UX Vision

Tool · Canvas

The UX Vision Canvas

Use these five steps to develop a shared UX vision as a team and connect it with measurable goals and planned features.

Download the canvas Read the instructions

What is our UX vision?

  • What do we want users to talk about when they interact with our product?
  • What adjectives and descriptions do they use?
  • Which UX factors do we want to focus on?
3

  • Users

    • What do we know about the users?
    • What problems do the users have?
    1

  • Measurement

    • How can we measure the UX?
    • How do we know how well we already fulfil a UX factor?
    • What are our UX goals?
    4

  • Product

    • What do we know about our product?
    • Which values does the product deliver – and which explicitly not?
    2

  • Features

    • What is the impact of the planned features on the UX factors?
    • Which feature should benefit which aspect of the UX?
    5

Challenges

What challenges do we have to overcome to get better in each of the four areas?

UX Vision Canvas · The numbers show the order of the steps. Developed by Dominique Winter · Licensed under CC BY-ND 4.0
A completed UX Vision Canvas seen from above, with sticky notes in the areas users, measurement, product and features.
A completed canvas from a workshop.

Process

Instructions

  1. Step 1Users

    Clarify what information or assumptions you already have about the people who will use your product. For example, share results from market research and user research and other artefacts that are already in use, such as personas or storyboards.

  2. Step 2Product

    Be clear about what your product is, what value it should deliver and, if necessary, what your product explicitly is not. This can include, but is not limited to, artefacts such as a feature list or a product backlog.

    Tip: the Product Vision Interview

  3. Step 3UX vision

    Now it’s time to develop the actual UX vision. Take your time to do this. Everyone from the product team collects descriptions on cards that people ideally use to describe the user experience. One idea goes on each card, and everyone collects ideas on their own. This takes about two to five minutes. Then all the cards are put on the table and duplicates are removed. Everyone then groups the cards into clusters and names the clusters directly.

    The clusters are now the factors of the UX that can be targeted. To maintain focus, the group decides which three to five factors belong to the UX vision.

    Example UX factors

  4. Step 4Measurement

    After the important UX factors have been determined, work out how the factors can be measured. These may be metrics that are already collected, or they may still need to be recorded and calculated. It is crucial, however, that measurability is accompanied by quantifiability. UX goals can then be derived from this.

    Measuring UX factors

  5. Step 5Features

    Once the UX goals are clear, evaluate the product’s planned features for their impact on the UX factors. Methods such as UX Poker can be used to estimate the strength of the effect as a team.

    More about UX Poker

Next steps

How do I start?

  1. Develop a UX vision and integrate it into your product vision. What is a UX vision?

  2. Derive goals for the UX from it.

  3. Evaluate possible changes to the product by their impact on the UX. With UX Poker

  4. Regularly review the UX of your product.

  5. Adapt your plan.

The canvas is a living document: keep maintaining it whenever you learn something new about users, product or measurements.

Research

The scientific basis for the UX Vision Canvas

The development of a UX vision and the need for it due to many possible UX factors is not only the subject of the work of many practitioners but also part of scientific research. The following are important publications on the development of UX visions.

  1. 2023

    Development of a Shared UX Vision Based on UX Factors Ascertained Through Attribution

    Winter, Dominique; Hausmann, Carolin; Hinderks, Andreas; Thomaschewski, Jörg

    International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 8, Regular Issue No. 2, pp. 247–254.

    doi:10.9781/ijimai.2023.04.001

  2. 2023

    On the Importance of UX Quality Aspects for Different Product Categories

    Schrepp, Martin; Kollmorgen, Jessica; Meiners, Anna-Lena; Hinderks, Andreas; Winter, Dominique; Santoso, Harry B.; Thomaschewski, Jörg

    International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 8, Regular Issue No. 2, pp. 232–246.

    doi:10.9781/ijimai.2023.03.001

  3. 2022

    UX Poker: Estimating the Influence of User Stories on User Experience in Early Stage of Agile Development

    Hinderks, Andreas; Winter, Dominique; Mayo, Francisco José Domínguez; Escalona, María José; Thomaschewski, Jörg

    International Journal of Interactive Multimedia and Artificial Intelligence, Vol. 7, Regular Issue No. 7, pp. 97–104.

    doi:10.9781/ijimai.2022.11.007

  4. 2015

    Faktoren der User Experience – Systematische Übersicht über produktrelevante UX-Qualitätsaspekte

    Winter, Dominique; Schrepp, Martin; Thomaschewski, Jörg

    In: Endmann, A.; Fischer, H.; Krökel, M. (eds.): Mensch und Computer 2015 – Usability Professionals. De Gruyter, pp. 33–41. In German.

    doi:10.1515/9783110443882-005

Support

Want to use the canvas with your team?

I support you in running it. Send me a short note about what you are working on and who will take part.

  • Workshop facilitation

    I facilitate your workshop with the UX Vision Canvas – from what you know about users to measurable UX goals.

  • One-day training

    Your team learns what UX visions are, applies several techniques for developing them to examples and discovers what else a UX vision can be used for.

Request support

or write directly to dominique.winter@designik.de