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The Product Visioning Workshop: A Proven Method for Product Planning and Prioritization
The document outlines a structured approach to conducting a product visioning workshop aimed at aligning stakeholders and defining a product vision over a 3-5 year span. It emphasizes the importance of understanding user needs and business goals, involving diverse team members in ideation, and prioritizing features that align with the product vision. The workshop includes activities over four days to set context, establish the product vision, identify opportunities, and prioritize the roadmap for future development.
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The Product Visioning Workshop: A Proven Method for Product Planning and Prioritization
- 1. THE PRODUCT VISIONING WORKSHOP AProven Method for Product Planning and Prioritization CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI © Perfetti Media 2015 www.perfettimedia.com 1
- 2. © Perfetti Media2015 www.perfettimedia.com 2
- 3. The Product VisioningWorkshop © Perfetti Media 2015 www.perfettimedia.com 3
- 4. WHAT IS SUCCESS? Createa 3-5 year vision of the experience users will have with your product © Perfetti Media 2015 www.perfettimedia.com 4
- 5. THE IMPORTANCE OFA VISION • Drives product decisions • Provides a destination for the team to stay on-course • Gets the entire team on the same page • Inspires and motivates © Perfetti Media 2015 www.perfettimedia.com 5
- 6. HOW DO WEGET THERE? © Perfetti Media 2015 www.perfettimedia.com 6
- 7. © Perfetti Media2015 www.perfettimedia.com 7
- 8. THE PLANNING STAGE Startwith Research © Perfetti Media 2015 www.perfettimedia.com 8
- 9. INVOLVE THE STAKEHOLDERS •Senior management • Product • UX • Engineering • Marketing • Sales • Support © Perfetti Media 2015 www.perfettimedia.com 9
- 10. © Perfetti Media2015 www.perfettimedia.com 10
- 11. WHAT DO THEYKNOW TODAY? •Strategic objectives •Short and long-term business goals •User data •Competitive research •Market size •Vision © Perfetti Media 2015 www.perfettimedia.com 11
- 12. USER RESEARCH •Observe usersin the natural environment •Understand users’ pain points •Get the team immersed © Perfetti Media 2015 www.perfettimedia.com 12
- 13. © Perfetti Media2015 www.perfettimedia.com 13
- 14. CREATE PERSONAS © PerfettiMedia 2015 www.perfettimedia.com 14
- 15. THE PRODUCT VISIONING WORKSHOP ©Perfetti Media 2015 www.perfettimedia.com 15
- 16. GOALS OF THEWORKSHOP • Establish a product vision • Align roadmap or sprint investment with user needs and business goals • Enables the product team to say, “NO,” to features that don’t align with the vision • Brainstorm and prioritize the requirements and strategies for delivering on the product vision • Prevent silos across product lines © Perfetti Media 2015 www.perfettimedia.com 16
- 17. THE LOGISTICS • Inviteall product stakeholders • Set aside a minimum of three days to conduct the workshop • Set expectations for workshop attendees • Assign homework • What are the business goals? • What do you currently know about the target audience? • What are the pain points with the product? © Perfetti Media 2015 www.perfettimedia.com 17
- 18. THE AGENDA © PerfettiMedia 2015 www.perfettimedia.com 18
- 19. THE WORKSHOP AGENDA Day1: Set the context Day 2: Establish the product vision Day 3: Identify business and user opportunities to achieve the vision Day 4: Prioritize the roadmap opportunities © Perfetti Media 2015 www.perfettimedia.com 19
- 20. DAY 1: Set theContext © Perfetti Media 2015 www.perfettimedia.com 20
- 21. SET THE CONTEXT •Review 3-5 year strategic objectives • Present the competitive landscape • Summarize the user research © Perfetti Media 2015 www.perfettimedia.com 21
- 22. SET THE CONTEXT ©Perfetti Media 2015 www.perfettimedia.com 22
- 23. THE PERSONAS Attributes ofthe persona © Perfetti Media 2015 www.perfettimedia.com 23
- 24. THE JOURNEY MAP STEPSIN THE USER JOURNEY © Perfetti Media 2015 www.perfettimedia.com 24
