A strong product vision is crucial for product success. This article explains the importance of a clear and compelling product vision. The article also outlines a step-by-step process for product managers for organizing a product vision workshop for cross-functional global teams.
In the fast-moving world of technology and intense competition, where there’s a lot of pressure to deliver, it’s easy to get lost in the ‘Build Trap‘ and lose sight of a product’s main goal. That’s why having a clear vision for every product is crucial. A strong product vision is like a North Star, helping teams navigate through the complexities of creating impactful products. This article looks at what a product vision is all about and explains guiding principles while developing one. Additionally, it describes a step-by-step process for organizing a vision workshop that includes diverse teams, working and collaborating to create the vision for their product.
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Guiding principles for a dynamic global product vision:
Product manager are usually responsible for defining vision of their products. Here are some of the key principals what they should follow while defining vision of their product.
- Encourage diverse perspectives:
When creating a product vision, inspire your team to share their unique views. To make a meaningful product vision, explore your users’ stories deeply.
- Keep it simple for global teams:
Global teams bring diverse backgrounds and languages. To shape a universal product vision, use plain language everyone can understand. For instance, if you’re making a task app, a simple vision could be: “Empowering people to achieve more in less time, making life simpler for all.”
- Address broader user needs:
Instead of solving individual problems, imagine a product that meets broader user needs. For instance, a financial app could consider the overall financial well-being of its users, going beyond budgeting and savings.
- Craft an agile vision:
Craft a vision that can evolve with changing user needs and market trends. An e-commerce platform, for example, might adapt its features based on the cultural preferences of different regions. Uber has evolved it vision from “Make transportation as reliable as running water, everywhere, for everyone” to “We ignite opportunity by setting the world in motion” when they started to expand into UberEats and Bikes.
- Create a clear mental image:
A good product vision is like a vivid painting in everyone’s minds. Think of Apple’s vision: “A computer in the hands of every person.” When crafting your vision, picture the experience users will have with your product.
- Make your vision achievable:
Dream big for your product’s global impact, but break it into smaller, doable steps. For instance, if you’re creating a sustainable living app, your vision could be: “Empowering millions to adopt eco-friendly habits one small step at a time.”
- Prioritize user-centric approaches:
The best product visions focus on users. Understand their needs and dreams. For a fitness app, your vision might be: “Helping individuals worldwide achieve their health and wellness goals, one personalized step at a time.” The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. Their vision statement looks into the future where people won’t have to battle this now incurable disease. “A world without Alzheimer’s and all other dementia.”
- Test and iterate:
After developing your product vision, it’s crucial to test and improve on a global scale. Use diverse perspectives within your team for thorough user testing across regions. This aligns with an inclusive mindset inspired by subcontinent cultures, ensuring your product enriches lives worldwide.
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How to organize a product vision workshop for cross functional teams?
The vision of a product should be defined by cross functional team that includes sales, customer experience, marketing and product teams. Here’s step by step guide for product managers to organizing an effective product vision workshop:
- Define the purpose:
Before you start planning the workshop, product manager should clearly define its purpose. Are you seeking input on the initial vision, refining an existing one, or brainstorming ideas for a new product? Having a well-defined goal will keep the workshop focused and productive.
- Create a diverse group:
Assemble a group to organize and facilitate the workshop that represents the diversity of your global product team. This team should include individuals from different roles, departments, and geographical locations to ensure a broad range of perspectives.
- Set the stage:
Choose a suitable venue for the workshop, whether it’s a physical location or a virtual space. Consider time zones for global teams, and if possible, find a time that works for everyone or rotate meeting times to accommodate different regions.
- Pre-workshop communication:
Send out pre-workshop communication to all stakeholders. Clearly outline the purpose, agenda, and any preparatory materials. Encourage participants to think about their visions for the product and bring their unique insights to the workshop.
- Icebreaker activities:
Begin the workshop with icebreaker activities to build camaraderie among team members. This is especially important for global teams that may not have regular face-to-face interactions. Icebreakers can be as simple as introducing team members through fun facts or engaging in a quick team-building exercise.
- Understand user personas:
Ensure that all participants have a deep understanding of your user personas. If your global team is diverse, it’s essential to consider the different cultural backgrounds and user needs. Break into small groups, and have each group discuss and present their insights on user personas.
- Storytelling exercises:
Encourage participants to express their ideas through storytelling. Ask each participant to imagine a scenario where the product has transformed a user’s life. This exercise not only sparks creativity but also helps in crafting a narrative that can be incorporated into the product vision.
- Vision board formation:
Break the participants into smaller groups and have them create vision boards. Provide materials or digital tools to help them visually represent their ideas for the product. This can include images, quotes, and key phrases that align with the envisioned future of the product. Here is one of the recommended formats.
For [ target customer …. ]
Who [ explain the needs or opportunity …]
The [ name of the product]
That [ key benefits, reason by buy ]
Unlike [ primary competition, current state]
Our product [ why our product is better]
- Collaborative brainstorming:
Facilitate collaborative brainstorming sessions where team members can freely share their thoughts. Use techniques like mind mapping or sticky notes to capture ideas. This ensures that the diverse perspectives of your global team are integrated into the vision.
- Vision refinement:
After the brainstorming sessions, reconvene as a whole group to refine and consolidate the ideas. Identify common themes, values, and elements that resonate with everyone. This collaborative refinement process helps distil the product vision into a unified, clear statement.
- Actionable steps:
End the workshop by defining actionable steps. What are the next phases for developing and implementing the product vision? Assign responsibilities and create a timeline to keep the momentum going.
- Post-workshop follow-Up:
Send a post-workshop summary to all participants. This should include a recap of the discussions, the refined product vision, and the action items moving forward. Keep the lines of communication open for ongoing collaboration.
Conclusion:
Organizing a workshop to develop a product vision for global teams is a collaborative and dynamic process. By fostering an inclusive environment, leveraging diverse perspectives, and encouraging creative expression, you can create a product vision that resonates globally. Remember, the workshop is just the beginning of bringing your global team together to achieve a shared vision.
