Organisational benefits
Product requirements are better understood. The product criteria
Internally: process
To facilitate product roadmap definition
To align all internal stakeholders and not have to go back on earlier decisions
To objectively document decisions
Validate hypotheses that came up during discovery
Resource allocation
mittal 2001
Externally: business
Make products more competitive by focusing on customer value (and reducing costs)
Increase customer satisfaction leading to more loyal users
Differentiate in the market
Chen 2020:
Lee 1997
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