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D4D Tools - The Visioning Tool

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From Intuit's Design for Delight (D4D) resource center on Intuit Labs: The Visioning Tool.

Use this to help evaluate your ideas and narrow down your focus.

Publicada em: Design
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D4D Tools - The Visioning Tool

  1. 1. VISIONING When to use it • You need to articulate and align your team on an inspiring overarching vision. • You need to bring deeper meaning to an existing vision statement. Time About 90 minutes or more Why use it • To establish the emotional connection to why this outcome is important for you and your team. • To understand the relationship between current state and where you want to be. How to use it 1. Review the Vision Elements and Examples, your insights and any prior attempts to create visions. 2. Gather the team and break into pairs. Take the Who / Who Not section on the top of the Vision Poster and have pairs fill out that section separately. Then, share what they wrote with the whole team. Combine the versions into one version that captures the team’s perspective. 3. Fill out the Current Reality Tool individually. Have each person transfer the top four on their list of current reality onto individual sticky notes. Post those notes as a team. Synthesize and fill in the Pain Point and Insight section of the Vision poster. 4. Have each person transfer the top four on the right (vision, future state, wish) side of the current reality tool onto individual sticky notes. Post those notes as a team. Synthesize and fill in the Insight that makes you believe section of the Vision Poster. 5. Have individual team members write a vision statement. Share out. Circle the words and phrases that the team likes best. Rewrite into one statement. TIP: If the vision statement itself is too long and complicated, try using the six word story approach to tighten up to a memorable and clear statement. DESIGN FOR DELIGHT Rapid experiments with customers IntuitLabs.com | @Intuit 1 © Intuit
  2. 2. 6. Get back into pairs. Take the durable advantage section on the top of the vision worksheet and have pairs fill out that section separately. Then, share what they wrote with the whole team. combine the versions into one version that captures the team’s perspective. 7. Once the vision worksheet is filled out, use the Vision Articulation poster from the Current-Future Reality method (the one with looks like, sounds like, feels like). This will help the team internalize the vision, connect with it emotionally, and establish a creative tension to drive the team towards attaining the vision. 8. Revisit and evolve over time... not straying from the intention of the vision, but helping to crystallize it as you learn more. Tips • Focus on creating the right creative tension between current state and the vision you want to achieve. If they are too far apart, the vision may be unrealistic. If they are too close, the vision may lack the ability to achieve your outcome. • Looks Like are observable behaviors, Sounds Like are quotes, and Feels Like are emotions. • Great vision statements are: - Brave, aspirational, and ambitious - Simple, memorable, and inspiring - Describe our impact on the world, not the rewards we hope to receive At Intuit, we believe our Design for Delight (D4D) approach can make innovators 20x more effective. Three key principles make up D4D: deep customer empathy, going broad to go narrow, and rapid experiments with customers. Now go and create some awesome experiences that delight your customers. © Intuit 2 IntuitLabs.com | @Intuit
  3. 3. PRODUCT DESIGN PRINCIPLES WHAT EMOTION do you want the person to feel? What SPECIFICALLY are we doing to make a STEP RATE CHANGE in ease? How SIGNIFICANT is the BENEFIT that we are delivering - in MEASURABLE terms? How does it go BEYOND EXPECTATIONS? IN ADDITION... What is the STARTING POINT. What are we NOT doing? Be clear on what makes this product awesome, what not to compromise on. VISION HEADLINE POSITIVE EMOTION EASE BENEFIT I CARE ABOUT WHO has the biggest pain? Be specific and narrow. WHO are you NOT designing for? What is the insight that MAKES YOU BELIEVE you can solve the problem? What is her BIGGEST PAIN POINT or OPPORTUNITY you are focused on? What is the INSIGHT that leads you to focus here? Be inspiring, specific, and customer-back. Is there a NETWORK EFFECT? If yes, use another template to create a vision for the other side of the network.

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