- 25. DAY 2: Establish theProduct Vision © Perfetti Media 2015 www.perfettimedia.com 25
- 26. © Perfetti Media2015 www.perfettimedia.com 26
- 27. ESTABLISH THE PRODUCTVISION • Converge on a 3-year product vision • Prioritize opportunities to improve the user experience © Perfetti Media 2015 www.perfettimedia.com 27
- 28. © Perfetti Media2015 www.perfettimedia.com 28
- 29. IDEATING ON APRODUCT VISION • Brainstorming technique modeled after the design studio methodology • Teams ideate in short time boxes to generate a product vision with rapid rounds of sketching and critique • Sketch • Present • Critique • Iterate © Perfetti Media 2015 www.perfettimedia.com 29
- 30. THE INSTRUCTIONS • Breakgroup into cross- functional teams of 5-6 people • Distribute 8-up to each member of the team • Instruct each attendee to sketch their vision of the product in 3 years Source: Todd Zaki Warfel .. in only 10 minutes! © Perfetti Media 2015 www.perfettimedia.com 30
- 31. PRESENT & CRITIQUE •Each member of the team has 3 minutes to present their vision with no interruptions • Team critiques for 2 minutes • What do you like? • What would you like to see improved? © Perfetti Media 2015 www.perfettimedia.com 31
- 32. ITERATE FOR 2-3MORE ROUNDS © Perfetti Media 2015 www.perfettimedia.com 32
- 33. THE RESULT: CONVERGENCEOF TEAMS © Perfetti Media 2015 www.perfettimedia.com 33
- 34. DAY 3: Identify theOpportunities for Achieving the Vision © Perfetti Media 2015 www.perfettimedia.com 34
- 35. IDENTIFY THE BUSINESSAND USER OPPORTUNITIES • Based on the best ideas from the visioning exercise, create and prioritize a list of opportunities and pain points to tackle • Don’t jump to features too quickly! © Perfetti Media 2015 www.perfettimedia.com 35
- 36. THE FOCUS QUESTION Inorder to reach our vision, what do we need to provide to our users to achieve a best-in-class experience? © Perfetti Media 2015 www.perfettimedia.com 36
- 37. THE KJ © PerfettiMedia 2015 www.perfettimedia.com 37
- 38. STEP 1: LISTOPPORTUNITIES © Perfetti Media 2015 www.perfettimedia.com 38
- 39. STEP 2: GROUPTHE STICKY NOTES No talking © Perfetti Media 2015 www.perfettimedia.com 39
- 40. STEP 3: NAMETHE GROUPS © Perfetti Media 2015 www.perfettimedia.com 40
- 41. STEP 4: RANKTHE GROUPS © Perfetti Media 2015 www.perfettimedia.com 41
- 42. STEP 5: VOTE ©Perfetti Media 2015 www.perfettimedia.com 42
- 43. STEP 6: ORDERAND DISCUSS GROUPS © Perfetti Media 2015 www.perfettimedia.com 43
- 44. ADVANTAGE OF METHOD •All stakeholders contribute • Prevents too much influence from select team members • Identifies top product priorities that align with the vision © Perfetti Media 2015 www.perfettimedia.com 44
- 45. DAY 4: Prioritize theProduct Opportunities to Tackle © Perfetti Media 2015 www.perfettimedia.com 45
- 46. PRIORITIZE THE ROADMAP OPPORTUNITIES •MoSCoWvoting •Rate the opportunity or feature © Perfetti Media 2015 www.perfettimedia.com 46
- 47. MoSCoW Voting forHigh-Level Priorities © Perfetti Media 2015 www.perfettimedia.com 47
- 48. Voting on featuresand priorities Business value User value Effort © Perfetti Media 2015 www.perfettimedia.com 48
- 49. NEXT STEPS • Productteam reviews findings • Prioritize opportunities in a product roadmap, if they have one • Allocate resources to the opportunities in upcoming sprints • Product team creates a deliverable to communicate the vision out to the team © Perfetti Media 2015 www.perfettimedia.com 49
- 50. THE PRODUCT VISIONINGWORKSHOP • Aligns the team around a shared vision • Gains consensus on user needs and goals for the product • Prioritizes the requirements for delivering on the product vision • Aligns the product priorities with the vision for the ideal user experience © Perfetti Media 2015 www.perfettimedia.com 50
- 51. THANK YOU! • Productand UX coaching • Product ideation and strategy workshops • Consulting Twitter: @cperfetti Web: perfettimedia.com © Perfetti Media 2015 www.perfettimedia.com 51