Product Visioning: A Proven Method for Product Planning and Prioritization

PRODUCT VISIONING: A PROVEN METHOD FOR PRODUCT PLANNING AND PRIORITIZATION

CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI

www.perfettimedia.com 1

The Product Visioning Workshop

WHAT IS SUCCESS?

Create a 3-5 year vision of the experience users will have with your product or services


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


PRODUCT VISIONING STEPS

Planning: • Collect business requirements from stakeholders• Identify user needs through in-depth research

Visioning• Ideate and collaborate on a vision • Identify the best opportunities for achieving the vision

Prioritization• MoSCoW (Must Have, Should Have, Could Have)• Voting on features and product opportunities

START WITH PLANNING


INVOLVE THE 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


USER RESEARCH

• Observe users in their natural environment• Understand users’ pain points• Get the team immersed


THE JOURNEY MAP

Opportunity to innovate

STEPS IN THE USER JOURNEY


PRODUCT VISIONING

GOALS OF THE VISIONING 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

• Brainstorm and prioritize the requirements and strategies for delivering on the product vision

•Prevent silos across product lines


THE WORKSHOP AGENDA

1. Set the context

2. Establish the product vision

3. Identify opportunities to achieve the vision

SET THE CONTEXT

• Review 3-5 year strategic objectives• Present the competitive landscape• Summarize the user research


REVIEW THE USER RESEARCH

Attributes of the persona


ESTABLISH THE PRODUCT VISION

• Converge on a 3-5 year product vision

• Prioritize opportunities to improve the user experience


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!

PRESENT & CRITIQUE


ITERATE FOR 2-3 MORE ROUNDS

THE RESULT: CONVERGENCE OF TEAMS


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!

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?


THE KJ

PRIORITIZATION


MoSCoW VOTING

VOTING ON PRIORITIES

Business valueUser valueEffort


THANK YOU!

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Product Visioning: A Proven Method for Product Planning and Prioritization