Case StudyProduct Team: Creating A Product Vision - Creating a Tangible Product Vision
MasterCard faced significant challenges in aligning its teams around a cohesive product strategy. The absence of a clear and tangible product vision led to fragmented efforts, misaligned priorities, and difficulties in maintaining focus on long-term goals.
The Solution
MasterCard adopted a structured process to create a tangible product vision.
- Research and Stakeholder Interviews: Conducted interviews with key stakeholders to understand their perspectives, challenges, and aspirations for the product.
- Workshops: Facilitated workshops with cross-functional teams to brainstorm and align on the core elements of the product vision.
- Vision Articulation: Developed a clear and compelling product vision statement that encapsulated the desired future state of the product.
- Tangible Artifacts: Created visual and tangible artifacts (such as vision boards, prototypes, and journey maps) to make the vision more concrete and relatable.
- Communication and Buy-In: Ensured continuous communication and engagement with all stakeholders to build buy-in and commitment to the vision.
- Integration into Development: Embedded the product vision into the product development process, ensuring that every team and project aligned with the overarching vision.
Outcomes achieved
The adoption of a tangible product vision at MasterCard resulted in significant improvements across multiple dimensions of the product development process.
Teams experienced enhanced clarity and focus, as the tangible vision provided a clear north star that guided decision-making and prioritization. This alignment led to more cohesive and strategic efforts, reducing fragmentation and improving overall efficiency.
- Enhanced Clarity and Focus: The tangible vision provided a clear direction, helping teams to align their efforts and prioritize effectively.
- Improved Collaboration: The process fostered greater collaboration across teams, as everyone worked towards a shared goal.
- Increased Engagement and Buy-In: Continuous communication and engagement ensured that all stakeholders were invested in the vision, leading to stronger commitment and motivation.
- Strategic Alignment: The product vision helped in aligning projects and initiatives with the company’s long-term goals, ensuring a strategic approach to product development.
- Efficiency Gains: With a clear vision, teams could avoid redundant efforts and focus on high-impact activities, leading to improved efficiency and outcomes.
