[OA.TI.6] Prioritize customer needs to deliver optimal business outcomes
Category: RECOMMENDED
Customer-driven development is an approach that places the end user's needs and expectations at the heart of product development. Instead of starting with technical specifications or available resources, teams start by visualizing the ideal user experience. From there, iteratively work backwards to determine how to deliver on that plan.
An example of this is the Amazon working backwards process. At Amazon, the development process begins with a document that outlines the product's core value to customers as a Press Release and Frequently Asked Questions (PRFAQ) document. This document often contains detailed data points such as usage forecasts, adoption expectations, the value to the customer, and how we can provide that value to customers. With this approach, Amazon can continuously build products and features that resonate with user needs.
To implement this mechanism within your organization, begin the development process by writing a document that envisions the desired customer outcome. From there, work backwards to establish the technical and operational steps to achieve that outcome. Use mechanisms such as surveys and interviews to understand customer needs and gather data points.
Next, add a detailed set of meaningful FAQs to clarify product intricacies, anticipate questions customers will have, and preempt potential challenges. Before starting development, create visual mock-ups and provide use cases to offer a tangible representation for the team so they understand how users interact with the product. Draft user guides or documentation that can provide clarity on how users will interact with the system and features to expect.
Share these documents internally to gain alignment and additional perspective from other teams and leaders. The documents can also be used throughout the development lifecycle to provide developers a clear understanding of the desired customer experience, leading to fewer errors and quicker deployment cycles. Establish a continuous feedback loop that gathers customer insights and use them to inform decision-making and prioritize additional products and features.
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