Scenario-Focused Engineering: A toolbox for innovation and customer-centricity

Chapter 4. Identifying your target customer

The chapters in the first part of this book explored customer delight. Today, customers expect and demand solutions that solve their real-world problems; they don’t want a pile of loosely connected features and capabilities. In the current market, you need not only to deliver complete experiences, but to do so while connecting with your customers at an emotional level.

We introduced the Fast Feedback Cycle as a structured approach to building end-to-end experiences in a customer-focused, iterative way, ...