Recently, I came across an intriguing question: Who exactly is “the business”? It’s not uncommon to hear the product team mention that the business desires certain outcomes or has distinct objectives. But what does this truly imply, and who are these individuals shaping the company’s direction?

When the product team refers to “the business,” they are typically talking about the broader organization or the stakeholders who represent various aspects of the company’s operations.

In this context, “the business” encompasses various functions, such as finance, marketing, sales, operations, and executive leadership. These stakeholders are responsible for ensuring the company’s financial success and strategic alignment.

The product team does represent an essential aspect of the business, as they are responsible for defining and executing the product strategy, which is a critical component of the company’s overall success.

However, the product team’s primary focus is on developing and managing the product, and they must collaborate with other departments and stakeholders to ensure alignment with the broader business objectives.

In a sense, the product team serves as a bridge between the user experience (UX) and the business. They work closely with the UX team to understand user needs, design effective solutions, and deliver value to customers, while also collaborating with other business functions to ensure the product aligns with the company’s strategic goals, generates revenue, and remains competitive in the market.

When the product team talks about “the business,” they are emphasizing the need to consider the broader organization’s goals and requirements beyond just the product itself.

This holistic approach ensures that the product not only delivers a great user experience but also contributes to the overall success and growth of the company.

Product, UX, and Business each have distinct perspectives when it comes to creating and delivering value to customers. These perspectives may overlap at times, but they generally emphasize different aspects of the product development process. Understanding these differences is essential for effective collaboration and alignment within a company.

Product Perspective:

The Product perspective focuses on defining and executing the overall product strategy. This involves understanding the market needs, assessing competition, setting product goals, and managing the product roadmap. Product teams are responsible for ensuring that the product vision aligns with the company’s strategic objectives and that the product is developed in a way that meets customer expectations.

Key concerns for the Product perspective include:

• Market research and competitive analysis
• Defining target audience and customer segments
• Prioritizing features and functionality
• Balancing short-term and long-term objectives
• Ensuring timely product delivery

UX Perspective:

The User Experience (UX) perspective emphasizes understanding the needs and expectations of users, designing user-centered solutions, and evaluating their effectiveness. UX teams work on creating seamless, enjoyable, and accessible experiences for users by focusing on the usability, functionality, and aesthetics of a product.

Key concerns for the UX perspective include:

• Researching user needs, preferences, and behaviors
• Designing intuitive, accessible, and inclusive interfaces
• Creating user flows and interaction patterns that support user goals
• Ensuring accessibility and inclusiveness in design
• Testing and iterating designs based on user feedback and data

Business Perspective:

The Business perspective focuses on the financial and organizational aspects of a product or service, ensuring its profitability and sustainability. This includes aspects like pricing, marketing, sales, and operations. Business teams are responsible for generating revenue, minimizing costs, and maximizing return on investment (ROI) while aligning with the company’s overall strategic objectives.

Key concerns from the Business perspective include:

• Developing pricing strategies and revenue models
• Identifying and pursuing market opportunities
• Crafting marketing and sales strategies
• Managing budgets and resources
• Measuring and tracking performance metrics (such as ROI, customer acquisition costs, and revenue growth)

The Product perspective centers on defining and executing the product strategy, the UX perspective emphasizes creating user-centered experiences, and the Business perspective focuses on ensuring the financial success and sustainability of the product or service.

While these perspectives have unique concerns and priorities, it is essential for organizations to facilitate collaboration and communication among them to ensure the overall success of the product and the satisfaction of the end-users.

Friction between product, business, and UX teams can arise due to various reasons, including differences in priorities, and communication gaps. Here are some common causes of friction between these teams:

Divergent priorities

Each team has distinct goals and priorities, which can sometimes lead to conflicting interests. For example, the business team might prioritize short-term revenue generation, while the UX team may focus on long-term user satisfaction. The product team, on the other hand, may need to balance both short-term and long-term goals. These differences can create tension when making decisions and allocating resources.

Communication gaps

Miscommunication or lack of communication can exacerbate friction between teams. If teams are not regularly sharing information and insights, they may struggle to understand each other’s perspectives and work together effectively. This can lead to misunderstandings and misalignment of goals.

Ambiguity in roles and responsibilities

Unclear roles and responsibilities can cause confusion and friction between teams. When it’s not clear who is responsible for specific tasks or decisions, it can lead to overlapping efforts, inefficiencies, or finger-pointing when things go wrong.

Different perspectives and approaches

Each team has its own unique perspective, which can sometimes lead to disagreements or conflicts. The UX team is focused on user needs and experiences, the product team on product strategy and execution, and the business team on financial performance and market position. These different lenses can lead to different opinions on the best course of action for a given project.

To reduce friction between product, business, and UX teams, organizations can take several steps:

1. Foster cross-functional collaboration by creating opportunities for regular communication and shared decision-making.
2. Establish clear roles and responsibilities for each team, and ensure that they are well-communicated and understood.
3. Encourage empathy and understanding of each team’s perspectives and priorities, fostering a culture that values collaboration and shared success.
4. Align goals and objectives across teams, creating a shared vision and understanding of what success looks like for the organization as a whole.
5. Promote a culture of openness, transparency, and continuous learning, allowing teams to share insights, learn from mistakes, and adapt together.

By addressing these issues, organizations can minimize friction between product, business, and UX teams, enabling them to work together more effectively and drive better outcomes for the company and its customers.