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1. Software Engineering
Prof.Dr.ir. F. Gielen
The Vision Workshop
Vakgroep Informatietechnologie – IBCN

2. What is a vision ?
 Vision |ˈ vɪʒ (ə)n|
[ mass noun ] the ability to think about or plan
the future with imagination or wisdom: the
organization had lost its vision and direction.
 Project Vision
The project vision describes why the project is
being undertaken and what the desired end
state is. The goal of a vision is team
alignment.
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 2

3. Why do we need a vision ?
 From an idea to a product or service
definition that you can implement.
 Scrum (Agile development):
“Every Scrum project needs a product vision
that acts as the project’s true north, sets the
direction and guides the Scrum team. It is the
overarching goal everyone must share –
Product Owner, ScrumMaster, team,
management, customers and other
stakeholders.”
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 3

4. What needs to be in the vision?
1. Who is going to buy the product? Who is the
target customer?
2. Which customer needs will the product
address?
3. Which product qualities or attributes are
critical to satisfy the needs selected, and
therefore for the success of the product?
4. How does the product compare against
existing products, both from competitors and
the same company? What are the product’s
unique selling points?
5. What is the target timeframe and budget to
develop and launch the product?
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 4

5. How do we use a vision?
Idea NABC Project Business
Vision Model
External: Internal: Run the
Elevator Drive the
Pitch Team
Business
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 5

6. Project Vision (1/3)
1. Mission: What will we do and why ?
A 2 sentence summary project description and why
you are doing it.
2. Customers & Benefits:
1. Who are the customers ?
Who are leading customers ?
What are the market segments ?
Who are end users ?
2. What are the primary benefits for them ?
What problems do they have ?
What is your solution ?
How can their solution help them (make money) ?
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 6

7. Project Vision (2/3)
3. Value perceived by the customer ?
 Clear, compelling messages that state why you
are different from the competition and worth
buying.
 This is the quality of the system the user pays for.
QUALITY ATTRUBUTES
 These qualities should be expressed in a
quantified, measurable and testable way.
 Examples:
 Usability
 Security
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 7

8. Project Vision (3/3)
4. Key Technology & Features:
 Priority features to get to market early (MVP –
top 3)
 Product Functionality
 Technology that will be used (constraints)
5. Crucial product factors:
 Operational requirements
6. Financials:
 Economics: cost only
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 8

9. Vision Workshop
 Goal: Create the Vision Statement
 Entire team participates – up to 10 people
 Max duration: 2-3 hrs
 15 minutes intro: process
 10 minutes per topic – brainstorm mode
 Brainstorm = No criticism
 10 minutes review per topic
 Iterative
 Consolidate
 Be prepared:
 Room, flipchart,…
 Read documentation
 Different roles:
 Moderator
 Scribe
 Timekeeper
 OUTPUT:
 2 pages
Vakgroep Informatietechnologie – Onderzoeksgroep IBCN p. 9