Product Vision and the Glass Wall

room: Columbus KL — time: Tuesday 14:00-14:45, Tuesday 14:45-15:30
Level: Practicing

Setting a clear and engaging vision is challenging and critical for successful projects, so we have evolved an approach that allows teams to articulate the vision by telling the story of a customer’s experience with your product.

We will show you how to map the journey, identifying areas for technology innovation and key features along the way that will help to create a product that people love to use.

Many people can find empathy with a character and their story. This helps in creating a compelling product vision and communicate benefits in order to secure funding.


00 – 20 mins 1. Introductions 2. Outline an example of the process from the perspective of a Virgin Galactic worked example. 3. Discuss how we have used this sucessfully at a number of client engagements (we have road tested this!)

Examples of what material we would use and how this would be delivered can be found here: slides 30 to 60 or here presentation clip - 00:48:15 to 01:05:00 (download in MP4 or WMV format).

20 mins – 30 mins

Take questions on the approach and techniques we have used, and outline a case study that will be used to generate the “glass wall”

30 – 80 mins

Split the participants up into groups and give them the choice of working from a case study we will provide or pick their own. (We would need people to come with this well thought out and will need to advertise this beforehand, as we are tight on time)

We would have two “tutors” to walk around the room and help people generate their characters, ideas, emotions etc. So this a joint proposal - additional logins will follow.

We want to get across the main principles in a time boxed period.

80 – 90 mins

We could then wrap up the tutorial, questions and feedback based on the experiences.

There is however a next stage to the process … taking those ideas and creating the materials to set the vision.

We could extend this to a 3 hour format, but I’m not sure that participants want to spend 3 hours in one session given all the other stuff going on at the conference.

Learning outcomes
  • Be able to use the “glass wall” technique to brainstorm customer journey and innovative technology ideas that will provide the basis for product vision, by creating a character who is representative of your primary target users, then walk through their experience with your product…….
  • How would they find out about your product? How would you help them understand your product and unique offering in the market place? What concerns may they have about using your product? How could you help remove any barriers to use or purchase?
  • So they have purchased your product, or started to use it. How does your product meet their day to day needs? What constraints or pressures do they have in their day to day work that you would need to address to ensure that your product is as effective as possible for them? What could you offer to ensure you create a product they love to use?
  • All these aspects of the customer journey and opportunities for technology use and innovation are explored and captured on the “glass wall”.
  • We will then show you how you can take this brainstorming output and distil it into a story that can be used to set a product vision, highlight key strategic features and outline a roadmap. This can then be used to help drive business value, get buy in from executives and stakeholders and assist Agile teams understand the longer term vision.
Featured participants
Primary target persona