UIEtips Article: The 3 Steps for Creating an Experience Vision

Jared Spool

May 14th, 2007

UIEtips 5/14/07: The 3 Steps for Creating an Experience Vision

When we talk with design teams, more often than not, they articulate that “users are our first priority.” Yet, as projects progress, the priority often shifts to the appropriate technology solution and the needs of the business stakeholders. It’s not that the design teams don’t think the users are important. But somewhere along the way, the primary focus moves off of the users’ needs.

How can design teams ensure they continue to focus on their users first? In our research, we’ve found that many successful teams are solving the problem by creating an experience vision.

In this week’s UIEtips article, I introduce the technique of creating an experience vision. With this strategy, organizations think about what the experience of using their design will be like at some time in the future. After reading this article, I believe you’ll see why your organization may want to consider creating and articulating a vision for your designs.

As always, please share your thoughts with us. Is your design team having trouble focusing on the users? Does your organization have an experience vision? Join the discussion below.

Read today’s UIEtips article.

[If you find this article interesting, you’ll definitely want to attend the UIE Road show in June, Secrets Behind Designing Great User Experiences, a full-day workshop, based on 10 years of UIE’s extensive research. Explore the program.]

6 Responses to “UIEtips Article: The 3 Steps for Creating an Experience Vision”

  1. brian loveland Says:

    I like the article but would like some concrete examples of companies which are actively doing/have done this. I agree with the concept of the article and am actively trying to move my company in this direction, however, achieving it is very difficult.

    If you have some examples of specifics, the documents generated, how the companies came to consensus on the vision, the roadmap which was identified to get them to the vision, and the steps they have/are taking, I would be very grateful.

    Thank you!

  2. Jared Spool Says:


    Good idea. Stay tuned…

  3. Christian Watson Says:

    Agreed. I would love to see some examples or even case studies. Otherwise this may be a hard sell within larger organizations.

  4. Dimiter Simov Says:

    I second Christian and Brian (or I third them, if I can say so). All this sounds good but can you give us or refer us to some sample visions. For example, what is the vision for UIE’s Brain Sparks?

  5. Daniel Szuc Says:

    Read again and enjoyed it again. Suspect this article will be just as valid for many years to come.

  6. Mike Madaio Says:

    @Jared — you said “stay tuned” to Brian back in ’07 — did you ever provide any of these examples?

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