17/01/2026
It's day 8 of the
Who Controls the Product Vision?
Is it Product Management, Product Design, or Digital Marketing?
I’m Ismaheel, a Product Designer at TechCrush.
I’m passionate about crafting exceptional experiences, and today I’m stepping into the ring to argue that Designers are the ones who truly drive the product vision.
The Role Breakdown
While every department plays a vital role, the responsibilities differ:
Product Managers: Define the what and the why.
Marketers: Position the product for the target audience.
Designers: Visualize the how and craft the actual experience.
Why Designers Drive the Vision
Designers are essential to a compelling product vision for several key reasons:
From Abstract to Tangible: We take abstract concepts and turn them into tangible, interactive experiences that users can actually engage with.
User-Centric Focus: We are trained to prioritize user needs, ensuring the product vision aligns with what users actually want and need.
Cross-Functional Collaboration: We work closely with PMs, Marketers, and Engineers to ensure the vision is feasible, viable, and desirable.
The Design Process: Our core process, empathy, ideation, prototyping, and testing, is essential for refining a vision that works.
Emotional Resonance: Designers create the emotional connection users experience, making the product both memorable and impactful.
The Bottom Line
Who controls the product vision? I believe it’s the Designer.
Vision isn't just about defining a product, it’s about envisioning its future.
What’s your take?
Do you agree that designers hold the reins of the vision, or do you think it belongs elsewhere? Let’s discuss in the comments!
