1. What is the best method for Edward to involve the brokers (users) in development of the new online trading system? Should he use a questionnaire? Should he interview the brokers in each of the company’s 30 offices, or would one or two brokers representing the entire group be better? How can Edward ensure that the information about requirements is complete, yet not lose too much time doing so?
2. Concerning customer input for the new system, how can Edward involve customers in the process? How can he interest them in participating? What methods can Edward use to ensure that the customers he involves are representative of John and Jacob’s entire customer group?
3. As Edward considers what other stakeholders he should include, what are some criteria he should use? Develop some guidelines to help him build a list of people to include.
John and Jacob, Inc. is a regional brokerage firm that has been successful over the last several years. Competition for customers is intense in this industry. The large national firms have very deep pockets, with many services to offer to clients. Severe competition also comes from discount and Internet trading companies. However, John and Jacob has been able to cultivate a substantial customer base from upper-middle income clients in the northeastern United States. To maintain a competitive edge with its customers, John and Jacob is in the process of developing a new online trading system. The plan for the system identifies many new capabilities that would provide new services to its clients.