User Goals vs. Corporate Goals
Scott Sehlhorst is a great teacher of principles of product management and business analysis. The clips below are from his recent article on alignment of user and corporate goals. The clips are just a taste. The article includes vending machine and AT&T/iPhone examples of dissonance between user and corporate goals.
When defining requirements, you always start in the context of a goal – either a user goal or a corporate goal. You need to be aware of both. Having a positive user experience is important, and requires a user-centered understanding. Achieving your corporate goals might be in conflict with some user goals.
When the person (user) wants to do the same things that your company wants them to do, you’re in alignment. When the user goals and corporate goals suggest different activities, you’re in conflict.
It may be great – when the user and corporate goals are in alignment, the practical goal and associated scenario (activity) are easily defined. What about when the goals are in conflict?
