6. 10/9/10
Where have we seen
this before?!
Achieve the goal,
before this decade
is out, of landing a
man on the moon
and returning him
safely to the earth
6
7. 10/9/10
What is a bad
Vision?
Maximize our
customers'
ability to get
their work
done
Develop, deploy, and manage a diverse
set of scalable, performant, and strategic
knowledge management tools to best
serve our consHtuents, partners, and
collaboraHve organizaHons, improving
the possibility of overall saHsfacHon
among our diverse customer profiles
7
8. 10/9/10
The Assignment
• You are the Product Management
group for a large mobile phone
manufacturer, your compeHtors are
trimming your margins and threatening
your market share
• Your goal is to create a product that
will turn the company around
• Deliverable: The Vision document for
the product with at least the following:
– Main markeHng message
– Device sketch
– Sample services (2‐3) to be offered
with Device
The Product
A mobile
phone
and
related
services.
8
9. 10/9/10
The workshop
• We will form 4 groups of 5‐10 people
• We will go through the 8 steps in the Vision
process
• One Flipchart is allowed for each step (no more)
• You may draF the Vision at each step (8
iteraGons for the vision)
• Work as a group, ask quesGons as you need
• At the end each group will present the Vision to
the other groups in 3 minutes (I’ll keep the
Gme).
Expected output
from each step
• A short summary of
the information you
considered critical
for the Vision – 1
flipchart
• (optional) A draft
of the Vision (even
if information is
still missing in the
early steps) – 1
flipchart
9
10. 10/9/10
Overview / Steps
1. Understand the customer space
2. Understand the customer life/
work/environment/goals
3. Define what values are most
important for the customer
4. Define what your business is
about (understand the soluHon
space that you can influence)
5. Define what the product tries to
achieve (in customer language)
6. Understand the compeHHon
7. Write the vision, include:
8. Iterate over and over again (the
A3 vision)
Step 1: Understand the
customer space
• Who are your customers? Who are
their customers? Which do you
want to help?
• What do you know about this
customer?
10
11. 10/9/10
See report for details on the customers
• Target customers:
15‐25 year olds in
Emerging markets
(India, Ukraine, Brasil,
etc.)
Customer details, headlines
• Some 75% of 12‐17 year‐olds now own cell • 64% of parents look at the contents of their child's
phones, up from 45% in 2004. cell phone and 62% of parents have taken away
• Fully 72% of all teens2 ‐‐ or 88% of teen cell phone their child's phone as punishment.
users ‐‐ are text‐messagers. That is a sharp rise • 46% of parents limit the number of minutes their
from the 51% of teens who were texters in 2006. children may talk and 52% limit the Hmes of day
More than half of teens (54%) are daily texters they may use the phone.
• One in three teens sends more than 100 text • Teens who have mulH‐purpose phones are avid
messages a day, or 3000 texts a month. users of those extra features. The most popular
• 15% of teens who are texters send more than 200 are taking and sharing pictures and playing music:
texts a day, or more than 6,000 texts a month. – 83% use their phones to take pictures.
– 64% share pictures with others.
• Boys typically send and receive 30 texts a day; girls
– 60% play music on their phones.
typically send and receive 80 messages per day. – 46% play games on their phones.
• Teen texters ages 12‐13 typically send and receive – 32% exchange videos on their phones.
20 texts a day. – 31% exchange instant messages on their phones.
• Calling is sHll a central funcHon of the cell phone – 27% go online for general purposes on their phones.
for teens, and for many teens voice is the primary – 23% access social network sites on their phones.
mode of conversing with parents. – 21% use email on their phones.
– 11% purchase things via their phones.
• Girls more fully embrace most aspects of cell
phone‐based communicaHon. Data from India: In our study ‘Making local calls’ and ‘text messaging’ were
• 59% of girls text several Hmes a day to "just say reported as the most common acHviHes. On the other hand acHviHes like sending
picture messages, downloading or forwarding ring tones, gemng news updates
hello and chat"; 42% of boys do so. and making STD calls were seen less frequently. This trend remains more or less
the same across gender for all funcHons except for “gemng news updates” where
boys have a tendency to use it more frequently than girls.
InterlesHngly “playing games” was seen as a regular acHviy about 40%.
‐‐study of teenage and younger people
11
12. 10/9/10
Step 2: Understand the • How to they work now?
customer’s life/work/ • What do they do daily/
weekly/monthly/yearly?
environment/goals • Understand what each
acHvity means for the
user, and why it is
needed
• For this part of the
workshop, use your own
knowledge of young
people in the target
countries.
