Even internal reshuffles – switching from on-premises to cloud, for example – should be valuable to your customers, clients, or users, offering a more efficient service or more secure processes. If they don’t benefit from it, then it won’t be successful, certainly not in the long run. Your end product needs to be focused on the consumer. More than any other consideration, the why is entwined with the who – your core audience. ‘Purpose’ might have become a buzzword over the last year, but don’t underestimate its unifying power. Whether you’re entering a new market or filling a gap in an existing one, everyone involved in the project must know why the vision is important. As you determine how you intend to make your vision a reality, consider the time required, resources you have or need, and who needs to work on this project. The most successful product visions are ambitious but not unattainable – rather than going big on your first try, it can be easier to continually build on smaller successes iteratively (and, in doing so, gather good data on what works and what doesn’t). Think big, but make sure that your goal is within your reach. ‘A website that helps customers find cheap socks.’ ‘A rocket ship to Mars.’ These are all examples of solid product visions. ‘An app that translates lyrics into foreign languages. What do you want to achieve?Ī product vision isn’t ‘an app’ or ‘the best website in the business.’ These are wildly unspecific, open to interpretation – an unattainable dream that not even all of Elon Musk’s billions could make a reality. To start, identify the what, the how, the why, and the who. So, you need to begin by defining your vision, clearly and precisely. Communicating a product vision at the very start of the journey gives every stakeholder a glimpse of what success must look like. It’s both a strategic tool and a tactical necessity, giving everyone a clear aim and understanding of their role. Your product vision is the starting point of the entire product design process. There are 7 steps to an effective product design process, let’s start with the product vision. As with everything else in Agile, some of these stages can be tweaked or reshaped to better match your project needs. While there isn’t a one-size-fits-all, single approach to the product design process, here are the seven steps we recommend using. At its very core, it revolves around spotting a market opportunity, understanding how you can address it, and developing a real-life solution to users’ problems. The product design process is a term used to describe all the steps your team takes while conceptualizing, developing, and bringing the product to the market. How do we define the product design process?
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