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Definition: A backlog item refers to an optimisation, bug, or business case that has been identified but has not yet been completed or addressed.
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These items are typically placed in the backlog for future work and prioritized based on their priority and impact to the customer journey, business goals, and available resources. As the team progresses, backlog items are reviewed, refined, and worked on.
Focus is on ****improving existing channels, content, journeys, or customer touchpoints.
Example: Updating the website’s checkout process to reduce the number of steps for completing a purchase.
These are bugs, errors, or pain points that need to be addressed to fix broken experiences. Such as points of friction in the customer journey, or areas where customer’s face difficulties.
Example: A broken payment gateway that prevents users from completing purchases, or a feature that isn’t functioning properly.
These backlog items are related to strategic decisions, new initiatives, or requests for significant changes in the customer experience. A business case outlines the rationale for undertaking a new project or feature, highlighting the potential value or return on investment. These items are often tied to larger business goals.
Example: Introducing a loyalty program to drive repeat customers or building a mobile app for easier customer access to services.
Sometimes, you'll find that insights within cards can be turned into backlog items, as they highlight opportunities to make meaningful improvements to the customer experience. To do so in a card you can: