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THE PRODUCT VISIONING WORKSHOP
A Proven Method for Product Planning and Prioritization
CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI
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The Product Visioning Workshop
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WHAT IS SUCCESS?
Create a 3-5 year vision of the experience users will have with your product
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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
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HOW DO WE GET THERE?
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THE PLANNING STAGE
Start with Research
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INVOLVE THE STAKEHOLDERS
• Senior management• Product• UX• Engineering• Marketing• Sales • Support
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WHAT DO THEY KNOW TODAY?
• Strategic objectives• Short and long-term business goals• User data• Competitive research• Market size• Vision
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USER RESEARCH
•Observe users in the natural environment•Understand users’ pain points•Get the team immersed
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CREATE PERSONAS
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THE PRODUCT VISIONINGWORKSHOP
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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
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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?
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THE AGENDA
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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
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DAY 1:Set the Context
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SET THE CONTEXT
• Review 3-5 year strategic objectives• Present the competitive landscape• Summarize the user research
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SET THE CONTEXT
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THE PERSONAS
Attributes of the persona
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THE JOURNEY MAPSTEPS IN THE USER JOURNEY
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DAY 2:Establish the Product Vision
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ESTABLISH THE PRODUCT VISION
• Converge on a 3-year product vision
• Prioritize opportunities to improve the user experience
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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
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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!
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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?
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ITERATE FOR 2-3 MORE ROUNDS
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THE RESULT: CONVERGENCE OF TEAMS
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DAY 3:Identify the Opportunities for Achieving the Vision
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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!
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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?
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THE KJ
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STEP 1: LIST OPPORTUNITIES
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STEP 2: GROUP THE STICKY NOTES
No talking
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STEP 3: NAME THE GROUPS
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STEP 4: RANK THE GROUPS
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STEP 5: VOTE
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STEP 6: ORDER AND DISCUSS GROUPS
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ADVANTAGE OF METHOD
• All stakeholders contribute
• Prevents too much influence from select team members
• Identifies top product priorities that align with the vision
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DAY 4:Prioritize the Product Opportunities to Tackle
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PRIORITIZE THE ROADMAP OPPORTUNITIES
• MoSCoW voting
• Rate the opportunity or feature
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MoSCoW Voting for High-Level Priorities
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Voting on features and priorities
Business valueUser valueEffort
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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
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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
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THANK YOU!
• Product and UX coaching• Product ideation and strategy
workshops• Consulting
Twitter: @cperfettiWeb: perfettimedia.com
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