A vision focused on creating a proposal for the ideal future customer experience, often visualized in an easy to share deliverable.
The grand vision is more similar to the mission. It is the absolute ideal story from what you currently know.
While a project vision, demonstrates a more near term way of accomplishing the more desirable experience.
|Attendees||Ideal Size||Suggested Time|
|Design Team, key stakeholders||3 to 8 people||1-2 hours|
Workshops are most successful when focused - don’t try to tackle a complex problem in a single session. Make sure the problem space is clearly defined and artifacts from the Define Phase have already been created.
Be prepared to describe the current customer journey and what are the top problem areas throughout it.
User Goal & Journey (10 minutes)
Define who the user is and what they’re trying to accomplish and why. Clearly define the key moments in the user’s journey to focus the remainder of the workshop around those moments.
Make sure to clearly define and present the many problems in those key moments, focusing on what prevents or gets in the way of achieving the user’s overall goal in that moment.
Ideal Experience / Write Promise Story (5-10 minutes)
How would the user describe the ideal experience for them to accomplish their goal without any problems? Describe it in their words.
Individually write down the user’s statement to one of their friends about their experience. The outcome that came from what we provided them.
Have every participant present their ideal experiences.
Outline the steps that could accomplish the experience. Focus on different ways the story could play out with the same desirable customer experience. The how the user would use our provided experience to arrive at the outcome above.
Make sure to tell everyone that they can borrow ideas from everyone else’s ideal experience.
Storyboard to Visualize (15 minutes)
Pick your favorite outline and bring it to life by focusing on 3-4 key moments in your outline to draw a visual that represents that moment.
Have everyone discuss what they liked.
Consider how your product helps the user accomplish their goal. Then use this exercise to work up to the most unbelievable experience (11-star) that the customer could have. Focus on the customer’s experience not the UI or specific workflow.
What if statements
This can help you come at problems from a different angle, cause lateral thinking, and spark some visionary ideas. Part of a design thinking approach, it can help frame ideas and provide a catalyst to visionary thinking. For example…
What if you could watch what you wanted when you want = Netflix
What if you could have an electric car that was desirable = Tesla
What if you could explore other people’s minds = Plot of movie Inception
A product playbook helps you define some statements, goals, and objectives around what exactly you are striving towards and serves as a reminder to that vision.
People = What are the user problems? What are the pain points in their journey?
Purpose = What unique benefits do you offer? what is the user benefit to your product?
Product = What experiences do we want to build? Audit what you have, what can be improved, where are the friction points?
Path = What’s the plan? What are your Critical user journeys, design principles, what’s the roadmap?
Slightly different approach because the solution at a high-level is already defined and there are already some expectations. The goal of this workshop is uncover more details about that solution vision and imagine how they could be executed on. It’s more about the details but only from directional sense and not expected to be a replacement for the exploration
Much more within the realm of immediate feasibility.
When to Use
Created by: Joe Steinkamp | Last updated by: Joe Steinkamp