A shared vision is something that successful companies have in common. Apple CEO Steve Jobs' stated their vision for the iPod was – “to make it so simple that people would actually use it”. Defining the experience up front, in the form of a vision, makes it much more likely that it will happen. An experience vision is a clearly articulated touchstone to help make choices during the design and development of a product. It's a simple, one line, sentence expressing the core of the experience people will have with the product. An Experience vision helps products stay on track, avoid feature creep, and remain focused on what's important; the users of the product. The coordinating force behind many of the products we love, they're also the glue in an Agile process.

1. A Shared Vision
The Glue in Agile

3. Simple
Stable
Fast

4. Why visions work
Aid collaboration
Culture of shared ownership
Stay on track
Keep focused on who’s important
Allow the team to get on with it
Manage complexity
Mitigate risk
Glue in Agile
Support how we think
Share the big picture
Narrative continuity

5. Glue in Agile

6. Support how we think

7. Share Big picture

8. You press the button,
we do the rest.

9. Wake up happy

10. Design, innovation
& the joy of driving

11. “To write songs that make people feel that
thing, like hairs standing on the back on their
neck, that makes them want to hear it again”
Ben Dillard, DEATH CAB FOR CUTIE

12. Always simple & complete

13. Why visions fail
Set up front
Not Simple, Attainable, Measurable, Emotional
Fiction not fact
Try to be perfect
Not shared, lack of buy in
Set by the wrong person(s)
No one to bang the drum
Not focused on users

14. Simple

15. Finding the core
Turned out to be about making users feel good about putting things off
"When we thought about why people would use Things, we realised
they had a lot on their plate. They wanted to achieve a lot and still
feel in control. They needed to be able to capture a thousand items
and yet not feel overwhelmed when they looked at the list. Things put
a lot of effort into making sure they'd only see a handful of the most
important things, but they'd be able to find all their other notes and
reminders when they needed them”. Jurgen Schweizer

16. Attainable
‘A vision a stake in the sand on the horizon.
You can’t get there today, but you can clearly see it in the distance.
You can see the steps you take in either bringing you towards the vision or taking you away’.
Jared Spool

17. Telling tales
“An insured home and car owner, having just had a tree fall
on their garage, will log into the site, explain the damage,
upload pictures, and get initial claim approval to start
temporary repairs and get a rental car – all within a few
minutes.
Within the next 24 hours, inspection appointments and a
detailed damage assessment are scheduled and reviewed, and
the repairs are underway within 48 hours.
All the payments are handled electronically from the
insurance company, with a single NET-60 bill sent to the
policy holder for the deductibles.”
Jared Spool

18. Measurable
‘A vision is a clearly
articulated touchstone to
help make choices during
the design and development
of a product’
Jesse James Garrett

19. All about the map
“These are my principles. If you don't like them I have others”
Groucho Marx

20. Emotional
Beauty
Proficient
Usable
Reliable
Functional

21. Vision framework
Simple – express the core
Attainable – within reach
Measurable – against decisions
Emotional - connect with users

22. Vision framework
Simple – express the core
Attainable – within reach
Measurable – against decisions
Emotional - connect with users
Story framework:
Leading character
Ambition
Conflict
Outcomes

23. Vision workshop
Aim
Validate insight
Open lines of communication
Shape the vision. Don't create it!
Build shared ownership through involvement
Good workshops
Are well planned
Have ground rules
The right people

24. Flickr vision

25. Start with a story
'You're on holiday in Cuba, taking lots of photos. At your hotel, you log
onto Flickr, and quickly upload photos to share with friends. You easily
tag, annotate and organise, before adding location. You’re careful not to
share some photos. While on the site, you discover some hidden treasured
from other users. Next day, you see that some people have commented on
your photos. One contact has added a photo as a favourite, which is
satisfying. A couple of nights later, you do the same again, but add some
more people to share with. You're still surprised by the speed of upload,
and how much space you get’.

26. Light the fuse
Imagine you’re a Flickr user. What are the
qualities of the site that matter to you?
Include the feeling associated with these qualities.
Method: Post up

27. Light the fuse
Imagine you’re a Flickr user. What are the
qualities of the site that matter to you?
Include the feeling associated with these qualities.
Method: Post up
Fun, useful, innovative, progressive, trustworthy, prestigious,
dynamic, responsive, friendly, simple, clear, distinctive, relevant,
tailored, discovery, valued, connected, joined up, learn, personal,
direct, show off, showcase, quick, helpful, define through photos,
capture life, share moments, community, proud, explore, find,
collect, own, copyright, remembrance, inspiration, nostalgic,
curiosity, serendipity, surprise, delight, accessible, secure,
stay in touch, find people, reliable, organised, safe,
easy to use, unlimited.

28. Here’s a trick
Remove the system qualities
Experience qualities
Fun, innovative, progressive, trustworthy, prestigious, dynamic, friendly,
distinctive, relevant, tailored, discovery, valued, connected, joined up,
learn, personal, show off, showcase, quick, helpful, define through
photos, capture life, share moments, community, proud, explore, find,
collect, own, remembrance, inspiration, nostalgic, curiosity, serendipity,
surprise, delight, stay in touch, find people, organised.
System qualities

29. Here’s a trick
Remove the system qualities
Experience qualities
Fun, innovative, progressive, trustworthy, prestigious, dynamic, friendly,
distinctive, relevant, tailored, discovery, valued, connected, joined up,
learn, personal, show off, showcase, quick, helpful, define through
photos, capture life, share moments, community, proud, explore, find,
collect, own, remembrance, inspiration, nostalgic, curiosity, serendipity,
surprise, delight, stay in touch, find people, organised.
System qualities
Useful, responsive, clear, direct, quick,
accessible, secure, reliable, safe,
simple, unlimited.

