Product Behavior

What comes first - your product vision, or your product experience? And once you have one, how does the other follow?
A colleague and I got wrapped up the other day in thinking about vision vs. experience. Many of our product development projects start with a focus on technology, and part of our work is to help the client through the process of developing a story that will make sense to consumers. Many of our more strategic projects start with a vision; our job is to develop the right experience to express the vision to the consumer. Projects that start with one or the other are straightforward in that we know what’s driving the process.

The more difficult projects are for clients that have some of each: part of a brand vision defined, and a piece of technology that may or may not deliver an experience in line with that vision.