In the dynamic world of innovative product development, vision is paramount. But who truly bears the responsibility for shaping this crucial foresight? Is it the Product Manager (PM), the Agile Product Owner (PO), or User Experience (UX)?
A telling survey from NN/g reveals a significant disconnect: while 68% of PMs believe they should own product vision creation, only 32% of UX designers agree. Interestingly, 44% of UX professionals lean towards the Product Owner (PO) taking on this vital role.
The importance of a clear product vision can’t be overstated. It’s not just about answering “why are we doing this?” but also about defining “where are we going?” In product design, an early, well-articulated vision can drastically reduce the cost of large-scale changes down the line, ultimately boosting product development success. Yet, the ongoing debate over who owns this critical piece highlights the fuzzy boundaries between the PM, PO, and UX roles. PMs often think in terms of grand strategic blueprints, while POs and UX professionals tend to focus on translating that vision into concrete user needs and intricate interaction details.
Regardless of who leads the charge, these differences inevitably expose trade-offs in real-world practice. So, instead of getting caught up in assigning ownership, perhaps the real question is: who is best equipped to do it, and how can it be done effectively? The true secret here is that vision isn’t merely text; it’s a picture. Tools like the “Qgenius Vision Canvas” can transform abstract visions into a shared, visual team consensus. A truly effective vision isn’t just a document; it’s a vivid depiction of the future. It’s clear, compelling, and most importantly, inspiring. Therefore, vision isn’t just one person’s job; it’s the entire team’s collective canvas.