Transform How You Deliver Digital Experiences

An ideal product experience is a delicate balance between customer needs, business needs, and technical capabilities. An emphasis on one of these dimensions over another can lead to missed expectations, lost opportunities, and unscalable solutions.

Product-oriented organizations identify, develop, and deliver digital products. Their key capabilities include defining and organizing around digital products, implementing a product management discipline, and implementing commensurate Agile support for business units across the company.

Using a product-oriented architecture approach to cohesively identify, design and deliver digital products will lead to greater innovation and better customer experiences.

Historical approaches to creating digital products focus either on a technology-driven approach (i.e., Agile) or on a marketing-driven approach (i.e., what is needed to market products). Conflict and silos inevitably emerge when technologists follow one practice while marketing teams follow another. However, when the organization thinks beyond just the digital experience and in terms of a digital product, it can innovate and deliver more value for the customer.

A product-oriented architecture requires a strong product management discipline and an iterative approach to product development. Product management teams must research ideas, test solutions, throw away work, and iterate until they build the product that delights customers.