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

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

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

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

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

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

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

46. PRIORITIZE THE ROADMAP OPPORTUNITIES •MoSCoW voting •Rate the opportunity or feature © Perfetti Media 2015 www.perfettimedia.com 46

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

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