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. www.ProductCampBoston.org

1. Team-Based Innovation: A
Collaborative Approach to Visioning
CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI

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. 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. 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. 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. 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. Collaborative user research
• Observe users in their natural environment
• Understand users’ pain points
• Get the team immersed

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. Creating personas
It’s about the collaboration, not the
deliverable

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. 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. 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
experience

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. 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. 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. QUESTIONS?

17. perfettimedia.com/training