3. What is a Visiontype?
A visiontype is a prototype that is meant to tell a persuasive story of a possible future.
4. – not meant to be a spec, only covers main concepts
– no effort made to be complete
– often happens very early in the process
– often goes beyond the scope of a single project
– often associated with a product strategy
– effective tool for communicating a product strategy to the
entire product team
– test key concepts with users
– move the vision forward into reality
– helps stakeholders see the power or the limitations of ideas
Visiontyping and
the Hands-On
Executive
By Marty Cagan, Feb 25, 2009
https://svpg.com/visiontyping-and-the-
hands-on-executive/
5. Moreover, even the most brilliant
executive will have plenty of bad ideas
too, and this process helps to quickly
separate the good from the bad, or
‘fail fast.’”
“Visiontyping and
the Hands-On
Executive
By Marty Cagan, Feb 25, 2009
https://svpg.com/visiontyping-and-the-
hands-on-executive/
6. When to Visiontype?
– after there is a known problem and ideas for a solution
– after research and empathy around who the users are
– when the vision is ambiguous or there are competing visions
– usually completed before building or to get resources/buyin in order to build
– useful when some pieces have been built but overarching story isn’t clear or communicated
– NOT for everything, but…
– not only for grand, high level stuff
7. HANDS ON TIME 1 of 5
Write down an idea that might
benefit from a visiontype.
1) Known problem and ideas for a solution
2) Vision is ambiguous or there are competing visions
8. Visiontype Best Practices
Spin a Story
Pull Together the Pieces
Don’t Sweat the Small Stuff
Push What’s Possible
Validate High-level Concept
Evangelize, Evangelize, Evangelize
Think of the Afterlife
13. Pull Together the Pieces
– Easy to work feature by feature, but you can lose track of the bigger story
– Show how all the features work in concert
– Can support visiontype with diagrams
14. HANDS ON TIME 3 of 5
Identify the big pieces that
make up your vision.
16. Don’t Sweat the Small Stuff
– Focus on the story and how the solution serves the story, not the details
Jon Kolko, Interaction17 (17 min)
– “Make the story seem perfect”
– Just enough to set a trajectory
Artifact ideas:
– Cute/Large UI
– Happy Path prototype
17. FAQ: How much can you gloss over?
Focus on your story.
Before creating a visiontype you should absolutely have thought through details, especially ones that
could break the vision. With many concepts, the devil is in the details. However, it is okay to not have
an fully fleshed out answer for every single problem.
Don’t include every single detail in presenting your visiontype. Each stakeholders will bring up the
details that matter to him/her. Let it be a discussion and be prepared for it, but don’t let it bog down
your story.
19. “The creative process, like a good
story, needs to start with a great
leap of lightness, and that is only
attainable through the suspension
of disbelief.”
— Frank Chimero, The Shape of Design
23. Validate High-Level Concept
– Getting in the ball-park (Patton)
– Try to use their data/business processes
– NOT usability testing, you probably shouldn’t actually give them control
– Different from evangelism; tell your story without selling your story
– Listen very carefully. What do they fixate on?
– Get them to tell you specific stories on how this would have helped
25. Evangelize, Evangelize, Evangelize
– Who are your key stakeholders? Ask “Who will this affect (teams and individuals)? Are there others
who have tried something similar before? Who are likely allies? Who are likely challengers? Who are
the influencers?”
– Help frame it for each audience “What’s does this mean for me?”
– Nemawashi (“going around the roots”) approach key stakeholders individually before the meeting
– opportunity to introduce the vision to them and gauge their reaction
– gather their input
– reduce interpersonal dynamics
– Adobe Creative Cloud Story - Lea Hickman
26. HANDS ON TIME 5 of 5
Identify which stakeholders you
would need to convince in order to
make your visiontype real.
28. Think of the Afterlife
– Good ideas have long lives, even if they aren’t immediately built
– How can your artifacts enable others to promote this vision?
– If this isn’t the right time for the idea, how can you help others not start from scratch?
– PDFs and movies/gifs vs interactive prototype (what am I supposed to click on?)