Google Design on YouTube · Open on YouTube
Strategy and organisational impact · Expert · Lesson 94 of 99 · 1 h 35 min video, then about 1 hour of practice
Creating an experience vision teams can build toward
After this you can create a vision artifact (narrative, prototype or concept screens) that makes a two-to-three-year direction concrete enough to align teams around.
Why it matters
A vision is the strategy made visible: a story or prototype of what the experience will be like, specific enough that teams can see how today's work moves toward it. Done well, it is the most powerful alignment tool a design leader has, because it lets executives and engineers react to something concrete. Focus on grounding it in research, on showing a day in a user's life rather than a feature list, and on making clear what is a commitment and what is illustrative. Trap: a glossy concept video that nobody can connect to next quarter's roadmap. A vision without a path is decoration.
How to use this resource
A long Google Design event on storytelling in product design and business strategy: how vision narratives are used to align organisations. From 2018 and long; the parts on how vision work is used inside large companies are the reason to watch.