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Is your tail wagging your dog?

November 9, 2009

This discussion may sound strange coming from a technology person, but here goes.  I can’t tell you how many times I’ve entered a discussion about a new system or an existing system previously implemented, and learned how the “technology” dictated the design, user experience, process, etc – instead of the Business Objectives and Strategy.

This is the tail wagging the dog.

As recently as last week, I was in a meeting discussing a website that had already been in design for about a year.  The new site was nice and professional, but at the end of the day, it still just amounted to putting a new face on the existing site – it adding nothing new to the experience, and ultimately still does not address the core objectives of the business.  My position was to uncover the driving factors for the success of this business, and incorporate that into the design – which was an entirely new approach to this client.  I’ve always thought this was a pretty simple concept, but apparently it still challenges technology people from a design perspective. 

 At SNQ the Business Objectives come first and leads the system design process.  We establish what the end vision should be, and what the appropriate business logic is – which then drives the technology to be used, and the applicable presentation.  Not the other way around (simple eh?).


One Comment leave one →
  1. April 8, 2011 1:35 pm

    This is the right blog for anyone who wants to find out about this topic. You realize so much its almost hard to argue with you (not that I actually would want…HaHa). You definitely put a new spin on a topic thats been written about for years. Great stuff, just great!

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