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In this article, we will share Garantme’s Product vision and the process we went through to create it. In it, you will find the definition of a Product vision, Why we need one at Garantme, How we built it, and What it looks like.
We hope that this article can be helpful to entrepreneurs, companies, and product people.
At Garantme, the product vision describes how a future world could benefit from our Product. It’s not what we have but what we would like to have in the future.
The Product Vision is not focused on UX, we don’t really care about usability. Instead, we are focused on generating emotions by talking about the problems we aim to solve.
The Product Vision comes in two forms.
Visuals that highlight the addressed problems from the users perspective and leaves room for imagination.
A High fidelity prototype that makes you feel like the future is already here.
We will share examples later in the article.
In just 4 years, we went from selling one insurance product through a website to handling different types of insurance products throughout multiple platforms.
With such fast growth, it can be hard internally for teams and externally for the partners and clients to keep track of the end goal and find the meaning behind each strategic move. The Product Vision came in to help us give a clear destination to everyone.
The best product people like to work on a compelling vision. During the first interview rounds, we started sharing the Product Vision. Our hypothesis was that:
It also applies when it comes to recruiting experts and partners (SEO, SEA, Brand), for example, we give them access to the following notion page to fasten their onboarding and enable them to use our work when conducting their mission.
The Product vision is not set in stone, it’s a tool to engage in discussions with your market.
It needs to be shared and validated.
Are we getting feature requests that correspond to the vision? Are partners and clients buying into our Product Vision?
That’s why we share the Product Vision with as many stakeholders as possible including investors, clients, partners, and team members. We also frequently confront it with our backlog to check if our day-to-day efforts are bringing us closer to the vision or on the contrary, the product vision is outdated and needs to be worked on.
Having a clear vision empowers teams to set up the rest of the chain. The Product vision describes our destination. Having a clear vision of the destination gives teams a clear starting point and a solid basis to define how we are planning to get to the destination (Product strategy) and the best tactics that can actually get us there helps (Product discovery).
We’ll be writing an article on Product Discovery at Garantme soon. Stay tuned 😉
There is no need to re-invent the wheel, so when we set out to create our Product Vision we started with research. You can find the documentation that was the most useful to us in the references section.
We finally decided to keep in mind the principles best summarized by Product Board in the following article: How to write and communicate an effective product vision
Following these principles allowed us to make sure that our Product Vision:
It’s a job to be done by the product leader, depending on the organization it can be the CPO, the head of product, and sometimes the CEO. It’s a job that requires strong collaboration with Product Design especially when it comes to communicating the Product Vision.
The leadership of a company doesn’t need to create the Product Vision but they need to be included and feel shared ownership. This will facilitate the communication and adoption of the Product Vision outside the Product Team and will contribute to a common culture accross the company.
For more details about this, I highly advise you to read the Product Vision section of Marty CAGAN’s EMPOWERED
We decided to work on the first version of our Product Vision 3 weeks before the 2021 annual review. The annual review was the ideal candidate to kick-off the Product Vision as it is a moment when we celebrate our success and create alignment for the future.
To achieve this goal we followed these steps:
Picture of the team working on the product vision
We organized 3 sessions to work on the Product Vision involving participants from different teams to leverage their creativity and their knowledge.
Each session included a reminder of the Product Vision and 2 workshops
The goal of this workshop is to take a moment to visualize the current state of our Product. It’s mainly done to put the participants in the best conditions for the creative workshop that will follow. For that we used the Rose/Thorn/Bud workshop.Thorn / Rose / Bud - Template
The goal of this workshop is to leverage the creative power of each participant and generate as many ideas as possible.
"Vision and with the other we left them with a blank page. We definitely generated more ideas and engagement with the participants when they were given a blank!" — Clarisse, Product Designer at Garantme
"The workshops allowed us to generate ideas and most emportantly enthousiasm around the product vision. After the workshops, the participants were talking about their ideas during lunch and coffee breaks" — Emile, CPO & Co-founder
Picture of the sketches
Our product vision is built on 3 pillars that are focused on Real Estate Professionals.
Garantme enables real estate professionals to secure 100% of their rental portfolio with a wide range of insurance products while benefiting from
Garantme enables Real Estate Professionals to offer the best experience to their clients through the whole rental lifecycle. Listings, apartment visits, applications, and contract management are centralized in one tool that guarantees smooth operations.
Garantme provides GDPR and ORIAS council to enable Real Estate Professionals to acquire new business by leveraging market data and increase their revenues with the sales of insurance products to tenants and landlords.
The results of these workshops allowed us to work on a hight fidelity prototype that gives us a clearer vision of the future we imagine.
You can find our first sketches on this Figma
We are at the premise of building a powerful product vision. So far we managed to achieve very short-term gains.
What’s left to do? Iteration! We’re currently working on our tangible vision and gathering feedback.
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