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The Designer's Guide to Product Vision: Learn to build your strategic influence to shape the future

by Laura Fish, Scott Kiekbusch

August 2020

Intermediate to advanced

288 pages

5h 43m

English

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Strategy vs. TacticsA Demanding JourneyHistory LessonEarly DaysDemocratizationRise UpGreat ExpectationsRestored BalanceThe Product VisionMaking an Airtight CaseRipple EffectsEnter VisioneeringReady. Set. Go!Pre-VisionThe Vision EssentialsCo-Captaining the ExpeditionCallouts: Try It this Way#InfluencerInterviews: Designing from Inside the BoxTaking The Leap
A Dual Role for Strategic DesignersA Note from the ButterflyTransforming Into the Strategic DesignerCommunicationDevelop a Holistic Understanding of the Product TeamCreative DiplomacyBy the Numbers—Analytics, Metrics and MoneyThe Connector of the DotsFind Coaches and a MentorBuilding PartnershipsThe Final Step: The Workshop FacilitatorPreparationFacilitationFair Warning
Shadows on the Cave WallWhat Are First Principles?Question EverythingApplying First Principles: Verify InformationUser FeedbackSurveysUsability TestingObservation and InterviewsInternal InterviewsOn Diplomacy: Bringing the Message Back to the CaveWalk the Diplomatic TightropeLiving Outside the Cave
The “Get Started” ProposalThe Five-Slide DeckSlide 1: How Might We Do Things Differently?Slide 2: Statement of IntentSlide 3: Mood BoardSlide 4: Requested StaffSlide 5: CommitmentThe PitchPitching EtiquetteDocumenting ResultTrial PeriodNot Vision Ready?Your Product Vision A-TeamBusinessEngineeringDesignResearchContentBe Selective!Team ContractCore ValuesWorking AgreementsTrustA Laboratory EnvironmentCo-LocationDigital Vs. AnalogTransparencyWorking Together as a TeamCommunication StandardsInternal ReviewsStakeholder Check-insGet Outside!Ready, Set, Go!
Setup and LogisticsCreate a Dedicated Project FolderThe Presentation TemplateEstablish Presentation Deck Co-OwnersManaging Up: The StakeholderThe Structure of the StrategyThe Strategic Building BlocksGather, Analyze, SynthesizeGathering ResearchReview Existing ResearchNew Research OpportunitiesResearch Red FlagsStrategic Building Block 1: WhereNotes On OpportunityWhere: Gather, Analyze, SynthesizeSlides: [To Be Determined]Strategy Building Block 2: WhoNotes On All Things CustomerWho: Gather, Analyze, SynthesizeSlide: The Target AudienceSlide: Customer Journey MapSlide: The ProblemStrategy Building Block 3: WhatThe Workshop: IdeationSlide: The Elevator PitchSlide: How It WorksSlide: Improved Customer JourneyStrategy Building Block 4: WhenWhen: Gather, Analyze, SynthesizeSlide: The Timing Is NowSlide: The Timing Is [ . . . ]Strategy Building Block 5: WhyWhy: Gather, Analyze, SynthesizeSlides: AdvantagesSlide: North Star AlignmentFinal TouchesThe CoverTable of ContentsThe TeamAppendixPlan To PivotNext Steps
Get Support from AboveFuture StateMore Than Words: A VisionA Four Step PlanThe Art of StorytellingEmpathyEmpathy = StorytellingAdding StructureStep 1: KickoffReview the ProcessStep 2: StoryboardsWhat Are Experiences?Four Pillars Foundational to a Great ExperienceThe FrameworkStoryboardsStep 3: Concept Ideation and PrototypeIdeation ExerciseSketching ExerciseRemix ExerciseFinalize the StoryboardsCraft a Basic PrototypeStep 4: AcceptanceThe Last Product Vision Phase: Final ProductionDetermine Level of EffortDecide On Effort Level with StakeholdersPost to an Internal AudienceProduct Vision Complete!
Overview: The PhasesPhase 1: AssessmentExercise: Mapping Actions to ResourcesEmphasize PrioritizationBuild The Teams And Identify Internal ResourcesPhase 2: Set Up the TeamsThe TriadContent StrategyResearchThe Experience Pillars and TeamsScrum TeamsInvestigative ServicesScalabilityAwarenessMeetings: Scrums, Seminars, and SummitsPhase 3: DeliveryClearly Define OutcomesSpecify Your HypothesesDefine Your Mvp (Means of Validating a Hypothesis)Let Go of PerfectionOperating the CompassEvaluateMake a DecisionCoordinate Next StepsWhen Lost…
Evangelizing VisioneeringA Case Study FormatAddressing Product Vision DeficitActing as an Internal ConsultantHelp Me, Help YouPromote from WithinContributing to a Company’s Design MaturityCulture MatchAssess the Company’s CultureCore ComponentsThe Designer: Always EvolvingGet Support
Small Acts of GoodDark PatternsPro BonoPurpose and Company AlignmentIn Times of a PandemicDesigning Our Future

Content preview from The Designer's Guide to Product Vision: Learn to build your strategic influence to shape the future

Part III

Visioneering

As a strategic designer, you become the co-captain of each Visioneering expedition. In Part III, discover how to activate Visioneering to be the compass pointing toward the product’s promised future state while keeping it bound to the need of your business.

Learn the approach that guides teams toward the measurable implementation of a product vision.
Translate your bold strategy and vision into timely, actionable deliverables.
Influence business direction to shape real-world change.

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Publisher Resources

ISBN: 9780136654339