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User centred Design Vision tree


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User centred Design Vision tree

  3. 3. 2013 ENVISION: WHY THE VISION TREE? • Every project needs a single vision. Projects start out as ideas focused on results. Somewhere in the transition from idea to project, the vision of a better future often gets lost. • During the Ideation & Concept phase of a project or program, it is important to develop a clear, shared vision. The business owner must unify and promote the business vision within the project team so everyone is unified in their understanding of the project purpose, context and desired outcomes (value). • As an owner, this person must take accountability for the project outcomes. • The Vision Tree is used to define & communicate the project proposition & purpose, end user problem statements, jobs to be done and high level user stories.
  4. 4. 2013 ELEVATOR PITCH What? Vision Product Purpose Why? Problems statements from customer perspective What? Jobs to do to solve customer problems How? Product Construct Solutions Why? User Stories Insight: A day in my life So What? Customer Proposition Is this really what I want? Validate concept with Customer Insights The Vision Tree is the most important element in shaping, defining & communicating any idea that we bring to the table. It articulates value and meaning in customer language on a single 1-page. Post it prominently and involve your visionaries in planning and demos Target Users Customer Insights Likelihood to uptake & use Addressable market Competitive landscape POC Testing
  5. 5. 2013 I don’t know the process to complete this document, or where to start Problem solve, rather than follow a process Define your target audience/u sers/custo mers Keep it simple with a maximum of 3 user problem statements or break it down further Start with what you know (straw- man) and build out from there. We keep going around in circles – we can’t land it Cant land a vision, cant validate user stories? Stop All elements must align to support the vision – if not change the vision Collaborate - brainstorm, constructively challenge & iterate to shape and define If you cant land a vision, stop or change the vision Two heads are better than one - test your idea within the team to validate end user value Convey context & common meaning to everyone in your development team Semantics - words can get in the way of meaning Visualise! Explore how other teams have used the Vision tree - Case Studies Why should I use this? I can already define a proposition PROPOSITION – Vision Trees are used to define & share a unified vision, demonstrate value from an end users perspective, & provide context & meaning to development teams. Purpose – Problem statement from a user perspective / Insight Jobs to be Done Key functions that will resolve each problem statement Key functions also form the basis for use cases How to define a problem? • Keep it simple • Define the problem as personal…Whose problem? • Create statements that can be tested • Use phrases like : “How might we…?” HOW TO CREATE A VISION TREE
  6. 6. 2013 SAMPLE HIGH LEVEL USER STORIES As a <USER>, I want to <Function> so that <Value> • As a Product manager, I want to start the Vision tree based on what I already know, so that our team can collaborate to fill the gaps. • As a Designer, I need to understand the target audience so the team creates a solution that fits the customers needs. • As a Designer, I don’t want too many problem statements or jobs to be done so the vision and solutions stays simple enough for the whole team to understand. • As a Designer, I want to challenge the Business Owners assumptions so the team doesn’t waste time and money developing lame products. • As a Product manager I want the team to understand the Product proposition, purpose and context so they develop a solution that meets my customers needs. • As a Product Manager or Designer I want my team members to collaborate together so they can leverage their collective expertise and experience to validate assumptions and develop optimal solutions.
  7. 7. 2013 WHAT NEXT? • Your vision should be validated • Conceptual testing can improve and tweak the vision • The vision should be used as a guide throughout the project • May be used within Agile or waterfall
  8. 8. 2013 SUMMARY: It’s not about the document – it’s about the thinking … • Leverage from experienced “vision tree” experts! • Structure is less important that content (which is why it is hard!) • Test, Validate and improve the vision as you progress
  9. 9. 2013 WANT TO LEARN MORE? A Human centred Design approach maximizes customer value. • Strategy Definition • Customer Insights , Customer/User Experience strategy • Target Customer/User & Channels • Value Propositions, Prioritization & Planning • Collaboration & Agility: Visioning for Value, Personnas, User Stories/Use cases, Information Architecture, Protoyping, Testing, Iteration, Production • Business Process Design & Organisational Structure • Feedback & Analysis Contact Sharon Don @ to learn more about Human centred, Design Thinking approaches to Innovation and Transformation