Building a Vision Tree

Author: Sharon Don

Date:07/06/2012

User Centred Design Approach

Envision

Envision: Why the Vision Tree?

• Every project needs a single vision. Projects start out as ideas focused on results. Somewhere in the transition from idea to project, the vision of a better future often gets lost.

• During the Ideation & Concept phase of a project or program, it is important to develop a clear, shared vision. The business owner must unify and promote the business vision within the project team so everyone is unified in their understanding of the project purpose, context and desired outcomes (value).

• As an owner, this person must take accountability for the project outcomes.

• The Vision Tree is used to define & communicate the project proposition & purpose, end user problem statements, jobs to be done and high level user stories.

Elevator Pitch

What?

Vision

Product Purpose Why?

Problems statements from

customer perspective

What?

Jobs to do

to solve customer problems

How?

Product Construct

Solutions

Why?

User Stories

Insight: A day in my life

So What?

Customer Proposition

Is this really what I want?

Validate concept with Customer Insights

The Vision Tree is the most important element in shaping, defining & communicating any idea that we bring to the table.

It articulates value and meaning in customer language on a single 1-page. Post it prominently and involve your visionaries in planning and demos

Target UsersCustomer Insights

Likelihood to uptake & use

Addressable market

Competitive landscape

POC

Testing

Sample Vision Tree

I don’t know the process to

complete this document, or where to start

Problem solve, rather than

follow a process

Define your target

audience/users/custo

mers

Keep it simple with a

maximum of 3 user problem statements or break it down

further

Start with what you

know (straw-man) and build out

from there.

We keep going around

in circles –we can’t land

it

Cant land a vision, cant

validate user stories?

Stop

All elements must align to support the vision – if

not change the vision

Collaborate -brainstorm, constructively challenge &

iterate to shape and

define

If you cant land a vision, stop or

change the vision

Two heads are better than one -test your

idea within the team to

validate end user

value

Convey context & common meaning

to everyone in your development

team

Semantics-

words can get in the way of meani

ngVisuali

se!

Explore how other teams have

used the Vision tree -Case

Studies

Why should I use this? I can already define a proposition

PROPOSITION –Vision Trees are used to define & share a unified vision,

demonstrate value from an end users perspective, & provide context & meaning to development teams.

Purpose –Problem statement from a user perspective / Insight

Jobs to be Done

Key functions that will resolve each problem

statement

Key functions also form the basis for use cases

How do you define a problem?• Keep it simple• Define the problem as

personal • Create statements that can

be tested

How to create a Vision Tree

Sample High level User Stories

As a <USER>, I want to <Function> so that <Value>

• As a Product manager, I want to start the Vision tree based on what I already know, so that our team can collaborate to fill the gaps.

• As a Designer, I need to understand the target audience so the team creates a solution that fits the customers needs.

• As a Designer, I don’t want too many problem statements or jobs to be done so the vision and solutions stays simple enough for the whole team to understand.

• As a Designer, I want to challenge the Business Owners assumptions so the team doesn’t waste time and money developing lame products.

• As a Product manager I want the team to understand the Product proposition, purpose and context so they develop a solution that meets my customers needs.

• As a Product Manager or Designer I want my team members to collaborate together so they can leverage their collective expertise and experience to validate assumptions and develop optimal solutions.

What Next?

• Your vision should be validated

• Conceptual testing can improve and tweak the vision

• The vision should be used as a guide throughout the project

• May be used within Agile or waterfall

Summary:

It’s not about the document – it’s about the thinking …

• Leverage from experienced “vision tree” experts!

• Structure is less important that content (which is why it is hard!)

• Test, Validate and improve the vision as you progress