Hello everyone,
the product circle has been working on the product vision and wanted to give an update on what has been done so far, where we stand and what the next steps are.
To define the product vision, we need to answer the following questions that help us breaking down the process in chunks that we have been working on over the last months during product circle meetings or async.
1.Who is our target customer?
2.What is the problem space (=problem/needs of our core customer)?
3a. How efficient does OFN solve those problems/needs?
3b. How important / painful are the needs that are not solved by OFN software yet?
4.Which of the core customer´s needs OFN should focus on?
For this we need to understand what the needs are that OFN is willing AND able to solve?
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Which are needs is OFN capable to solve (e.g. Logistics planning might be better done by existing Logistics providers & software and OFN provides the integration)?
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Which are the needs that OFN should / is aiming to solve?
How do the needs relate to our values and vision statement:
A world where fair, open food & farming networks (re)connect people and regenerate the earth.
5.Identify Themes
6.Prioritize Themes -> Roadmap
1)Define the Core Customer
As core customer we defined the Manager of a moderately complex food enterprice (MCFE).
This does not mean that there not other important user types but as the main user type / persona that the product strategy should focus on.
This chart gives an overview of stakeholders that the MCFE Manager interacts with.
2) Define the Problem Space
We then mapped out the needs of the Core Customers across the entire user journey,
starting with needs around acquisition like
- I need to find customers and
- I need to connect with producers
to order/sales related needs like
- I need to prepare & pack orders
- I need to deliver food to people
to needs at the “end” of the user journey like
- I need to retain customers.
and for each step mapped the interactions with the different stakeholders (e.g. shoppers or producers).
In the next step we checked if
- these needs are solved by OFN software or
- by external tools and workarounds
After synthesising the (huge amount of) information of the previous step, we are currently working on
3a. How efficient does OFN solve those problems/needs?
We evaluating how well the needs that are currently already (partly) addressed by OFN are met
For this each of the needs is rated across 4 dimensions:
- User Satisfaction
- Time Spent on task
- Importance of task
- Frequency of task
This screenshot gives a high level recap of the process:
Next Steps?
- Finish work on 3a) until Feb 10th
- 3b), until Feb 24th
- Proposal on Step 4 probably early March that will then go out for community feedback
The identified and prioritiized themes will then form our product roadmap 