30. Hidden patterns
Affinity mapping
Fun Discovery Unique Memories
Friendly Surprise Innovative Define yourself
Trustworthy Delight Dynamic Define through
Valued Serendipity Distinctive photos
Tailored Community Progressive Capture moments
Personal Explore Prestigious Remembrance
Helpful Connected Nostalgic
Learn Joined up Curiosity
Excited Collect Record memories
Proud Find people Organise
Stay in
touch
Share
Show off
Showcase
Relevant

31. Hidden patterns
Affinity mapping
Trusted Social Intelligent Moments & memories
Fun Discovery Unique Memories
Friendly Surprise Innovative Define yourself
Trustworthy Delight Dynamic Define through
Valued Serendipity Distinctive photos
Tailored Community Progressive Capture moments
Personal Explore Prestigious Remembrance
Helpful Connected Nostalgic
Learn Joined up Curiosity
Excited Collect Record memories
Proud Find people Organise
Stay in
touch
Share
Show off
Showcase
Relevant

32. Prioritise
Dot voting
Trusted Social Intelligent Delight
Fun Discovery Unique Memories
Friendly Surprise Innovative Define yourself
Trustworthy Delight Dynamic Photos define
Valued Serendipity Distinctive Capture moments
Tailored Community Progressive Remembrance
Personal Explore Prestigious Nostalgic
Helpful Connected Curiosity
Learn Joined up Record memories
Excited Collect Organise
Proud Find people
Stay in touch
Share
Show off
Showcase
Relevant

33. Refine qualities
Best fit: Define yourself through photos
Trust that your photos are in good hands
Feeling good about staying in touch
Excited about discovering new things
Fun that comes with sharing photos
Pride from a good photo
Delight in discovery
Reward from people responses
Excitement created from notification
Satisfaction with keep on top of my photos
Comforted that my memories are captures
Happy with ease of showcasing photos

34. Vision template
Vision Trusted, social, intelligent, delightful
Insight People define themselves through photos
Upload a photo, share a story, showcase your life, relive a memory,
Themes
discover the world
Define, Trust, Discovery, Share, Find, Showcase,
Qualities Stay in touch, Capture moments, Record memories, Relive
'So, you're on holidays in Cuba, taking lots of photos. Back at your hotel, you log onto Flickr, and quickly
upload photos to share with friends back home. You easily tag, annotate and organise, before adding
location. You’re careful not to share some photos. While on the site, you discover some hidden treasured from
Story other users. Next day, you get notifications to say some people have commented on your photos. One contact
has added a photo as a favourite, which is satisfying. A couple of nights later, you do the same, but add some
more people to share with. You're still surprised by the speed of upload, and how much space you get’.
Upload, share, tag, annotate, organise, locate, set privacy,
Goals
discover, notify, favourite, comment, contact, record
Guiding principles In good hands. Photos look better here. It’s your stuff.
You decide who sees it.
Tension points Yahoo log in, out dated design
Moments of delight Speed of upload, rediscovery
Remembrance, inspiration, pride, curiosity, delight, nostalgia, fun,
Emotions to evoke satisfaction, comfort, trust

35. Conclusion
Successful companies have a vision in common
Lack of a coordinating force can be a pitfall of Agile
Think about the experience up front
We’re less effective without structure
Creating a vision can be daunting
It doesn’t have to cost the earth
You may already have one
A framework and template can help
Telling stories helps too
It’s ok to change it later
It’s a team effort
Have fun . . .

36. Essential reading
Simple and Usable
Web, mobile, and interaction design by Giles Colborne
Gamestorming
A playbook for innovators, rulebreakers, and changemakers by
Dave Grey, Sunni Brown, James Macanufo
Undercover User Experience Design
Great UX with a tiny budget by Cennydd Bowles and James Box
Back of the Napkin
Solve problems and sell ideas with pictures by Dan Roam
Made to Stick
Why some ideas take hold by Chip and Dan Heath
Start with why
How great leaders inspire by Simon Sinek

37. Thanks
Email me: alan@analog.coop
Personal site: http://alancolville.org/
Work with me: http://analog.coop/
Twitter: http://twitter.com/#!/alancolville
Flickr: http://www.flickr.com/photos/alancolville/
Slideshare:

38. Shoulders of giants
Thanks to
Richard Caddick and Giles Colborne
Inspired by
Giles Colborne, Jared Spool, Cindy Chastain, Jesse James Garrett

39. Vision links
Johnny Holland ‘What is an Experience Strategy’ http://johnnyholland.org/2009/06/04/what-
is-an-experience-strategy/
Cindy Chastain from Boxes & Arrows - Experience Themes - How a storytelling method can
help unify teams and create better products. Slideshare (http://www.slideshare.net/
cchastain/experience-themes-an-element-of-story-applied-to-design-1190389)
Jared Spool 'The Experience Vision'- http://www.uie.com/brainsparks/2006/05/31/the-
experience-vision/
Joe Lamantia from Beyond Findability - IA Summit 09 (http://2010.iasummit.org/talks/9693
Making a User Experience Strategy Tangible by Catriona Cornett
http://www.inspireux.com/2010/05/31/making-a-user-experience-strategy-tangible/?
utm_source=twitterfeed&utm_medium=twitter
For more useful tips of facilitating a collaborative workshop visit Leisa Reichelt's notes on her
workshop for facilitating workshops - http://www.disambiguity.com/uxdo-workshop-
facilitation/
How to fit story telling element in better by Sarah Doody- http://www.slideshare.net/
sarahdoody/the-need-for-storytelling-in-user-experience-design-8999357
Jared Spool ‘Essential UX Layers for Agile and Lean Design Teams’ http://www.uie.com/
articles/ux_layers_agile/