Vision Track
Team alignment through OKRs
Overview
VisionTrack is designed to keep everyone on the same page in a remote, fast-paced workplace. Our aim was to help teams stay connected, aligned, and empowered to achieve both their individual goals and the company's broader vision.
Design Objective
Our main objective was to apply lean startup principles—experimenting, iterating, and pivoting quickly—to define an MVP that meets user needs. We aimed to address the core pain points around goal alignment, while testing innovative ways to keep teams focused and motivated.
Team
Chris Roth
Jessica Cheng
My Role
I led the user research efforts, including defining hypotheses, conducting user interviews, synthesizing findings, and guiding the pivot toward a more viable target audience.
Time Frame
2 months
Workflow
Hypothesis #1
Target Customers
Startups in the US.
Pain Points (Assumed)
Startups struggle to stay focused on their goals amid daily distractions. They need effective ways to set, track, and achieve objectives efficiently.
Proposed Solution
A goal-alignment app with reminders (e.g., via Slack) to keep teams on track.
Why we chose this hypothesis?
I applied lean startup methodology to test our ideas quickly. We hypothesized that startups, given their fast-paced environments, would benefit from an alignment tool.
Research #1
Interviewed
5 Founders
Challenges
Decision + Learning
Through these interviews, I discovered that while startups do struggle with alignment, many wouldn't invest in a dedicated goal-tracking solution. This prompted me to question our target market and refine our hypothesis to address a different segment. As a result, I made the strategic decision to shift our focus to SMBs and refine our hypothesis to better address their unique challenges and needs.
Hypothesis #2
Target Customers
SMB in the US (50-200 people).
Pain Points (Identified)
• High-level company goals become diluted or lost in translation.
• Employees struggle to connect daily tasks to broader objectives.
• Existing tools are overwhelming and fail to provide quick clarity.
Potential Solution
VisionTrack ensures seamless goal alignment from CEOs to individual contributors by translating objectives into tasks, sending reminders, and providing empathetic feedback indicators.
Research #2
Interviewed
20 People (Product manager, CTO, CEO, CPO, Founder)
Quotes
Pain Points
Decision + Learning
We decided to focus on a single department within an SMB—specifically Marketing or Sales. This narrower scope makes it easier to pilot new tools, generate measurable results, and avoid developing a watered-down product trying to serve every department at once.
Value Propositions
Competitive Analysis
Reflection
VisionTrack started as a research-driven project to explore how startups and SMBs align their goals. Through interviews with founders, executives, and product managers, I uncovered recurring pain points—lack of transparency, misalignment between high-level goals and daily tasks, and tool overload.
Although we didn't fully prototype and validate a final solution within the project's timeframe, this experience underscored the importance of balancing in-depth research with iterative prototyping and testing. In future projects, I plan to allocate more time to prototyping and user feedback loops, ensuring I can refine solutions based on real-world input as early as possible.
Let's make something users will love!
If you're looking for a design engineer who combines empathy, design thinking, and technical expertise, I'm here to help!