A typical requirements gathering might yield that users don’t want to have to toggle between multiple screens to perform a task. This might potentially lead you to thinking about system integration and streamlining workflows. If this was the approach that Amazon took, we would simply have better app navigation.
A benefits-oriented approach, on the other hand, summarizes the greatest user needs to the highest abstraction level. It forces us to lift our eyes up from granularity of feature set to see the big picture. What do they really want?
For Amazon, it was, how can I…
- Buy high quality products at the lowest possible price.
- Making a purchase or reorder should be as easy as possible.
- Orders should be delivered as soon as possible.
- Reduce or eliminate shipping cost.
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