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.

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. 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. 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.