1. Day 2: Product Vision

2. Overview
 Part 1: Every product needs a vision
 Part 2: The product vision board
 Part 3: How to use the product vision
board

3. Every project needs a vision

4. 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

5. 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?

6. Goal
 Clear overview of product
 Better presentation, pitch, alignment
within team
 Clearer statement towards customers,
partners, investors, …
 Limit scope, create focus
 Be more efficient

7. The product vision board

8. Product vision board

9. 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

10. Target group
What is their gender?

11. Target group
Where do they live?

12. Target group
Are they rich,
poor or in
between?

13. Target group
Are they
trendsetters
or old-
fashioned?

14. Target groupWhat is
their age?

15. Target group
What is their
intellectual
level?

16. 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

17. 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

18. Product
= what are your USP’s
 Mapped to needs & target groups
 Top 3-5 features / method
 Differentiators

19. Product

20. Value
= what is the value of your product to the
target groups (based in their needs)
 Money
 Emotion / feelings
 Business value
 Better, faster, cheaper, …

21. Value
It saves time,
better
performance

22. Value
More child
friendly than
others

23. Value
Better security,
more
thrustworthy

24. Value
More comfort,
higher usability

25. Value Cheaper, more
profits

26. Competitors and alternatives
= who will they compare you with
 Similar products / services
 How it’s done now
 Alternatives that can be used

27. Competitors and alternatives

28. 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

29. Vision statement
Dyson hot + cool
Fastest whole room heating in
winter. High velocity air to
cool in summer.

30. Vision statement
iPhone 5
Loving it is easy. That’s why
so many people do.

31. Vision statement
Microsoft Windows 8
More beautiful, more flexible,
more you. And very, very
fast.

32. How to use the product vision
board

33. 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.

34. Practical
 Use post-its!
 Start with the section you know best
 Iterate several times (now + later)
 Hang it in your office

35. Questions?