Design Strategy Talks & Workshops

“The Importance of Vision for Product Design” talk on Clubhouse

In this chat on Clubhouse, Jonathan Sun and I talked about The Importance of Vision for Product Design, and discussed how to facilitate discussions around creating experience Vision.

I’ll be joining a crazy experiment on Monday: myself and Jonathan Sun will be chatting on design strategy, product design and product vision in a conference that is not only completely remote, but also completely over voice only in Clubhouse (thanks to Robert Skrobe for the push, and Eugene Koplunik for hooking me up to Clubhouse!). 

What is Vision?

A clear and meaningful vision of the future to which a business is aspiring will help guides actions and decisions. Let’s talk about strategy and vision and introduce some visioneering techniques that can help facilitate discussions around creating experience Vision.

The product vision communicates why you are building something and what the value proposition is for the customer.

“Product Vision” in Escaping the Build Trap. Perri, M. (2019)

The beauty of a shared vision is that it motivates and unites people: it acts as the product’s true north, facilitates collaboration, and provides continuity in an ever-changing world (Kouzes, J. M., & Posner, B. Z., 2017).

A vision, however, is only the headline to a much richer story about your future. It’s an anchor to the bigger story (Pijl, P. van der, Lokitz, J., Solomon, L. K., Van der Plujm, E., & Van Lieshout, M. 2016).

The Importance of Vision for Product Design

More on Clubhouse

If you’re interested in joining discussions like these, don’t forget to follow us on Clubhouse:

Recommended Reading

Garrett, J., (2010), “The Elements of User Experience: User-Centered Design for the Web and Beyond”, 192 pages, Publisher : New Riders (16 Dec. 2010)

Six Strategic Questions, adapted from “Strategy Blueprint” in Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and Diagrams (Kalbach, 2020).

Kouzes, J. M., & Posner, B. Z., (2017), Leadership Challenge: How to Make Extraordinary Things Happen in Organizations, Jossey-Bass; 6th edition (April 17, 2017)

Kourdi, J. (2015). Business Strategy: A guide to effective decision-making. New York, NY: PublicAffairs.

Lombardo, C. Todd, Connors Michael Csc, Bruce McCarthy, and Evan Ryan. 2017. Product Roadmaps Relaunched. Sebastopol, CA: O’Reilly Media

Maxwell, J. C. (2007). “The Law of the Picture” in The 21 irrefutable laws of leadership: Follow them and peoplewill follow you (10th Anniversary Edition). HarperCollins Leadership

McCullagh, K., “Strategy for the Real World” in Building Design Strategy: Using Design to Achieve Key Business Objectives, Lockwood, T., Walton, T., (2008)”

Perri, M. (2019). Escaping the build trap. Sebastopol, CA: O’Reilly Media.

Pijl, P. van der, Lokitz, J., Solomon, L. K., Van der Plujm, E., & Van Lieshout, M. (2016). Design a better business: New tools, skills, and mindset for strategy and innovation. Hoboken, New Jersey: John Wiley & Sons.

By Itamar Medeiros

I'm a Strategist, Branding Specialist, Experience Designer, Speaker, and Workshop Facilitator based in Germany, where I work as Director of Design Strategy and Systems at SAP and visiting lecturer at Köln International School of Design of the Cologne University of Applied Sciences.

Working in the Information Technology industry since 1998, I've helped truly global companies in several countries (Brazil, China, Germany, The Netherlands, Poland, The United Arab Emirates, United States, Hong Kong) create great user experience through advocating Design and Innovation principles.

During my 7 years in China, I've promoted the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai.

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