6. POA Techniques

6.29 Visioning

Guide to Product Ownership Analysis

IIBA.org KnowledgeHub Guide to Product Ownership Analysis 6. POA Techniques 6.29 Visioning

Purpose

Visioning is concisely worded to determine the desired outcome for an initiative.

See section 7.24 of Agile Extension V2 for details.

In the context of POA, visioning is used as a technique to derive a cohesive, integrated, and aspirational view that captures the essence of why the product should exist. It describes the value provided (value proposition) to a specific group of stakeholders (target market) that satisfy their unmet needs.

POA Domain	Visioning
Applying Foundational Concepts	A team exercise can be conducted with relevant stakeholders to formulate a guiding statement aligned with the organization's vision and product vision. Shared often and used as a tool to develop shared understanding for the product team. Visioning exercises are open-ended discussions. The exercise must be undertaken often so that product vision remains aligned to the direction a product is taking. For example, products after the initial launch usually need to be re-evaluated to determine if the product is still solving the right problem. The product visioning exercise must be conducted every time a product pivots.
Cultivate Customer Intimacy	Product vision is the synthesis of customer needs. A clear understanding of vision is critical to the product team, and customers often strongly relate to a well-crafted product vision. An emotional connection is built with the product if customers are influenced by it, which aids in building the right brand.
Engage the Whole Team	Visioning exercises cannot be performed in isolation. The vision represents the enterprise and product team's perspective about the problem the product is solving. The team needs to be motivated by the vision and should have their ideas heard when formulating the product vision.
Make an Impact	Product vision communicates the purpose of the product now and in the future. The product vision is about making a statement that has far-reaching consequences and creates a lasting impact.
Deliver Often	Delivering the product often is a way to test the product against the vision that was originally crafted. This philosophy is consistent with good agile practice so a product can take the most efficient path to deliver against the product vision. Visioning does not have a significant role in ensuring timely deliveries and is not required to be conducted as often.
Learn Fast	Most of the strategic, market and delivery assessments are conducted with the product vision as the centre of focus. Learning from key stakeholders and customers can be used to improve product-market fit. The product vision can be updated as needed to align with and drive appropriate product changes.
Obsess About Value	The product vision is the guiding statement that drives the whole product team to obsess about what value needs to be delivered so that the product vision can be fulfilled. It can also be used to assess the value delivered through each product increment and identify changes that are needed.