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Thoughts about Vision

David Van

on 27 April 2010

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Transcript of vision

Project Challenges Rule of Thumb: If the team can tell you the Elevator Pitch, they know the vision. When decisions get made based on gut rather than alignment to the articulated vision/strategy, all parties are left questioning the decision.

Some of the prioritization is represented by the Must Do vs. Very Nice to Have status of backlog items, but it can feel somewhat abstract. The team is unable to make informed decisions about where to focus resources without knowing the vision.

There is no pedagogical platform to fall back on when making design decisions.

The team is left unaware of the Sales factors and how the company hopes to differentiate itself from the competition. This makes it hard to feel confident about big decisions. Who are the people on the fence? What factors are they considering most?

We don’t know how the customer should feel when using the product.

We don’t know the point of emphasis for the product.

We don’t know what we don’t know. What are the open issues, and the plan/schedule for closing them?
Who is the target customer?
What experiences are compelling to them?
What is the business opportunity?
What is the value proposition?
How is this offering different from competitors and substitutes?
What is the scope? We can’t do everything; what should we do best?
Case Study Design Principles Importance – Feasibility Chart Co-create Concepts Product Differentiation Chart The Elevator Pitch Symptoms Vague mandate
You look just like your competition
Your target customer base is "everyone"
People internally don't understand what you are working on Tools for Articulating the Vision* Burst Design Principles from Fall 2008
Looks easy
Evidence of Burst process at work
Satisfies both the teacher who considers herself an assessment/data expert, as well as the teacher who considers herself an instructional expert
Promotes teacher learning
Makes data immediately actionable
Lack of Clarity What is Vision? Questions “Based on [our effort], we need to focus on [what the key focus areas have in common] such as [examples], not [what the opportunities to ignore have in common].” From Tim Brown, CEO of IDEO:

"Strategy should bring clarity to an organization; it should be a signpost for showing people where you, as their leader, are taking them—and what they need to do to get there....

People need to have a visceral understanding— an image in their minds—of why you've chosen a certain strategy and what you're attempting to create with it...

Because it's pictorial, design describes the world in a way that's not open to many interpretations."

— from “Strategy by Design” in Fast Company, June 2005
The new edition of one of our assessments is competing for market share in Texas. The budget is small and, as of mid-April, we still do not have the final requirements from the producers of the assessment.

What is going to give us the biggest bang for our buck?

In a recent usability study, a trainer mentioned that she touts this product as the easiest assessment to administer, compared to WG’s other assessments - teachers mark answers either right or wrong. By requiring error capture, are we jeopardizing one of the things that our customers like best about the assessment? Or will compulsory error capture be a differentiating factor in the purchase decision?

Which focus point should be first and foremost: (a) growth or (b) assessment details to guide instruction?

Should data entry for group-administered spelling should be optimized for the web or the handheld?

Should we heed the advice of a teacher who suggested that using red for wrong answers on the Palm might demoralize a poor-performing student? Thank you.
* Some of the slides you see in this section are from the Adaptive Path UX Intensive The Design Story The Product Manager Address Success at this on Burst, Joule and Guided Reading where
Product Manager (Kasloff)would address entire group and
lay out the vision and purpose of the product, along with the
roadmap The Press Release Create an enthusiastic press
release for the product, even if it's release is not imminent. Point out how the product is going to make a difference in the life of it's users. Read more about Design Stories here:

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