“Product Vision”

What is Product Vision?

Product Vision is the end goal of a product—the “big idea” that a company or product team wants to achieve. It consists of the values and principles, purpose, and measurable goals that guide the product’s development. It also defines the intended audience for the product, as well as the timeline for its development.

Why is Product Vision Important?

It is a fundamental element of product design and development. It provides the essential structure and direction needed to focus the product team on a specific outcome. It ensures that everyone on the team is pulling in the same direction towards a shared goal. By providing a cohesive understanding of the product’s purpose, It ensures that everyone is aligned in how they approach product development.

Who is Responsible for Defining the Product Vision?

It needs to be defined by the people driving the product’s creation. This could include the product owner, stakeholders, design and development team, and customers. It is important to involve a broad range of perspectives in crafting the vision to ensure that it accurately reflects everyone’s goals and values.

FAQs

How does a Product Vision influence decision-making?

It acts as a guide for decision making, helping teams to prioritize the right features and stay focused on the end goal. Without this, decision making can be scattered and inconsistent.

Can a Product Vision change drastically?

Yes, It is meant to be an evolving concept. As teams continue to work on the product, and as customer, market, and competitive dynamics change, It can be updated to reflect new goals and objectives.

How does a Product Vision impact customer engagement?

It often sets expectations for customers and can influence customer engagement. By communicating the product’s goal or intended outcomes to customers, product teams can inspire customers to use the product more often and in new ways.