CONVERGENCE OF TEAMS © Perfetti Media 2015 www.perfettimedia.com 33
  34. 34. DAY 3: Identify the Opportunities for Achieving the Vision © Perfetti Media 2015 www.perfettimedia.com 34
  35. 35. IDENTIFY THE BUSINESS AND USER OPPORTUNITIES • Based on the best ideas from the visioning exercise, create and prioritize a list of opportunities and pain points to tackle • Don’t jump to features too quickly! © Perfetti Media 2015 www.perfettimedia.com 35
  36. 36. THE FOCUS QUESTION In order to reach our vision, what do we need to provide to our users to achieve a best-in-class experience? © Perfetti Media 2015 www.perfettimedia.com 36
  37. 37. THE KJ © Perfetti Media 2015 www.perfettimedia.com 37
  38. 38. STEP 1: LIST OPPORTUNITIES © Perfetti Media 2015 www.perfettimedia.com 38
  39. 39. STEP 2: GROUP THE STICKY NOTES No talking © Perfetti Media 2015 www.perfettimedia.com 39
  40. 40. STEP 3: NAME THE GROUPS © Perfetti Media 2015 www.perfettimedia.com 40
  41. 41. STEP 4: RANK THE GROUPS © Perfetti Media 2015 www.perfettimedia.com 41
  42. 42. STEP 5: VOTE © Perfetti Media 2015 www.perfettimedia.com 42
  43. 43. STEP 6: ORDER AND DISCUSS GROUPS © Perfetti Media 2015 www.perfettimedia.com 43
  44. 44. ADVANTAGE OF METHOD • All stakeholders contribute • Prevents too much influence from select team members • Identifies top product priorities that align with the vision © Perfetti Media 2015 www.perfettimedia.com 44
  45. 45. DAY 4: Prioritize the Product Opportunities to Tackle © Perfetti Media 2015 www.perfettimedia.com 45
  46. 46. PRIORITIZE THE ROADMAP OPPORTUNITIES •MoSCoW voting •Rate the opportunity or feature © Perfetti Media 2015 www.perfettimedia.com 46
  47. 47. MoSCoW Voting for High-Level Priorities © Perfetti Media 2015 www.perfettimedia.com 47
  48. 48. Voting on features and priorities Business value User value Effort © Perfetti Media 2015 www.perfettimedia.com 48
  49. 49. NEXT STEPS • Product team reviews findings • Prioritize opportunities in a product roadmap, if they have one • Allocate resources to the opportunities in upcoming sprints • Product team creates a deliverable to communicate the vision out to the team © Perfetti Media 2015 www.perfettimedia.com 49
  50. 50. THE PRODUCT VISIONING WORKSHOP • 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 © Perfetti Media 2015 www.perfettimedia.com 50
  51. 51. THANK YOU! • Product and UX coaching • Product ideation and strategy workshops • Consulting Twitter: @cperfetti Web: perfettimedia.com © Perfetti Media 2015 www.perfettimedia.com 51

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