UX Product Vision: A Complete Overview


A clear and compelling UX product vision is key for a product to become successful. If you are about to build a UX product vision make sure it highlights your business goal and the future state of your product. UX vision is the most crucial tool for creating a collaborative workplace. It enables the design department, development team, and product management team to work together.

This article explains to you the path every company should take for building a UX product vision for its growth in detail. 

UX Product Vision – A Brief

A UX product vision is an outline that explains the product’s purpose and the future state. Since the UX product vision aligns with the business goals, the development team will find it useful while making vital decisions during the development stage.

The company’s overall goal is greatly influenced by its product vision. A good product vision helps businesses to create the ideal customer-driven strategy. Apart from enabling businesses to understand the product’s purpose, product vision brings the future to everyone’s work and motivates them to deliver the best.

Importance of Product Vision

UX product vision is the most vital thing for UI/UX designers to create an impactful product design. A well-defined vision statement plays a major role in developing a product overarching the business objectives.

In addition to all, here are the key aspects companies can gain through a good UX product vision.

  • Product vision acts as an effective communication tool for designers to convey their ideas to the stakeholders.
  • Product vision helps designers to create user-centric designs by prioritizing the features.
  • Designers and developers understand their role and contribute accordingly.
  • A well-defined product vision guides developers and designers to prioritize the tasks to achieve the goal.  

What Makes A Good UX Product Vision?

A product vision need not be as lengthy as an essay or thesis; instead, it needs to be convincing and effective. Here are some key aspects that make a good product vision.

  • Clear & Stable – Vision must be fixed, clear, and easily understandable by everyone.
  • Broad & Engaging – It should portray the bigger picture so that everyone can relate their contribution and give their best to make it happen.
  • Shorter & Sweet – Instead of being a complex phrase, product vision must be a simple statement that delivers straight to the point.
  • Easily Achievable – Product Vision expresses the futuristic idea of the product, at the same time it should define a goal that can be met.
  • Insightful – A product vision must be derived based on the user’s need and it should motivate them.

How To Build a UX Product Vision?

Here are the steps to follow for building a successful UX product vision.

Step 1: Research and gather data to understand the current state

This is the step where you should gather all the available data from stakeholders. The amount of data you gather will give you the option to under the current state more easily and quickly. Here are some ways you can gather useful data.

  • Competitive analysis – By looking closer to the competitors you can gain more knowledge about the strengths and weakness of the products.
  • Interviewing stakeholders – Don’t hesitate to talk to your stakeholders. Good talk will let you be aware of the concerns and ideals in detail.
  • Value proposition canvas – Gather all essential details/data about the product and create a value proposition canvas.  
  • User Personas – Collect the details of your target audience such as demographic data, user behavior, customer preference, motivation, and so on.
  • Interviewing Users – Take valuable time to engage with the potential users. This will give you clear thoughts on their needs and expectations.
  • Usability testing – Finally, never forget to test your product before release and collect feedback from the users after release.

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Step 2: Prepare for collaborative workshop sessions

The second step is to collect the existing information about the product like value proposition, customer detail, and so on. Create a consolidated view for stakeholders with the gathered data. This will pave the path for collaborative workshop sessions where new ideas or concerns will start booming.

Step 3: Share and review

Share all the gathered information with your stakeholders, project managers, and other team members for review. This will lead to the collaborative workshop and create a shared vision over the research insights for identifying obstacles & opportunities.

Also, it will help you gather vision-related research insights from the team members and categorize them.

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Step 4: Envisioning the future

Once you can view the current state of the product, you can easily envision its future. You can also ask your team members to envision the ideal future state of the product and see whether it differs from yours.

Here are some questions to ask for constraining the team’s ideation process on envisioning the product’s future state.

  • Where will our product be in the next five years?
  • What will our product look like if we implement all those proposition values?
  • How customers would feel and experience the look of our product in the future?

Step 5: Crafting UX product vision

Based on the gathered information and attributes shared by the stakeholders you can build a potential product vision. If needed, you can use your team members to connect all the dots in the gathered data and create a perfect UX product vision.

Once the final version of the UX product vision is generated, you can share it among the team members in a purposeful and meaningful way. By doing so, they can understand the ideal future state of the product and be aware of their contribution to it.


Creating a sustainable UX product vision through a collaborative and systematic approach will be a powerful tool for work guidance, prioritizing initiatives, and so on. A stable and clear product UX vision will help the design team to be more aligned and efficient. Also, it assists companies to develop customer-centric products and to achieve their objectives.