The complaints that technology teams work in their worlds and don’t know enough about the customer and business needs are more analog than analog. As old as it may seem, this complaint has not changed much over the years, which can have severe consequences for tech innovation. Developers and engineers who have the business knowledge to create tech solutions that meet customer needs and follow business strategies will find their products more popular and be enthusiastically adopted. Technologists who cannot understand these critical elements will suffer, and their customers won’t stay customers for very long.
The Impervious IT Boom
Even with increasing numbers of business analysts working together to bridge the gap, the insularity of tech companies creates a gap between IT and business teams. It is difficult and slow to develop and deliver exciting products to users because of this gaping space. The other day, I spoke with the founder and chief technology officer of a global medical-tech company. He joked that the soft skill he needs most is English, not code or IT jargon. He lamented how tech-centric thinking and poor business communication slow down development, as it takes twice the number of people to provide what the business needs.
Are All People on the Right Path?
What if everyone designing and building tech-driven solutions and all of the business stakeholders started and ended in the same place? Imagine if everyone was on the same journey.
In recent decades, the focus on user experience (UX), management, and design has revolutionized how applications work and made journey mapping an integral part of product development excellence. Its journey mapping fosters collaboration between developers, users, engineers, and business owners.
A powerful tool for alignment is journey mapping. This can be done by creating vision boards for leaders. A thought leader who assists companies in creating vision boards that align with objectives for their company was a pleasure to speak to. He said that leaders and individuals must think about the bigger picture and long-term goals. What can we do to achieve what we don’t know? Like corporate vision boards that highlight specific business goals, journey mapping can be used by tech and business teams to unite around a grand vision.
Expanding Journey Mapping Team
Organizations should expand and invite more technologists instead of limiting the journey mapping process only to analysts and business strategy teams. All levels of the customer experience can be accessed by front and backend developers, project managers, and even QA professionals. Developers can understand the reasons behind building a tool and see beyond technical requirements to bring out the true meaning of what they are creating.
In addition, the early involvement of technologists in journey mapping may increase creativity and innovation. UX/UI designers and business teams rarely have a complete understanding of the technology’s limitations and possibilities. Journey mapping can be more accessible by expanding the team to include skilled people in new tools and innovation. The more innovative people you have on the journey, the more impressive the destination.
Three ways to include tech in journey mapping
Although not all steps of the user journey mapping process are possible for everyone, there are some key areas where it can be shared with others to help build understanding.
- You can share the voice of the customer: One of the most frustrating issues between tech and business teams is the fact that they approach the same problem from two different perspectives. Why is the business team insisting it is done this way? Why is tech insisting it must be done this way? Listening to customers and users is a crucial part of journey mapping. When both teams understand and communicate what customers want, it becomes the ultimate answer to why something is being done. Even though tech teams are not often involved in customer research, they can and should share their insights with business, UX, and marketing teams. Tech and businesses can use a summary of customer views or a presentation of findings to help them make decisions when faced with difficult product development decisions.
- Make a Visual Map: Customer journeys are more than just exchanging ideas. You have milestones to reach. Tech teams and business teams can stay connected by using a visual map that includes specific goals such as metrics, features, and impact on customer mind. Tech teams can become too focused on customers’ requirements while business teams focus on their business goals and deadlines. Cross-functional teams can communicate and stay connected by creating a shared visual map that tracks all tech, customer, and business milestones.
- Mix up, and share the floor: This will help talented tech team members improve their business knowledge and increase their ability to communicate effectively. Give them opportunities to lead cross-functional and client meetings. It is often a self-fulfilling prophecy for business leaders to complain about siloed tech teams. They miss opportunities to bring in tech professionals to listen and allow technologists to present to clients and leaders. On the other hand, technology leaders can give time to other functional groups at key standup meetings. They might also benefit from speaking directly with their tech colleagues.
Customer is the common ground for building any product. Tech teams have more direct access to the customer story, which allows them to communicate with business teams. This will enable them to work together to achieve the best possible outcomes for their customers and the business.
