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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

The Designer’s Guide to Product Vision

Learn to Build your Strategic Influence to Shape the Future

Laura Fish | Scott Kiekbusch

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Publisher Resources

ISBN: 9780136654339