Product Vision And Goals

Product vision and goals

7 November 2023 Time to read:  minutes

The product vision and goals in Agile Scrum are the overarching ideas that guide and motivate the work of the development team.

The product vision provides a clear and concise description of what the product should be, what it should do, and who it should serve. The goals, on the other hand, provide specific and measurable targets that the product should achieve.

The product vision and goals are critical to the success of the project because they provide direction, motivation, and clarity for everyone involved. They help ensure that everyone is working towards the same outcomes and that the product is aligned with the needs and expectations of the stakeholders.

The product vision and goals should be created at the beginning of the project and updated regularly as the product and market evolve. They should be clearly communicated to everyone on the team, including the Product Owner, Scrum Master, and Development Team, to ensure that everyone understands the purpose and objectives of the project.

Product Vision

A product vision is a clear and concise statement that describes the long-term desired outcome of a product and the value it provides to its users.

The product vision is a crucial component of Agile Scrum as it sets the direction and provides the motivation for the development team.

A product vision should be:

  1. Inspiring: The product vision should inspire the development team and stakeholders to work towards a common goal.
  2. Clear: The product vision should be clear and easy to understand so that everyone can easily align their work with the desired outcome.
  3. Aligned with Customer Needs: The product vision should be based on a deep understanding of the needs and desires of the target customers.
  4. Long-term: The product vision should describe the long-term outcome of the product and not just the immediate goals.
  5. Adaptable: The product vision should be flexible and adaptable to changes in the market, technology, and customer needs.

By creating a compelling product vision, the development team can stay focused on the long-term desired outcome and ensure that they are delivering value to the customers. The product vision also provides a framework for prioritising work, making decisions, and measuring progress towards the desired outcome.

To give you 3 examples:

  • Amazon: “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”
  • Airbnb: “To create a world where anyone can belong anywhere.”
  • Tesla: “To accelerate the world’s transition to sustainable energy.”

Product Goals

Product goals are specific and measurable targets that a product should achieve to meet the needs and expectations of the stakeholders.

In Agile Scrum, product goals provide direction and focus for the development team and help ensure that everyone is aligned and working towards the same outcomes.

Product goals should be:

  1. Specific: The goals should be clear, specific, and easy to understand. They should describe what needs to be accomplished and how it will be measured.
  2. Measurable: The goals should be measurable so that progress can be tracked and evaluated.
  3. Aligned with the Product Vision: The goals should align with the product vision and support the desired outcome.
  4. Realistic: The goals should be achievable within the constraints of the project, including budget, timeline, and resources.
  5. Prioritised: The goals should be prioritised based on their importance and urgency to ensure that the most critical work is completed first.

By setting clear and achievable product goals, the development team can stay focused on delivering value to the customers and ensuring that the product meets the needs and expectations of the stakeholders. Product goals also provide a framework for measuring progress and making data-driven decisions to ensure that the project stays on track and delivers the desired outcomes.

Some examples:

  1. An e-commerce website: Product goal — Increase customer satisfaction by reducing the average time to complete a purchase by 50% within the next 6 months.
  2. A mobile app: Product goal — Increase the number of daily active users by 25% in the next 3 months by adding new features and improving the user experience.
  3. A social media platform: Product goal — Increase user engagement by 50% within the next 6 months by adding new interactive features and improving the content discovery process.
  4. A project management tool: Product goal — Reduce the average time to complete a project by 30% in the next 6 months by automating routine tasks and streamlining the collaboration process.
  5. A healthcare platform: Product goal — Improve patient satisfaction by 50% in the next 9 months by providing more personalised care and making it easier for patients to access their health information.
  6. A fitness app: Product goal — Increase user retention by 30% in the next 6 months by adding new workout routines and tracking features to keep users engaged.
  7. An online education platform: Product goal — Increase student engagement by 40% in the next 12 months by improving the content delivery process and adding interactive features.
  8. A financial management tool: Product goal — Reduce user errors by 50% in the next 6 months by improving the user interface and adding new features to make it easier for users to manage their finances.
  9. A weather app: Product goal — Increase the accuracy of weather forecasts by 30% in the next 6 months by integrating new data sources and improving the forecasting algorithms.
  10. A virtual reality platform: Product goal — Increase user engagement by 50% in the next 9 months by adding new content and improving the user experience.

These are just a few examples of product goals.

It’s important to keep in mind that the goals should be specific, measurable, achievable, relevant, and time-bound (SMART) to ensure that they provide clear direction and motivation for the development team.

Wrapping Up

Product vision and goals are critical components of Agile Scrum. The product vision provides a clear and inspiring direction for the project, while the goals provide specific, measurable targets that the development team can work towards.

They help ensure that everyone is aligned and working towards the same outcomes, providing a clear framework for making data-driven decisions and tracking progress.

The product vision and goals provide direction and motivation for the development team, helping to keep everyone focused on delivering value to the customers and ensuring that the project stays on track.

They are key to successful Agile Scrum delivery, as they help ensure that the product meets the needs and expectations of the stakeholders and delivers the desired outcomes.

Simon Goodchild

Programme Manager with Trustmarque, who has been Programme Director of “nhs.uk” (creation and over-seeing development, currently ranked in top 1,400 for traffic of all websites worldwide, in top 100 in UK); Programme Director for the creation and delivery of an Intranet for the second largest employer in the world (at that time); Director of a health media company taking them through successful floatation; and publisher of “Traffic for Sales: Make People Buy Your Stuff” book, course and sales funnel website, helping SMEs to grow their business.

Simon Goodchild

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