Chapter 2. End-to-end experiences, not features

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Emotional delight truly matters in getting the attention of customers in today’s rapidly maturing technology market. The key to achieving a much deeper sense of connection and delight with a customer is to understand and satisfy the customer’s real-world needs, which are inherently complex and multifaceted. To do that, you must focus on building end-to-end experiences, not individual features.1

What’s wrong with features?

It’s common to see a software team start a project with a list of features. To engineers, this may feel like a natural process—to approach a problem by first doing some data analysis ...

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