The document discusses building a vision tree to define and communicate the vision, purpose, and desired outcomes of a project from the customer's perspective. It recommends developing a clear, shared vision during early project phases using a vision tree, which defines problems from the customer viewpoint, jobs needed to solve those problems, and potential solutions. The vision tree is meant to provide context and ensure all elements align to support the overarching vision. It should be validated and refined throughout the project to guide development.

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BUILDING A VISION TREE
AUTHOR: SHARON DON
DATE:07/06/2012

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USER CENTRED DESIGN APPROACH
Envision

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ENVISION: WHY THE VISION TREE?
• Every project needs a single vision. Projects start out as ideas focused on results.
Somewhere in the transition from idea to project, the vision of a better future often gets
lost.
• During the Ideation & Concept phase of a project or program, it is important to develop a
clear, shared vision. The business owner must unify and promote the business vision within
the project team so everyone is unified in their understanding of the project purpose,
context and desired outcomes (value).
• As an owner, this person must take accountability for the project outcomes.
• The Vision Tree is used to define & communicate the project proposition & purpose,
end user problem statements, jobs to be done and high level user stories.

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ELEVATOR PITCH
What?
Vision
Product Purpose Why?
Problems
statements from
customer
perspective
What?
Jobs to do
to solve customer problems
How?
Product Construct
Solutions
Why?
User Stories
Insight: A day in my life
So What?
Customer
Proposition
Is this really what I
want?
Validate concept with Customer Insights
The Vision Tree is the most important element in shaping, defining &
communicating any idea that we bring to the table.
It articulates value and meaning in customer language on a single 1-page. Post
it prominently and involve your visionaries in planning and demos
Target Users
Customer Insights
Likelihood to uptake & use
Addressable market
Competitive landscape
POC
Testing

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I don’t know the
process to
complete this
document, or
where to start
Problem solve,
rather than
follow a
process
Define your
target
audience/u
sers/custo
mers
Keep it simple
with a
maximum of 3
user problem
statements or
break it down
further
Start with
what you
know (straw-
man) and
build out
from there.
We keep
going around
in circles –
we can’t land
it
Cant land a
vision, cant
validate
user stories?
Stop
All elements
must align to
support the
vision – if
not change
the vision
Collaborate -
brainstorm,
constructively
challenge &
iterate to
shape and
define
If you cant land
a vision, stop or
change the
vision
Two heads
are better
than one -
test your
idea within
the team to
validate
end user
value
Convey context &
common meaning
to everyone in
your development
team
Semantics
- words
can get in
the way
of
meaning
Visualise!
Explore
how other
teams have
used the
Vision tree
- Case
Studies
Why should
I use this? I
can already
define a
proposition
PROPOSITION –
Vision Trees are used to define & share a unified vision,
demonstrate value from an end users perspective, & provide
context & meaning to development teams.
Purpose –
Problem statement from a
user perspective / Insight
Jobs to be Done
Key functions that will
resolve each problem
statement
Key functions also form the
basis for use cases
How to define a problem?
• Keep it simple
• Define the problem as
personal…Whose problem?
• Create statements that can
be tested
• Use phrases like : “How
might we…?”
HOW TO CREATE A VISION TREE

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SAMPLE HIGH LEVEL USER STORIES
As a <USER>, I want to <Function> so that <Value>
• As a Product manager, I want to start the Vision tree based on what I already know, so
that our team can collaborate to fill the gaps.
• As a Designer, I need to understand the target audience so the team creates a solution
that fits the customers needs.
• As a Designer, I don’t want too many problem statements or jobs to be done so the
vision and solutions stays simple enough for the whole team to understand.
• As a Designer, I want to challenge the Business Owners assumptions so the team doesn’t
waste time and money developing lame products.
• As a Product manager I want the team to understand the Product proposition, purpose
and context so they develop a solution that meets my customers needs.
• As a Product Manager or Designer I want my team members to collaborate together so
they can leverage their collective expertise and experience to validate assumptions and
develop optimal solutions.

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WHAT NEXT?
• Your vision should be validated
• Conceptual testing can improve and tweak the vision
• The vision should be used as a guide throughout the project
• May be used within Agile or waterfall

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SUMMARY:
It’s not about the document – it’s about the thinking …
• Leverage from experienced “vision tree” experts!
• Structure is less important that content (which is why it is hard!)
• Test, Validate and improve the vision as you progress

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WANT TO LEARN MORE?
A Human centred Design approach maximizes customer value.
• Strategy Definition
• Customer Insights , Customer/User Experience strategy
• Target Customer/User & Channels
• Value Propositions, Prioritization & Planning
• Collaboration & Agility: Visioning for Value, Personnas, User Stories/Use
cases, Information Architecture, Protoyping, Testing, Iteration, Production
• Business Process Design & Organisational Structure
• Feedback & Analysis
Contact Sharon Don @ CommunNovate.net to learn more about Human centred,
Design Thinking approaches to Innovation and Transformation