Strategy
Design Vision
A design vision defines success before building. It's not a mood board, but a 'north star.' This exercise clarifies the visual and experiential direction. Without it, teams make disjointed decisions.
Duration
2 hours
Group Size
4-8
Category
Strategy
Difficulty
Easy
- Create a clear future state for your product.
- Align the team on design goals.
- Generate artifacts to guide decisions.
- Identify disagreements early.
- A vision document to rally the team.
- Clear criteria for evaluating design choices.
- Agreement on the future of the product.
Vision vs. First Release: Encourage thinking beyond the next quarter. Imagine 3 years out. Then, work backward.
The Feature Trap: Focus on outcomes, not features. 'Users feel in control' is better than 'Users can filter.' Keep asking 'why?'
Conflict Is Productive: Immediate agreement might indicate a vague vision. Look for tension. Conflicting visions reveal key decisions.
Making It Sticky: A vision document must be visible. Print it large or reference it in design reviews. Plan for ongoing visibility. Sometimes, despite our best efforts, the vision fades. Be ready to revive it.
The Feature Trap: Focus on outcomes, not features. 'Users feel in control' is better than 'Users can filter.' Keep asking 'why?'
Conflict Is Productive: Immediate agreement might indicate a vague vision. Look for tension. Conflicting visions reveal key decisions.
Making It Sticky: A vision document must be visible. Print it large or reference it in design reviews. Plan for ongoing visibility. Sometimes, despite our best efforts, the vision fades. Be ready to revive it.
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