Integrating business and technology requirements

With a list of potential features that grew out of user research, additional features to satisfy business or technology considerations can be added. But a primary question must be answered: what is the purpose of these additional requests if they do not contribute toward helping customers? Before adding new features, the existing list should be reviewed to see which ones already represent these business and technology considerations. This forces all discussion to be centered on customer impact and benefit, without prohibiting specific technology or business considerations.

It's entirely possible that business requirements to exploit certain market opportunities are represented by one or more features already on the list. Technology requirements should also be tied back to benefits that those engineering efforts will create for customers. Any business or technology requirements that don't connect with customer benefits (short or long term) should be scrutinized. These noncustomer-centric features should be carefully defined to make sure they do not negatively impact the customer's experience.

And even if marketing demands an addition that has no ties to improving the customer experience, everyone will know that this is the case and respond accordingly. Sometimes, it's necessary to add a feature to help sell a product, despite its dubious end-user value, or to satisfy a demanding client or executive. But by organizing the planning process first around customer research, problem statements, and resulting features, everyone will have to make arguments within that context. Warning bells should go off if the majority of features in a release have no direct connection to the customer. If they can be reviewed by their relationship to a customer-centric list, random or self-serving requests will stand out to everyone in the room and demand additional debate and discussion. This gives the project manager every opportunity to define a level playing field of features that has the best interests of both the customer and the organization in mind.

Understanding SEO Help People Find Your Business

Understanding SEO Help People Find Your Business

So what does SEO stand for and what does it do for your offline business? Search Engine Optimization is the official title and you can see why it is commonly abbreviated. If you are wondering about SEO then you either have a new website or are considering setting one up. SEO comes in to play once your site is live on the web. After all you now have to get visitors to actually see your site. In SEO terms attracting visitors is known as generating traffic and this can be achieved by using search engine optimization tactics.

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