Comments on: The business value of emotional requirements http://www.dancingmango.com/blog/2006/06/12/the-business-value-of-emotional-requirements/ For more than a decade Marc has been a passionate advocate of placing the customer at the heart of business, working with clients in finance, retail, government and entertainment sectors, helping them craft compelling cross channel customer experiences. Marc champions lean and agile approaches for making customer driven innovation happen. He brings design thinking and creativity to clients, engaging across the organisation with a focus on delivery as well as ideas. He is currently writing a book on Agile Experience Design to be published this Autumn. Sun, 25 Sep 2011 23:33:07 +0000 http://wordpress.org/?v=2.9 hourly 1 By: dancingmango » It’s not *all* about business value http://www.dancingmango.com/blog/2006/06/12/the-business-value-of-emotional-requirements/comment-page-1/#comment-1268 dancingmango » It’s not *all* about business value Fri, 16 Jun 2006 10:22:13 +0000 http://www.dancingmango.com/blog/?p=48#comment-1268 [...] Where is the business value in “log in”? It’s not driving revenue or reducing costs. You can’t place any monetary value on it. How about the emotional requirements that will create a buzz amoungst your consumers? Don’t have the compliance guys in the prioritisation workshop and no-one in the business is going to put auditing in their “must haves”. Yet these are show-stoppers. [...] [...] Where is the business value in “log in”? It’s not driving revenue or reducing costs. You can’t place any monetary value on it. How about the emotional requirements that will create a buzz amoungst your consumers? Don’t have the compliance guys in the prioritisation workshop and no-one in the business is going to put auditing in their “must haves”. Yet these are show-stoppers. [...]

]]> By: Martin Lloyd http://www.dancingmango.com/blog/2006/06/12/the-business-value-of-emotional-requirements/comment-page-1/#comment-1204 Martin Lloyd Mon, 12 Jun 2006 11:01:16 +0000 http://www.dancingmango.com/blog/?p=48#comment-1204 Brand / marketing driven companies will go for this. Virgin will always look for a way to make their experiences feel young, innovative and disruptive. The final end value of this is their brand value - but tying small features or things like the tone of copywriting through to a final $ figure is extremely difficult. What's it worth to Virgin Atlantic to feel 'younger' than British Airways? For these particular features I'd suggest Amazon would be looking for value to be reflected in 'return visitor' figures or some measure of customer loyalty. If a customer who has uploaded a photo becomes x% less likely to shop elsewhere then there's a direct bottom line impact. I'm not sure you need a new kind of story for this - just a more holistic means of measuring value. Brand / marketing driven companies will go for this. Virgin will always look for a way to make their experiences feel young, innovative and disruptive. The final end value of this is their brand value – but tying small features or things like the tone of copywriting through to a final $ figure is extremely difficult. What’s it worth to Virgin Atlantic to feel ‘younger’ than British Airways?

For these particular features I’d suggest Amazon would be looking for value to be reflected in ‘return visitor’ figures or some measure of customer loyalty. If a customer who has uploaded a photo becomes x% less likely to shop elsewhere then there’s a direct bottom line impact.

I’m not sure you need a new kind of story for this – just a more holistic means of measuring value.

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