Product Vision – What Is It and Why Do I Need One?

What is a Product Vision?

A Product Vision is best described as a statement which conveys the very essence of your concept.

You will address the problem the product will solve, who the product is being created for, as well as why you need to create it at this moment in time.

This statement is beneficial to team members for clarity and purpose in what you are collectively trying to achieve. It is also a useful tool to share with other stakeholders in the business, such as investors or any other influential entities involved in your product design journey.

Photo by Smart on Unsplash

So How Do I Create a Product Vision?

When bringing your Product Vision together, these are the key points we recommend focusing on, in order to peak interest, gain commitment and foster excitement:

  • Be Customer Focused; your product’s purpose in life is to serve its customer, so be sure that your Product Vision clearly considers the customer and their needs.
  • Be Specific; this is almost your elevator pitch for your product. This should be all killer, no filler, easy to take onboard the information and memorable.
  • Set a Goal; In your Product Vision set out one clear goal for your product. This makes it simpler for your stakeholders to invest themselves in the concept.
  • Timed; Of course we’re going to set timescales! It is the rule of SMART (Specific, Measurable, Achievable, Relevant and Timed) and we are here for it! Set out a timeline for your product journey with the hard stops, as well as a fixed point at which you will evaluate the Product Vision statement.
  • Paint the Future; One of your key objectives here is to paint your vision of the future, how the product will be received and how this will impact the business, which of course will likely fit with the business’s overall objectives – win! 
  • Be Resolute; We’re in this for the long haul (well, as long as the product realization takes), so be sure that your objectives, your Product Vision, is not affected by changes in technology, the market you are targeting or any impending pandemics – who had that in their plan right?! And if you do believe these factors could affect your product design journey, allow for some contingencies.
  • Be the Change; Your Product Vision should push boundaries and test limits, maybe a little market disruption. But it should not come off as unattainable, unreasonable or unrealistic! You want your stakeholders, team, and so forth, to be onboard.
  • Be Inspirational; Make this Product Vision inspirational and aspirational. Make your staff want to work on bringing this product to life. Get your stakeholders excited about the future of the product and energized about how it will help the business move forward!

Make your Product Vision accessible to those involved – make it visible to keep it front of mind and ensure your team remains invested and on track.

Check in with your Product Vision from time to time, both in isolation (not literally) and with the team as a whole. This will give you the chance to sense check and make sure you are set to meet the objectives, the timescales and so on.

Photo by Ian Schneider on Unsplash

Product Vision – Done!

So once you’ve created your Product Vision, why not drop us a line?! We’d love to learn more about your vision and the future of your concept.

Email us at andy@conficio.design.

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