Is your team looking for new product concepts to capture a new market? Do you need to establish a long-term product strategy? Are you working to set a direction to drive roadmap decisions? In this presentation, we will share a proven approach for creating a long-term product vision that your team can understand and rally behind. We will share all of the techniques you'll need to successfully run a Product Visioning Workshop with your product team and business stakeholders. You will learn how to create a long-term vision for your product, establish consensus and buy-in across your organization, and prioritize features for the product roadmap. Your product managers will come away equipped to create roadmaps that align with your long-term product strategy.

1. THE PRODUCT VISIONING
WORKSHOP
A Proven Method for Product Planning
and Prioritization
CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI
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3. The Product Visioning Workshop
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4. WHAT IS SUCCESS?
Create a 3-5 year vision of the experience
users will have with your product
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5. THE IMPORTANCE OF A 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
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6. HOW DO WE GET THERE?
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8. THE PLANNING STAGE
Start with Research
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9. INVOLVE THE STAKEHOLDERS
• Senior management
• Product
• UX
• Engineering
• Marketing
• Sales
• Support
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11. WHAT DO THEY KNOW TODAY?
•Strategic objectives
•Short and long-term business goals
•User data
•Competitive research
•Market size
•Vision
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12. USER RESEARCH
•Observe users in the natural environment
•Understand users’ pain points
•Get the team immersed
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14. CREATE PERSONAS
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15. THE PRODUCT VISIONING
WORKSHOP
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16. GOALS OF THE WORKSHOP
• 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
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17. THE LOGISTICS
• Invite all 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?
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18. THE AGENDA
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19. THE WORKSHOP AGENDA
Day 1:
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
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20. DAY 1:
Set the Context
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21. SET THE CONTEXT
• Review 3-5 year strategic objectives
• Present the competitive landscape
• Summarize the user research
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22. SET THE CONTEXT
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23. THE PERSONAS
Attributes of the
persona
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24. THE JOURNEY MAP
STEPS IN THE USER JOURNEY
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25. DAY 2:
Establish the Product Vision
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27. ESTABLISH THE PRODUCT VISION
• Converge on a 3-year product vision
• Prioritize opportunities to improve the user
experience
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29. IDEATING ON A PRODUCT 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
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30. THE INSTRUCTIONS
• Break group 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!
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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?
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32. ITERATE FOR 2-3 MORE ROUNDS
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33. THE RESULT: CONVERGENCE OF TEAMS
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34. DAY 3:
Identify the Opportunities for
Achieving the Vision
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35. IDENTIFY THE BUSINESS AND 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!
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36. THE FOCUS QUESTION
In order to reach our vision, what do we need to
provide to our users to achieve a best-in-class
experience?
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37. THE KJ
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38. STEP 1: LIST OPPORTUNITIES
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39. STEP 2: GROUP THE STICKY NOTES
No talking
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40. STEP 3: NAME THE GROUPS
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41. STEP 4: RANK THE GROUPS
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42. STEP 5: VOTE
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43. STEP 6: ORDER AND DISCUSS GROUPS
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44. ADVANTAGE OF METHOD
• All stakeholders contribute
• Prevents too much influence from select team members
• Identifies top product priorities that align with the vision
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45. DAY 4:
Prioritize the Product
Opportunities to Tackle
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46. PRIORITIZE THE ROADMAP
OPPORTUNITIES
•MoSCoW voting
•Rate the opportunity or feature
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47. MoSCoW Voting for High-Level Priorities
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48. Voting on features and priorities
Business value
User value
Effort
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49. NEXT STEPS
• Product team 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
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50. THE PRODUCT VISIONING WORKSHOP
• 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
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51. THANK YOU!
• Product and UX coaching
• Product ideation and strategy
workshops
• Consulting
Twitter: @cperfetti
Web: perfettimedia.com
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