Why and How to use a Vision Tree

1. CommunNovate.net 2013
BUILDING A VISION TREE
AUTHOR: SHARON DON
DATE:07/06/2012

2. CommunNovate.net 2013
USER CENTRED DESIGN APPROACH
2. Discovery
3. Design
Foundation
6. Release5. Build
4. Design
Detail
1. Envision
Align the
agendas of all
stakeholders
Clarify
organiaztional
strategy
Present value
of extreme
usability
Develop a
clear shared
vision
Observe &
interview
users
Define
high level
requirements
Develop a
conceptual
design
Create a key-
screen
prototype
Test usability
of basic
design
Flesh out high
level design
Develop out
specification
Maintain a
quick review
cycle
Manage late
stage changes
Develop a
roll-out plan
Support users
transition to
the new
service
Evaluate
process and
document
lessons
learned

3. CommunNovate.net 2013
ENVISION
• Every project needs a single vision. Projects start out as ideas focused on results.
Somewhere in the transition from idea to project, the vision of a better future often
gets lost.
• During the Ideation & Concept phase of a project or program, it is important to
develop a clear & simple, shared vision.
• The Vision Tree is used to define & communicate the project proposition & purpose,
end user problem statements, jobs to be done and high level user stories.
• The business owner must unify and promote the business vision within the project
team so everyone is unified in their understanding of the project purpose, context and
desired outcomes (value). As an owner, this person must take accountability for the
project outcomes.
Why the Vision Tree?

4. CommunNovate.net 2013
ELEVATOR PITCH
What?
Vision
Product Purpose Why?
Problems
statements from
customer
perspective
What?
Jobs to do
to solve customer problems
How?
Product Construct
Solutions
Why?
User Stories
Insight: A day in my life
So What?
Customer
Proposition
Is this really what I
want?
Validate concept with Customer Insights
The Vision Tree is the most important element in shaping, defining &
communicating any idea that we bring to the table.
It articulates value and meaning in customer language on a single 1-page. Post
it prominently and involve your visionaries in planning and demos
Target Users
Customer Insights
Likelihood to uptake & use
Addressable market
Competitive landscape
POC
Testing

5. CommunNovate.net 2013
I don’t know the
process to
complete this
document, or
where to start
Problem
solve, rather
than follow a
process
Define your
target
audience/
users/
customers
Keep it
simple with a
maximum of
3 user
problem
statements
or break it
down further
Start with
what you
know (straw-
man) and
build out
from there.
We keep
going
around in
circles – we
can’t land it
Cant land a
vision, cant
validate
user stories?
Stop
All elements
must align
to support
the vision –
if not change
the vision
Collaborate -
brainstorm,
constructively
challenge &
iterate to
shape and
define
If you cant land
a vision, stop or
change the
vision
Two heads
are better
than one -
test your idea
within the
team to
validate end
user value
Convey context
& common
meaning to
everyone in
your
development
team
Semantics
- words
can get in
the way
of
meaning
Visualise!
Explore
how other
teams have
used the
Vision tree -
Case
Studies
Why should
I use this? I
can already
define a
proposition
CORE VALUE PROPOSITION –
Vision Trees are used to define & share a unified vision,
demonstrate value from an end users perspective, & provide
context & meaning to development teams.
Purpose –
Problem statement from a
user perspective / Insight
Jobs to be Done
L3 Key functions that will
resolve each problem
statement
Key functions also form the
basis for use cases
L2 Problem statement and
Jobs to be done
How to define a problem?
• Keep it simple
• Define the problem as
personal…Whose problem?
• Create statements that can
be tested
• Use phrases like : “How
might we…?”
HOW TO CREATE A VISION TREE
L1 Vision statement

6. CommunNovate.net 2013
Define your
target
audience/
users/
customers
Keep it
simple with a
maximum of
3 user
problem
statements
or break it
down further
Start with
what you
know (straw-
man) and
build out
from there.
Cant land a
vision, cant
validate
user stories?
Stop
All elements
must align
to support
the vision –
if not change
the vision
Collaborate -
brainstorm,
constructively
challenge &
iterate to
shape and
define
Two heads
are better
than one -
test your idea
within the
team to
validate end
user value
Semantics
- words
can get in
the way
of
meaning
Visualise!
Explore
how other
teams have
used the
Vision tree -
Case
Studies
L3 Key functions that will
resolve each problem
statement
Key functions also form the
basis for use cases
HOW TO CREATE A VISION TREE
L4 User Stories
As a <USER>, I want to
<Function> so that <Value>
Use to estimate capability,
time, cost, & value
prioritization
Add user stories to backlog
in agile projects
As a Designer, I need to
understand the target
audience so the team
creates a solution that fits
the customers needs.
As a Designer, I don’t want
too many problem
statements or jobs to be
done so the vision and
solutions stays simple
enough for the whole
team to understand.
As a Product manager,
I want to start the
Vision tree based on
what I already know,
so that our team can
collaborate to fill the
gaps.
As a Product Manager or
Designer I want my team
members to collaborate
together so they can
leverage their collective
expertise and experience
to validate assumptions
and develop optimal
solutions.
As a Product manager I
want the team to
understand the Product
proposition, purpose
and context so they
develop a solution that
meets my customers
needs.
As a Designer, I want to
challenge the Business
Owners assumptions so
the team doesn’t waste
time and money
developing lame
products.
As a designer I want to be
able to test my designs
and ideas with my team
so I can create better,
more usable designs
As a team member I
want to understand
project goals in the
fastest simplest
possible way.

7. CommunNovate.net 2013
WHAT NEXT?
• Your vision should be validated
• Conceptual testing can improve and tweak the vision
• The vision should be used as a guide throughout the project
• May be used within Agile or waterfall

8. CommunNovate.net 2013
SUMMARY:
It’s not about the document – it’s about the thinking …
• Leverage from experienced “vision tree” experts!
• Structure is less important that content (which is why it is hard!)
• Test, Validate and improve the vision as you progress

9. CommunNovate.net 2013
WANT TO LEARN MORE?
Human Centred Design Thinking approaches maximize customer value.
• Strategy Definition
• Customer Insights , Customer/User Experience strategy
• Target Customer/User & Channels
• Value Propositions, Prioritization & Planning
• Collaboration & Agility: Visioning for Value, Personnas, User Stories/Use cases,
Information Architecture, Prototyping, Testing, Iteration, Production
• Business Process Design & Organisational Structure
• Feedback & Analysis
Contact Sharon Don @ CommunNovate.net to learn more about Human centred,
Design Thinking approaches to Innovation and Transformation