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How Product Managers Can Define a Product Vision to Guide Their Team
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- 4. REC WEBINAR How product managers candefine a product vision to guide their team 4
- 5. About UserTesting UserTesting isan on-demand human insight platform that quickly gives companies a first-person understanding of how their target audience behaves throughout any experience and why. Learn more at usertesting.com. 5 Image size: 2.25” x 2.25” Speaker Christian Bonilla VP, Product Management UserTesting
- 6. 6 The Goal Product Visionthat Guides and Empowers Your Team
- 7. 7 Leadership starts with a strongproduct vision Motivate your team Define an effective strategy Inspire productive innovation across the team Show how every work fits into the big picture
- 8. The product visionanswers the question: “What would success look like for the perfect solution?” 8 Engagement Adoption Loyalty Virality Usage Frequency
- 9. 9 The vision doesn’tdefine the perfect solution - but rather how its success would manifest “Everyone puts a Tile on whatever they don’t want to lose.” Photo credit: Tile.com
- 10. 10 Benefit #1 Defining atarget outcome prevents “building features” from becoming the goal
- 11. Benefit #2 Working backfrom the target outcome makes strategy development easier 11
- 12. Benefit #3 Defining theparameters of success unlocks others’ creativity and empowers them to innovate 12
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- 14. 14 Hallmarks of agood product vision ✓ Succinct ✓ Ambitious ✓ Outcome-based ✓ Durable ✓ Right Altitude
- 15. The vision altitude hasto be just right 15 Geostationary orbit zone: 2,236 mi above equator 1.91 miles/second Fiery crash Flung into outer space
- 16. 16 Not specific enough Toospecific First-Gen Roadster (2008)
- 17. 17 Don’t Mistake theCompany Vision for Product Vision Accelerate the world’s transition to sustainable energy - Achieved over centuries - Not specific to any product - Involves multiple product lines
- 18. 18 A Nation Inspiredby Astronauts Walking on the Moon Figure Out Basic Survival in Space Develop Core Space Travel Techniques Land on and Depart from the Moon Sub-orbital flight Orbital flight Chimpanzee Survival Human Survival Extended Space Survival Rendezvous and Dock Walk in Space Perfect Re-Entry Upgrade Launch Rocket Live TV Broadcast Support lunar module ** Not included: millions of other things too complicated for me to ever understand Vision Core Strategic Objectives Sub-objectives & Initiatives
- 19. 19 How to Makethe Vision Stick?
- 20. 20 Show How EverythingFits Together ● Everyone should know and have access to: ○ The product vision ○ The core strategic objectives to realize the vision ○ The problem spaces within each domain ○ The prioritized initiatives within each problem space
- 21. 21 Enforce Consistent Rigorat Every Level Product Vision Strategic Objective Vision | Contributor Incentive Payments Contributors find the payments experience so enjoyable it inspires more frequent engagement on its own Strategic Objectives | Contributor Incentives ● Give contributors total transparency into past and pending payments on all device experiences ● Anchor user experience and communications around users’ self-reported motivations for earning ● Help contributors plan their activity around their earnings targets ● Optimize test incentive amounts based on task and question volume and complexity Feature Group
- 22. 22 The “staring outthe window” product vision test A vision statement should enable anyone to use their “starting out the window” thinking of how they can can help achieve the goal
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- 25. Header Oat cake cherry toppingsesame snaps cake donut chocolate chip FREE GUIDE FOR PRODUCT TEAMS How to build customer-centric products with fast feedback loops Learn how to confidently build products that meet your customers’ needs. usertesting.com/PMT