The document emphasizes the significance of a clear and meaningful product vision in guiding business strategy and design. It proposes visioneering techniques and strategic questions to aid in creating experience vision and highlights the importance of aligning design with business objectives. The discussion includes an example of a product vision statement tailored for a specific target customer.

2. The Importance of
Vision for Product
Design
A clear and meaningful vision of the future to
which a business is aspiring will help guides
actions and decisions. Let’s talk about
strategy and vision and introduce some
visioneering techniques that can help facilitate
discussions around creating experience
Vision.
Created by Itamar Medeiros @designative www.designative.info
#letstalkdesignstrategy

3. #letstalkdesignstrategy
Created by Itamar Medeiros www.designative.info
@designative
Six Strategic Questions, adapted from “Strategy Blueprint” in Mapping Experiences: A Guide to Creating Value through
Journeys, Blueprints, and Diagrams (Kalbach, 2020).

4. #letstalkdesignstrategy
The product vision
communicates why
you are building
something and what
the value proposition
is for the customer.
Perri, M. (2019). Escaping the build trap. Sebastopol, CA: O’Reilly Media.
Created by Itamar Medeiros www.designative.info
@designative

5. #letstalkdesignstrategy
A clear and
meaningful vision will
help guide actions and
decisions and helps to
promote consistency
of purpose.
Kourdi, J. (2015). Business Strategy: A guide to effective decision-making. New York, NY: PublicAffairs.
Created by Itamar Medeiros www.designative.info
@designative

6. #letstalkdesignstrategy
Created by Itamar Medeiros www.designative.info
@designative
Garrett, J., (2010), “The Elements of User Experience: User-Centered Design for the Web and Beyond”,
192 pages, Publisher : New Riders (16 Dec. 2010)

7. #letstalkdesignstrategy
If designers want to
influence and translate
strategy in ways that drive
design vision forward,
they must become both
business-savvy analysts
and synthesizers.
McCullagh, K., “Strategy for the Real World” in Building Design Strategy: Using Design to Achieve Key
Business Objectives, Lockwood, T., Walton, T., (2008)”
Created by Itamar Medeiros www.designative.info
@designative

8. #letstalkdesignstrategy
For: [target customer]
Who: [target customer’s
needs/identifiable problem]
The: [product name]
Is a: [product category]
That: [product
benefit/reason to buy]
Unlike: [competitors]
Our product:
[differentiators]
For the business user [target
customer] who needs to be
productive in the office and on the
go [identifiable problem], the
Surface is a convertible table
[product category] that is easy to
carry and gives you full computing
productivity no matter where you
are [benefit].
Unlike laptops [competitors],
Surface serves your on-the-go
needs without having to carry an
extra device [differentiator].
Product Vision Building Blocks Product Vision Example
Created by Itamar Medeiros www.designative.info
@designative
Lombardo, C. Todd, Connors Michael Csc, Bruce McCarthy, and Evan Ryan. 2017. Product Roadmaps
Relaunched. Sebastopol, CA: O’Reilly Media

9. #letstalkdesignstrategy
People Do
What People See
Maxwell, J. C. (2007). "The Law of the Picture" in The 21 irrefutable laws of leadership:
Follow them and people will follow you (10th Anniversary Edition). HarperCollins Leadership
Created by Itamar Medeiros www.designative.info
@designative

10. #letstalkdesignstrategy
A vision is the
headline to a
much richer story
about your future.
It’s an anchor to
the bigger story
Pijl, P. van der, Lokitz, J., Solomon, L. K., Van der Plujm, E., & Van Lieshout, M. (2016).
Design a better business: New tools, skills, and mindset for strategy and innovation.
Hoboken, New Jersey: John Wiley & Sons.
Created by Itamar Medeiros www.designative.info
@designative

11. #letstalkdesignstrategy
Thank you!
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Created by Itamar Medeiros www.designative.info
@designative