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THE PRODUCT VISIONING
WORKSHOP
A Proven Method for Product Planning
and Prioritization
CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI
© Perfetti Media 2015 www.perfettimedia.com 1
© Perfetti Media 2015 www.perfettimedia.com 2
The Product Visioning Workshop
© Perfetti Media 2015 www.perfettimedia.com 3
WHAT IS SUCCESS?
Create a 3-5 year vision of the experience
users will have with your product
© Perfetti Media 2015 www.perfettimedia.com 4
THE IMPORTANCE OF A VISION
• Drives product decisions
• Provides a destination for the team to stay
on-course
• Gets the entire team on the same page
• Inspires and motivates
© Perfetti Media 2015 www.perfettimedia.com 5
HOW DO WE GET THERE?
© Perfetti Media 2015 www.perfettimedia.com 6
© Perfetti Media 2015 www.perfettimedia.com 7
THE PLANNING STAGE
Start with Research
© Perfetti Media 2015 www.perfettimedia.com 8
INVOLVE THE STAKEHOLDERS
• Senior management
• Product
• UX
• Engineering
• Marketing
• Sales
• Support
© Perfetti Media 2015 www.perfettimedia.com 9
© Perfetti Media 2015 www.perfettimedia.com 10
WHAT DO THEY KNOW TODAY?
•Strategic objectives
•Short and long-term business goals
•User data
•Competitive research
•Market size
•Vision
© Perfetti Media 2015 www.perfettimedia.com 11
USER RESEARCH
•Observe users in the natural environment
•Understand users’ pain points
•Get the team immersed
© Perfetti Media 2015 www.perfettimedia.com 12
© Perfetti Media 2015 www.perfettimedia.com 13
CREATE PERSONAS
© Perfetti Media 2015 www.perfettimedia.com 14
THE PRODUCT VISIONING
WORKSHOP
© Perfetti Media 2015 www.perfettimedia.com 15
GOALS OF THE WORKSHOP
• Establish a product vision
• 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
• Prevent silos across product lines
© Perfetti Media 2015 www.perfettimedia.com 16
THE LOGISTICS
• Invite all product stakeholders
• Set aside a minimum of three days 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?
© Perfetti Media 2015 www.perfettimedia.com 17
THE AGENDA
© Perfetti Media 2015 www.perfettimedia.com 18
THE WORKSHOP AGENDA
Day 1:
Set the context
Day 2:
Establish the product vision
Day 3:
Identify business and user opportunities to achieve the vision
Day 4:
Prioritize the roadmap opportunities
© Perfetti Media 2015 www.perfettimedia.com 19
DAY 1:
Set the Context
© Perfetti Media 2015 www.perfettimedia.com 20
SET THE CONTEXT
• Review 3-5 year strategic objectives
• Present the competitive landscape
• Summarize the user research
© Perfetti Media 2015 www.perfettimedia.com 21
SET THE CONTEXT
© Perfetti Media 2015 www.perfettimedia.com 22
THE PERSONAS
Attributes of the
persona
© Perfetti Media 2015 www.perfettimedia.com 23
THE JOURNEY MAP
STEPS IN THE USER JOURNEY
© Perfetti Media 2015 www.perfettimedia.com 24
DAY 2:
Establish the Product Vision
© Perfetti Media 2015 www.perfettimedia.com 25
© Perfetti Media 2015 www.perfettimedia.com 26
ESTABLISH THE PRODUCT VISION
• Converge on a 3-year product vision
• Prioritize opportunities to improve the user
experience
© Perfetti Media 2015 www.perfettimedia.com 27
© Perfetti Media 2015 www.perfettimedia.com 28
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
© Perfetti Media 2015 www.perfettimedia.com 29
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!
© Perfetti Media 2015 www.perfettimedia.com 30
PRESENT & 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?
© Perfetti Media 2015 www.perfettimedia.com 31
ITERATE FOR 2-3 MORE ROUNDS
© Perfetti Media 2015 www.perfettimedia.com 32
THE RESULT: CONVERGENCE OF TEAMS
© Perfetti Media 2015 www.perfettimedia.com 33
DAY 3:
Identify the Opportunities for
Achieving the Vision
© Perfetti Media 2015 www.perfettimedia.com 34
IDENTIFY THE BUSINESS AND USER
OPPORTUNITIES
• Based on the best ideas from the visioning exercise, create and
prioritize a list of opportunities and pain points to tackle
• Don’t jump to features too quickly!
© Perfetti Media 2015 www.perfettimedia.com 35
THE FOCUS QUESTION
In order to reach our vision, what do we need to
provide to our users to achieve a best-in-class
experience?
