Product Owner/Manager, UXD, team members, stakeholders and even real customers
This practice is part of: Product Ownership.
What is it?
A visual approach for scoping the most important features of a product/service. It is a drawing of multiple concentric circles, each of which represents an additional layer of details for the product/service. At the core are the generic product/service characteristics (features), followed by minimal conditions circle (must haves), an augmented product circle, a potential circle (differentiations and customer retention features) and additional circles if required.
Why use it?
- Opens up the product development for the whole team
- Identifies what matters and get everyone on the team to understand the design and prioritisation. Of features
- Provides transparency in prioritisation and strategy/vision alignment
- Helps move the focus on the important / differentiating features
- When used for existing products/services allows for uncovering options for pivoting
Why & How to combine it with other practices?
- This practice could be used in combination with practices as Impact Mapping, Lean Canvas, Value Proposition in order to build a vision for a product/service and translate that vision into actionable and prioritized set of features.
- The output from the practice may invoke User Research, Usability Reviews (for existing products/services)
- It can also serve as prioritisation tool for the Product Backlog
- Kano Model
- Impact & Effort Matrix
- How-Now-Wow Matrix
- Lean Canvas
- Value Proposition Canvas
- User Research
- User Interviews
- Product Roadmapping
- Design of Experiments
- Ted Levitt - Whole Product Strategy
- Dave Gray - Whole Product Game
Ted Levitt’s article in HBR: Marketing Success Through Differentiation—of Anything
Whole Product Game on Gamestorming.com