Understanding computer users
o Many rely on computers for work: E‐
mail access, connecHvity to the
internet even outside the office,
connecHvity to the office network
outside the office…
o Most rely on a browser to access the
services they need
o Some do net‐banking and need secure
connecHons and secure environment
o Most do e‐mail for communicaHon and
fun (chain le5ers)
o Some watch TV
o Some play games for entertainment
o Some play games for business (e.g.
gold farming in WoW)
12
13. 10/9/10
• What does the customer want to achieve?
• What is valuable for the customer? (Maslow
pyramid)
Step 3: Define what values are most
important for the customer
Example customer value hierarchy
• As a computer user this is my hierarchy of
values:
‐ ”I’m making money with my computer”
‐”I trust my computer with my money”
The user extracts value ‐ ”My life would change a lot without my
from the use of the computer computer!”
‐ ”I don’t waste any Hme waiHng for my
The computer has adequate performance computer
‐ Banking, e‐mailing, money saving uses
Useful use of the computer ‐ ”My computer is useful to me!”
‐ Network, Office, Games work.
Basic computer usage works ‐ “I can use my computer!”
Turn the computer on and it works! ‐No crashes
‐”My computer starts!”
13
14. 10/9/10
Don’t forget the services!
Example: computers
• How it was:
– Glorified type writer
– Made self‐publishing possible (printer + text editor)
• How it is:
– A digital communicaHon device
– Access to informaHon is easy, but not personalized
– Computers can be used by anyone (1 family, 1 computer)
• How it will be:
– More advanced user‐differenHaHon techniques (ArHficial intelligence in the browser?)
– More compuHng power for higher‐definiHon content (HD + 3D)
• How it ought to be (my dream world):
– Personal compuHng device
– Fits in pocket but has a HUGE screen
• Can influence:
– Form factor, price, User Interface
• Cannot influence:
– OperaHng System, Peripheral ecosystem
14
15. 10/9/10
Step 5: Define what the product tries
to achieve (in customer language)
Example: computers
• Help fill‐out tax forms (internet access
needed)
• Help deliver homework to the teacher (e‐mail
service needed)
• Help customers enjoy entertainment (movie
and music delivery + internet access needed)
• NOTE: no technology language can be used.
Use *Customer* language!
15
16. 10/9/10
Step 6: Understand the compeHHon
• Who provides similar products? Why?
• What is their business model?
• What funcHonality do they make available?
Example: computers
• What are the key parts of your business?
– Selling machines/HW
• This means that all HW selling companies are compeHtors
– Selling services that run on our, and other machines
• This means that all service that can run in our machines (or other) are
compeHtors
• What is the compeHtor’s business model?
– Example: Apple uses computers to deliver other services that
are limited to their computers. Google uses others’ computers
to deliver e‐mail, search, etc. services
• What funcHonality to they deliver?
– HP delivers custom touch interfaces
– Acer delivers smaller laptops and long lasHng ba5eries
– …
16
17. 10/9/10
Step 7: Write the vision, include:
• Goals per customer/stakeholder for the product?
• How is this product different from the
compeHHon?
• What is the one statement that defines the
product?
• Segment customers, focus on the right customer
segment
• Define the stretch goals for the product (if any)
Technically and Business‐wise
Step 8: Iterate over and over again (the
A3 vision)
• Aver the first version of the Vision is wri5en only the
first few steps are taken. Next we need to iterate the
vision by talking to sales, customers, development, etc.
• The first vision document can be a two A4 paper with
text, but later on you should focus that Vision into an
A3 visually rich Vision. You can use annexes to the A3
Vision if you need, but you need to be able to explain
the whole Vision to you and to people around you
without them needing to read the annexes. The
Annexes are there for detail, not for understanding the
concepts in the Vision
17
18. 10/9/10
About the speaker:
Currently an OperaHonal Development specialist
at Nokia, Vasco Duarte is an experienced product
and project manager, having worked in the
sovware industry since 1997. Vasco has also been
an Agile pracHHoner since 2004, he is one of the
leaders and a catalyst in the adopHon of Agile
methods and an Agile culture at Nokia and
previously at F‐Secure.
Vasco's contribuHons to the improvement of the
sovware development profession can be read in
his blog:
h5p://sovwaredevelopmen5oday.blogspot.com.
You can follow Vasco on twi5er: @duarte_vasco
18