© Perfetti Media 2015 www.perfettimedia.com 36
THE KJ
© Perfetti Media 2015 www.perfettimedia.com 37
STEP 1: LIST OPPORTUNITIES
© Perfetti Media 2015 www.perfettimedia.com 38
STEP 2: GROUP THE STICKY NOTES
No talking
© Perfetti Media 2015 www.perfettimedia.com 39
STEP 3: NAME THE GROUPS
© Perfetti Media 2015 www.perfettimedia.com 40
STEP 4: RANK THE GROUPS
© Perfetti Media 2015 www.perfettimedia.com 41
STEP 5: VOTE
© Perfetti Media 2015 www.perfettimedia.com 42
STEP 6: ORDER AND DISCUSS GROUPS
© Perfetti Media 2015 www.perfettimedia.com 43
ADVANTAGE OF METHOD
• All stakeholders contribute
• Prevents too much influence from select team members
• Identifies top product priorities that align with the vision
© Perfetti Media 2015 www.perfettimedia.com 44
DAY 4:
Prioritize the Product
Opportunities to Tackle
© Perfetti Media 2015 www.perfettimedia.com 45
PRIORITIZE THE ROADMAP
OPPORTUNITIES
•MoSCoW voting
•Rate the opportunity or feature
© Perfetti Media 2015 www.perfettimedia.com 46
MoSCoW Voting for High-Level Priorities
© Perfetti Media 2015 www.perfettimedia.com 47
Voting on features and priorities
Business value
User value
Effort
© Perfetti Media 2015 www.perfettimedia.com 48
NEXT STEPS
• Product team reviews findings
• Prioritize opportunities in a product roadmap, if they have one
• Allocate resources to the opportunities in upcoming sprints
• Product team creates a deliverable to communicate the vision
out to the team
© Perfetti Media 2015 www.perfettimedia.com 49
THE PRODUCT VISIONING WORKSHOP
• 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
© Perfetti Media 2015 www.perfettimedia.com 50
THANK YOU!
• Product and UX coaching
• Product ideation and strategy
workshops
• Consulting
Twitter: @cperfetti
Web: perfettimedia.com
© Perfetti Media 2015 www.perfettimedia.com 51

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The Product Visioning Workshop: A Proven Method for Product Planning and Prioritization

  • 1. THE PRODUCT VISIONING WORKSHOP A Proven Method for Product Planning and Prioritization CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI © Perfetti Media 2015 www.perfettimedia.com 1
  • 2. © Perfetti Media 2015 www.perfettimedia.com 2
  • 3. The Product Visioning Workshop © Perfetti Media 2015 www.perfettimedia.com 3
  • 4. WHAT IS SUCCESS? Create a 3-5 year vision of the experience users will have with your product © Perfetti Media 2015 www.perfettimedia.com 4
  • 5. THE IMPORTANCE OF A VISION • Drives product decisions • Provides a destination for the team to stay on-course • Gets the entire team on the same page • Inspires and motivates © Perfetti Media 2015 www.perfettimedia.com 5
  • 6. HOW DO WE GET THERE? © Perfetti Media 2015 www.perfettimedia.com 6
  • 7. © Perfetti Media 2015 www.perfettimedia.com 7
  • 8. THE PLANNING STAGE Start with Research © Perfetti Media 2015 www.perfettimedia.com 8
  • 9. INVOLVE THE STAKEHOLDERS • Senior management • Product • UX • Engineering • Marketing • Sales • Support © Perfetti Media 2015 www.perfettimedia.com 9
  • 10. © Perfetti Media 2015 www.perfettimedia.com 10
  • 11. WHAT DO THEY KNOW TODAY? •Strategic objectives •Short and long-term business goals •User data •Competitive research •Market size •Vision © Perfetti Media 2015 www.perfettimedia.com 11
  • 12. USER RESEARCH •Observe users in the natural environment •Understand users’ pain points •Get the team immersed © Perfetti Media 2015 www.perfettimedia.com 12
  • 13. © Perfetti Media 2015 www.perfettimedia.com 13
  • 14. CREATE PERSONAS © Perfetti Media 2015 www.perfettimedia.com 14
  • 15. THE PRODUCT VISIONING WORKSHOP © Perfetti Media 2015 www.perfettimedia.com 15
  • 16. GOALS OF THE WORKSHOP • Establish a product vision • 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 • Prevent silos across product lines © Perfetti Media 2015 www.perfettimedia.com 16
  • 17. THE LOGISTICS • Invite all product stakeholders • Set aside a minimum of three days 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? © Perfetti Media 2015 www.perfettimedia.com 17
  • 18. THE AGENDA © Perfetti Media 2015 www.perfettimedia.com 18
