 A significant product development problem at Yahoo!Leslie E. Palich Chapter 11 in Cases on Corporate Entrepreneurship in North America, 2025, pp 116-129 from Edward Elgar Publishing Abstract: Yahoo!, to regain its competitive advantage, decided to redesign its website interface. The new user dashboard, dubbed Next Gen, was scheduled to launch in 2021. Prior to the development of Next Gen, Yahoo! users had been spending less time on the website, and Yahoo! wanted to make its website stickier. Rather than follow its standard product development practices, which conformed to an agile/lean website and principles, Yahoo! developed Next Gen without user involvement and feedback to deliver a significantly upgraded dashboard that would positively impact user experience, drive users to spend more time on the Yahoo! website, and increase the value of Yahoo!. Unfortunately, when users were finally asked to beta test Next Gen, the reviews were very negative. While developers had programmed the dashboard to allow users to customize it, users found the vast array of choices to be overwhelming. Given the extremely poor reception from users, the protagonist in the case—Liam O’Connor, a software engineer—must provide a recommendation to his superiors about what Yahoo! should do with Next Gen. Keywords: Agile; Innovation; Product development; Yahoo! (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:21853_11 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Chapters from Edward Elgar Publishing |
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