For example, the retailer creates (or buys) software to coordinate and manage inventory, distribution, billing, and point of sale systems. And the airlines write software to manage the logistics involved in flights, crews, reservations, payment, and fleet maintenance. And the financial servicescompany writes software to manage their customer’s assets and investments.
However, many of these companies are trying to manage this new customer-facing internet software as if it were their internal-facing IT software, and the result is that many of these companies provide terrible online customer experiences, and worse, they don’t have the organization, people or processes in place to improve them.
I run into this often, especially when I am outside of Silicon Valley, and when I am in Europe or Asia or Australia, I find this case to be the norm. I’ll be brought into a company and they often don’t have product managers or user experience designers – they generally do have project managers, andmaybe some form of “business analyst,” and of course IT developers, and they all usually report into a CIO. Sometimes I even find that the company has been outsourcing “the website” to external agencies to design and run.
To be clear, when I say “product organization” I am referring to a software organization that creates products and services for end-customers (thousands to millions), and not just employees and partners.
为什么产品软件如此不同于IT软件？有几个原因：您支付员工在您的公司工作，并使用您告诉他们所需使用的软件;相比之下，在产品软件中，每个用户都制作自己的购买决定 - 如果他们不想要它，他们就不会使用它。此外，在您自己的员工中，您可以逃避需要培训课程，阅读手册和专业的专业服务;相比之下，在产品软件中，如果用户无法弄清楚如何使用您的软件，他们只需点击竞争对手。对于IT软件，您可以测量数百名用户的比例和同时使用;相比之下，通过产品软件，它是数百万或往往数百万用户的用户。对于IT软件，如果软件有问题，他们是您的员工，他们被迫处理它;对于产品软件，中断等问题扰乱了收入，并立即引起首席执行官的注意力，往往是新闻界。
The truth is that most product software has a much higher bar in terms of the definition, design, implementation, testing, deployment and support than is necessary than most IT software. It’s also true that salaries usually reflect this. Finding people with the necessary product software experience is much harder than finding IT experience.
To help these IT organizations, in this article I wanted to highlight the typical changes that are needed to evolve an IT organization to an effective software product organization.
1)第一个面向客户之间划了一条清晰的界线software and internal software. The demands are different, the skills needed are different, and you will find you need different staff, processes and resources. Don’t get me wrong – both are important, but they are very different and most of your focus must be on your product software. If you can outsource or buy off-the-shelf any of your true IT software (internal-facing software) you should do so, so that you can put your best people, time and mind-share on the customer-facing software.
3) You will need user experience designers, especially interaction designers, because designing software that doesn’t require hand-holding or a training course is hard.
4) You will need to hire engineers and web developers that understand the demands of large-scale, highly available software, and how it is different than “enterprise software.” While you may yourself be an “enterprise,” that term is referring to your IT organization and not your product organization, where you are trying to create something very different and much harder.
7) You will likely need to revisit your software development processes from planning through to launch, as the needs of product software are so different from IT software.
9) You will need to reprioritize your efforts around the fact that this customer-facing experience that allows users to directly engage to buy or use the products or services of your company is not something superficial – it needs to become a core competency of your company. This is not something to pass off to external agencies.
If you don’t yet know what any of the roles or processes I referred to are, you can find out about each of these from the articles atwww.必威官网手机登录www.iran-tb.com/articles。
A note of warning: there is a very large, established and lucrative industry around assisting IT organizations (especially professional services companies and agencies). Unfortunately, most of these organizations don’t understand the differences for product software either, which just causes this problem to perpetuate. In fairness, the vast majority of software out there is still custom, IT software, and these firms can help greatly in creating that software. But product software is a different animal entirely, so keep that in mind when talking to these firms.