Creating a vision

We understand that a clear product vision is a valuable communication tool which reflects the value we need to deliver, and so guides the scope and direction of a product. 

Defining the vision #

• Facilitate collaborative vision workshops with the delivery team and stakeholder community.
  • Here’s a lightweight prompt exercise which can be adapted to different contexts (links to internal dxw Miro board).
  • Consider scenario planning or consequence scanning activities for teams which would benefit from a more structured approach
• Keep the following principles for an effective vision in mind:
  • It focuses on the impact and outcomes we aspire to
  • It’s ambitious yet realistic, describing the best outcome we can achieve
  • It’s clear and concise
• Consider validating your vision with wider stakeholder and user groups to ensure it reflects genuine needs and aspirations, and is focused in the right direction.
• Consider when the vision should be reviewed and updates considered. The appropriate cadence for updates will depend on the scope and stability of the product space. 

Using the vision #

• Include your vision in key product artefacts, such as your roadmap, performance framework, or product strategy.
• Reference your vision on an ongoing basis, for instance during roadmap reviews, Show & Tells, and stakeholder engagement sessions.
• Embed the vision and associated narratives with any formal change management processes, for instance during product rollout and adoption.
• Consider user story mapping, a jobs-to-be-done framework, or alternative storytelling methods to link your high level vision to specific user needs and journeys.
• Consider specific stakeholder alignment sessions to embed a new vision and ensure ongoing buy-in.

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Last reviewed 2026-02

Last updated: 2 March 2026