The document outlines a process for designing a product experience vision at scale. It discusses researching user needs, defining success metrics, ideating future experiences, roadshowing the vision to stakeholders, iterating based on feedback, and translating the vision into an action plan. The goal is to align teams on an inspiring long-term vision for improving the customer experience and meeting business goals. An example vision is provided for helping employees manage their company equity to build wealth through ownership.

1. Designing a product
experience vision at scale
Julie Xu
Senior product designer at Carta

2. Hi,I’mJulie
SanFrancisco
SeniorproductdesigneratCarta
‍DesigncoachatRethink

3. Company
Employee
Employee
Company
Employee
Employee

6. Versioning vs. Visioning

7. What’s a fast, feasible
way to make an
improvement?
Versioning

8. What’s the ideal end to
end user experience? Visioning

9. Best companies foster emotional loyalty

10. What’s a product
experience vision?

11. Vision is “where” your
product experience is
heading toward and its
impact on the world.

12. Business vision
Create more owners

13. Product vision for employee
Help employees proactively manage their equity, so
they can build their wealth through ownership

14. An visualizes the
story of how a customer is impacted by
your product experience in the future.
experience vision

16. Why a product experience vision is useful
Alignment Think big 11-star user
experience

17. Designing an experience
vision for your product

18. The right team
Core team
Designers
PMs

20. Visioning process
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

21. Research
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

22. Researchtounderstandtheproblem

23. Competitive analysis

24. User journey map

25. Define
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

26. Vision plan doc
Problem statement
Who we are building fo
Goals and what success looks lik
Plan with timelines and deliverables

27. Alignonthecoreproblem

29. Define what success looks like
Business User

30. Businessmetric
Increasevolumeoftrafficto
newproductsandkeyareas
oftheexperience

31. Experienceoutcome
EmployeesnavigateCartato
completetheirtopJTBDwith
ease.
[User][action][outcome]

32. Top Jobs To be Done (JTBD)

33. Top Jobs To be Done (JTBD)

34. Ideate
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

35. A visual, memorable story to show
the future customer experience.

36. Proofofconcepttoillustratekeythemes

39. Roadshow
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

40. Roadshow
Employee
Executiveteam
Ink
Public
CartaX
Cartatotal
compensation
Investor
Services

41. Craft the vision story

42. Personalize presentation

43. Us
Them
vs.

44. Designing the vision together

45. Iterate and test
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

46. User testing

47. Translate into action
Research
Immerse in problem space
2. Define
What success looks like
3. Ideate
Design many possibilities
4. Roadshow
Share with key stakeholders
5. Iterate and test
Feedback and user testing
6. Translate into action
Create roadmap items

48. Vision --> Roadmap Milestones

50. Organizations are measured by
the customer experience they
create for every customer.
at scale
- Jeff Lawson, CEO of Twilio

51. Thank you
Twitter: juliexu_
Linkedin: jyxu