What is digital product vision?
Digital product vision is an inspiring and guiding statement that explains what your product should become in the future and why it exists. The vision steps away from daily tasks and focuses on the long-term value it will create.
In other word, the big picture your product aims to reach and the meaning it offers.
Items that can be included in the product vision
Here are key areas that may be part of a digital product vision:
- The core value and impact offered to users
- Market position and competitive advantage
- How the product should look and function in the future
- The intended user experience and benefits
- An ideal future state, independent of short-term goals
Here are some key types that may be part of a digital product vision:
- User-Focused Vision: Highlights how it will improve user experience and daily life.
- Market-Focused Vision: Emphasizes the product’s role and transformation in the market.
- Technology-Focused Vision: Describes the product’s future technological direction.
Ultimately, vision is not a roadmap, It’s the desired destination.
Digital product vision purpose and importance
A strong product vision brings many benefits:
- Provides Direction: Aligns the product team, decisions, and investments
- Inspires: Motivates team members and builds commitment
- Sets Goals: Forms the basis for strategy and roadmap
- Unites Stakeholders: Ensures everyone involved shares the same purpose
Without a clear vision, the product turns into a collection of random features.
How digital product vision works or is applied
Generally, the process follows these key steps to create an effective product vision:
- Know the User: Understand your target audience’s problems and dreams
- Think Big: Define the change you want your product to make
- Keep It Simple: Make it clear enough to express in a single sentence
- Share with the Team and Stakeholders: Make it visible so everyone can embrace it
- Review Regularly: Ensure it stays relevant as time and market conditions change
Vision → Strategy → Roadmap → Backlog is the first link in the chain.
Related concepts
Here are some concepts closely connected to digital product vision:
- Mission: What we do now and who we serve (today)
- Vision: What we want to become in the future (tomorrow)
- Strategy: How we will achieve the vision (the path)
- Goals (OKRs/KPIs): The milestones along the way (measurement)
However, vision includes technical details (WRONG). Vision stays high-level and inspiring.
Tips to keep your product vision relevant
- Keep it short and impactful
- Use language that creates an emotional connection
- Focus on the user and the change you aim to make
- Regularly remind the team and stakeholders
- Update it over time
A vision shouldn’t just hang on the wall → It should actively guide decisions.
Common product vision myths (and the truth)
❗Myth: Vision is only for leaders.
Truth: Every team member should know it.
❗Myth: Vision is fixed and unchanging.
Truth: It can be revised as market conditions shift.
❗Myth: Vision = Strategy
Truth: Strategy is the path to achieve the vision.
Real product vision examples in action
Here are some real-world examples:
“Transform how everyone listens to music by making millions of tracks instantly accessible and legal.”
“Accelerate the world’s transition to sustainable energy.”
“Connect professionals worldwide to make them more productive and successful.”
“Offer an intuitive and accessible platform that helps small businesses streamline operations and support their growth.”
Summary and reminder
Digital product vision = The inspiring goal the product aims to reach
A strong vision → A strong product
A clear vision → A focused team
- It is high-level and free from details
- Inspires and guides the entire team
- Looks beyond daily tasks and focuses on the long term
- Drives strategy and decision-making