UX Vision

A vision is an aspirational future state view of an experience users will have with a product, service or organization, visions are often overlooked, but they’re actually really important. They’re meant to inspire people and give a sense of alignment and direction for the future. Without a vision, we end up asking ourselves what we’re doing, where we’re going and why it matters.

A vision should help communicate what the team stands for, the impact it will have, and what UX aspires to be or do. Here’s a lightweight structure you can follow to create a purposeful UKCS vision. First, gather your team and refamiliarize yourselves with your company vision, openly discuss your current challenges, your long term goals and any existing research insights you have, you can also talk about things like research and deliverables you enjoy working on the most, the partners you love collaborating with and the ambiance you hope to create when collaborating. Then use a focus question to get people thinking about the vision they’re about to create. For example, what impact do I want my team to have on my company product or users? Or in what way will my team ultimately interact with other teams and stakeholders, or even what will our product look like or be like if we achieve our long term goals?

Next, take about 10 minutes to write answers to the focus question you choose on Post-it notes. Keep one answer per Post-it and when the team is finished, cluster those posts into common themes, draw circles around any common themes and label them. These labels will represent the language you’ll use to draft your vision statement. Have someone who’s comfortable writing in front of an audience facilitate to help the team come up with many different vision options. Using the language in your answers and your theme labels, I usually like to write the vision options on a whiteboard and then narrow it down to about three.

The team can then vote on the one that best answers the focus question you originally provided. It’s important to remember that a vision is more than just a poster in the hallway or a statement that sits at the top of your roadmap. It must be lived out as you carry out your research, design and content work, rely on your UX vision as a guide and check in with it to see if your.

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