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Day 2: Product Vision
Overview
Part 1: Every product needs a vision
Part 2: The product vision board
Part 3: How to use the product vision
board
Every project needs a vision
A vision?
“Would you tell me, please, which way I ought to
go from here?"
"That depends a good deal on where you want
to get to."
"I don't much care where –"
"Then it doesn't matter which way you go.”
― Lewis Carroll, Alice in Wonderland
A vision?
= know where you’re going
= create the same product
People always have an idea in their head,
but is it the same as yours?
Goal
Clear overview of product
Better presentation, pitch, alignment
within team
Clearer statement towards customers,
partners, investors, …
Limit scope, create focus
Be more efficient
The product vision board
Product vision board
Target group
= who are you creating the product for
= who will use it & who will pay for it
The right size
Discoverable
Specific enough / not to specific
Several smaller groups / one large group
Target group
What is their gender?
Target group
Where do they live?
Target group
Are they rich,
poor or in
between?
Target group
Are they
trendsetters
or old-
fashioned?
Target group What is
their age?
Target group What is their
intellectual
level?
Needs
= which needs & wants of the target group is your product fulfilling
Mapped to target groups
Dig to the most basic need (5 why’s)
Difficult to find the exact need
Emotion
Needs
Need versus want
Antibiotic - People die without it
Aspirin - Makes people feel better
Vitamin - Prevents people to get sick
Homeopathy - Makes people believe they will get better
Product
= what are your USP’s
Mapped to needs & target groups
Top 3-5 features / method
Differentiators
Product
Value
= what is the value of your product to the target groups (based in their needs)
Money
Emotion / feelings
Business value
Better, faster, cheaper, …
Value
It saves time,
better
performance
Value
More child
friendly than
others
Value
Better security,
more
thrustworthy
Value
More comfort,
higher usability
Value Cheaper, more
profits
Competitors and alternatives
= who will they compare you with
Similar products / services
How it’s done now
Alternatives that can be used
Competitors and alternatives
Vision statement
= short sentence to give a first impression
Granny proof!
What – why – who – how
1-2 sentence introduction
Remember it
What the world will look like if you’ve changed
it
Vision statement
Dyson hot + cool
Fastest whole room heating in
winter. High velocity air to
cool in summer.
Vision statement
iPhone 5
Loving it is easy. That’s why
so many people do.
Vision statement
Microsoft Windows 8
More beautiful, more flexible,
more you. And very, very
fast.
How to use the product vision
board
Goal
One look at the product vision board
should explain most of your product.
One look should be enough to get a rough
idea of what you’re doing.
Practical
Use post-its!
Start with the section you know best
Iterate several times (now + later)
Hang it in your office
Questions?