  • 19. THE WORKSHOP AGENDA Day 1: Set the context Day 2: Establish the product vision Day 3: Identify business and user opportunities to achieve the vision Day 4: Prioritize the roadmap opportunities © Perfetti Media 2015 www.perfettimedia.com 19
  • 20. DAY 1: Set the Context © Perfetti Media 2015 www.perfettimedia.com 20
  • 21. SET THE CONTEXT • Review 3-5 year strategic objectives • Present the competitive landscape • Summarize the user research © Perfetti Media 2015 www.perfettimedia.com 21
  • 22. SET THE CONTEXT © Perfetti Media 2015 www.perfettimedia.com 22
  • 23. THE PERSONAS Attributes of the persona © Perfetti Media 2015 www.perfettimedia.com 23
  • 24. THE JOURNEY MAP STEPS IN THE USER JOURNEY © Perfetti Media 2015 www.perfettimedia.com 24
  • 25. DAY 2: Establish the Product Vision © Perfetti Media 2015 www.perfettimedia.com 25
  • 26. © Perfetti Media 2015 www.perfettimedia.com 26
  • 27. ESTABLISH THE PRODUCT VISION • Converge on a 3-year product vision • Prioritize opportunities to improve the user experience © Perfetti Media 2015 www.perfettimedia.com 27
  • 28. © Perfetti Media 2015 www.perfettimedia.com 28
  • 29. 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 © Perfetti Media 2015 www.perfettimedia.com 29
  • 30. 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! © Perfetti Media 2015 www.perfettimedia.com 30
  • 31. PRESENT & 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? © Perfetti Media 2015 www.perfettimedia.com 31
  • 32. ITERATE FOR 2-3 MORE ROUNDS © Perfetti Media 2015 www.perfettimedia.com 32
  • 33. THE RESULT: CONVERGENCE OF TEAMS © Perfetti Media 2015 www.perfettimedia.com 33
  • 34. DAY 3: Identify the Opportunities for Achieving the Vision © Perfetti Media 2015 www.perfettimedia.com 34
  • 35. IDENTIFY THE BUSINESS AND USER OPPORTUNITIES • Based on the best ideas from the visioning exercise, create and prioritize a list of opportunities and pain points to tackle • Don’t jump to features too quickly! © Perfetti Media 2015 www.perfettimedia.com 35
  • 36. THE FOCUS QUESTION In order to reach our vision, what do we need to provide to our users to achieve a best-in-class experience? © Perfetti Media 2015 www.perfettimedia.com 36
  • 37. THE KJ © Perfetti Media 2015 www.perfettimedia.com 37
  • 38. STEP 1: LIST OPPORTUNITIES © Perfetti Media 2015 www.perfettimedia.com 38
  • 39. STEP 2: GROUP THE STICKY NOTES No talking © Perfetti Media 2015 www.perfettimedia.com 39
  • 40. STEP 3: NAME THE GROUPS © Perfetti Media 2015 www.perfettimedia.com 40
  • 41. STEP 4: RANK THE GROUPS © Perfetti Media 2015 www.perfettimedia.com 41
  • 42. STEP 5: VOTE © Perfetti Media 2015 www.perfettimedia.com 42
  • 43. STEP 6: ORDER AND DISCUSS GROUPS © Perfetti Media 2015 www.perfettimedia.com 43
  • 44. ADVANTAGE OF METHOD • All stakeholders contribute • Prevents too much influence from select team members • Identifies top product priorities that align with the vision © Perfetti Media 2015 www.perfettimedia.com 44
  • 45. DAY 4: Prioritize the Product Opportunities to Tackle © Perfetti Media 2015 www.perfettimedia.com 45
  • 46. PRIORITIZE THE ROADMAP OPPORTUNITIES •MoSCoW voting •Rate the opportunity or feature © Perfetti Media 2015 www.perfettimedia.com 46
  • 47. MoSCoW Voting for High-Level Priorities © Perfetti Media 2015 www.perfettimedia.com 47
  • 48. Voting on features and priorities Business value User value Effort © Perfetti Media 2015 www.perfettimedia.com 48
  • 49. NEXT STEPS • Product team reviews findings • Prioritize opportunities in a product roadmap, if they have one • Allocate resources to the opportunities in upcoming sprints • Product team creates a deliverable to communicate the vision out to the team © Perfetti Media 2015 www.perfettimedia.com 49
  • 50. THE PRODUCT VISIONING WORKSHOP • 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 © Perfetti Media 2015 www.perfettimedia.com 50
  • 51. THANK YOU! • Product and UX coaching • Product ideation and strategy workshops • Consulting Twitter: @cperfetti Web: perfettimedia.com © Perfetti Media 2015 www.perfettimedia.com 51