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.

1. Practical Steps to
Determining Your
Product Vision
Product Tank Bristol
Case Study
@chudders

2. Hello!
Product Tank Bristol @chudders

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. @chuddersProduct Tank Bristol
Product Vision
Statement

5. I struggled to find useful intel
Product Tank Bristol

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. @chuddersProduct Tank Bristol
Beware!
Vision
Mission
Strategy
Purpose
Roadmap
Goals
Values
Strapline

8. Product Vision :
A desirable future
thanks to our product
Future
Now
Product Vision

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. ‘To put joy in kids’ hearts and
a smile on parents’ faces’
Now
Future

11. Now
Future
‘A world without poverty’

12. ‘To land a man on the moon
and return him safely to earth’
Now
Future

13. Here’s how I
did it (YMMV)
@chuddersProduct Tank Bristol

14. @chudders
We need a product vision to help guide
to evolution of our products.
Product Tank Bristol

15. Research into
product offering
@chuddersProduct Tank Bristol

16. Research into
organisational mission,
vision & values
@chuddersProduct Tank Bristol

17. Senior
Stakeholder
Interviews
@chuddersProduct Tank Bristol

18. Product Vision
Prototyping
Workshop
@chuddersProduct Tank Bristol

19. @chuddersProduct Tank Bristol
Roman Pichler’s Product Vision Canvas

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. 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. 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. 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. 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. @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. @chuddersProduct Tank Bristol
5. Create shortlist and pick a winner
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Proin pharetra ornare tincidunt.
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Vivamus ultricies eu augue a pretium.
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ullamcorper.

27. Grab templates from here…

28. Thank you
@chudders
James Chudley
Experience Director