For every feature idea we came up with in Chapter 3, Identify the Solution and its Impact on Key Business Outcomes, we can create feature cards that look like the following sample. This card indicates three aspects about what success means for this feature. We are asking these questions: what are we validating? When do we validate this? What Key Business Outcomes does it help us to validate?
The criteria for success demonstrates what the business anticipates as being a tangible outcome from a feature. It also demonstrates which business functions will support, own, and drive the execution of the feature. That's it! We've nailed it, right? Wrong.
Success metrics must be SMART, but how specific is the specific? The preceding success metric indicates that 80% of those who sign up for the monthly art catalog will enquire about at least one artwork. Now, 80% could mean 80 people, 800 people, or 8000 people, depending on whether we get 100 sign-ups, 1000, or 10,000, respectively...