Not just semantics

Universities, once stalwarts of tradition, find themselves in the throes of digital revolution. It's not merely a passive response to technological advancement; it's a drive fuelled by competition. As generous multi-million-pound investments pour into the sector, it’s clear: universities aren't just updating—they're transforming. Giants like Coursera, Udemy, and edX loom large on the horizon, having already claimed a stake in the lucrative world of online education. Against this backdrop, traditional institutions are in a race against time, pushed to reimagine the very fabric of the higher education experience.

“This isn’t just semantics—it could very well be the deciding factor between universities taking the lead in the digital age or lagging further behind more agile online competitors.”

But this isn’t just about adding a few online modules to course catalogues. The seismic shift underway is reshaping how universities operate. Moving away from solely being knowledge providers, they're evolving into comprehensive service platforms. From streamlining administrative intricacies to prioritising student well-being, the goal is singular: to provide an all-encompassing, world-class student experience in a digital age.

A pressing challenge emerges for technology leaders in the sector. While the academic world has historically been structured around the traditional project/programme/portfolio approach, there's a growing need to question its continued relevance. Is the way forward to view initiatives as projects, or should we embrace a product-oriented mindset? This isn't just semantics—it could very well be the deciding factor between universities taking the lead in the digital age or lagging further behind more agile online competitors.

Projects vs Products

‘Project to Product’ presentation slide by Amin Ech-Chadli

The comparison between projects and products dives deep into how institutions approach challenges and opportunities.

The very nature of projects is bound by temporality. Each project is like a chapter in a book — it has a distinct beginning, where the scope and objectives are laid out, and a conclusive end, where those objectives are met and the chapter closes. In essence, projects have fixed lifecycles marked by start and end dates. Once the deliverables are met within the stipulated time frame, the project is considered complete, often without an inherent obligation for continued evolution or maintenance beyond its lifespan.

“They’re more akin to living entities than chapters. Beginning with their inception, products go through various stages akin to the life cycles we see in nature — they grow, mature, and evolve. ”

On the flip side, products defy such temporal boundaries. They're more akin to living entities than chapters. Beginning with their inception, products go through various stages akin to the life cycles we see in nature — they grow, mature, and evolve. While there might be initial launch dates, there isn't a predefined 'end date'. Instead, they continuously adapt based on user feedback, technological advancements, and market dynamics. Over time, they may expand with new features, adapt to changing user preferences, or even pivot entirely to meet new challenges or opportunities. The essence of a product is its sustained commitment to delivering value, navigating through stages of introduction, growth, maturity, and sometimes, reinvention or retirement.

In a nutshell, while projects ask, "Have we done it?", products probe deeper, questioning, "Is what we're doing still relevant? Can we do it better?" This fundamental shift in perspective challenges universities to re-evaluate their strategies in the face of the relentless pace of change in the digital age.

It’s all about people

At the heart of the product mindset is the user experience. Unlike traditional project-based methods, which often prioritise deliverables over desirables, the product approach champions the user at every stage. This isn't a mere checkbox activity; it's about weaving the user's needs, preferences, and feedback into the very fabric of the digital service. This ensures that what is being created isn't just technically sound but genuinely resonates with its intended audience.

The feedback loop is an integral component of this methodology. It's not enough to simply release a digital service and move on; the product approach mandates continuous listening. By actively seeking user feedback and employing data-driven metrics, we're not only able to refine the product but also to anticipate and respond to emerging needs and trends. This iterative, cyclical process allows for real-time adjustments, ensuring that the product remains relevant, useful, and aligned with user expectations.

“By actively seeking user feedback and employing data-driven metrics, we’re not only able to refine the product but also to anticipate and respond to emerging needs and trends. This iterative, cyclical process allows for real-time adjustments, ensuring that the product remains relevant, useful, and aligned with user expectations.”

Another transformative aspect of the product approach is its capacity to foster collaboration. Traditional siloed teams, often working in isolation with limited cross-functional interaction, find themselves united under the product umbrella. This coming together isn't just about combined expertise but about creating a cohesive vision for the digital service. Every team member, from developers to designers to marketers, works towards a shared goal: delivering the best possible user experience.

Lastly, the product approach is the catalyst for truly modern services. In a world dominated by digital innovation, where user expectations are continually evolving, this methodology offers the agility, responsiveness, and user-centricity required. It paves the way for services that are adaptive to user needs and technological advancements, scalable to cater to diverse user bases, and always user-centric, promoting strategic focus and fostering cross-functional collaboration.

In essence, the shift from projects to products isn't just a change in methodology; it's a commitment to excellence, adaptability, and above all, to the users we aim to serve

Recalibrate

The digital era compels higher education institutions to recalibrate their approaches, transitioning from short-term projects to sustainable, user-centric products. The profound shift to a product mindset underscores the importance of adaptability, continuous improvement, and unwavering commitment to the user experience. Universities are not merely facing a technological challenge but a philosophical one, requiring a strategic pivot in their core ethos.

“Universities are not merely facing a technological challenge but a philosophical one, requiring a strategic pivot in their core ethos.”

The journey is filled with learning curves, but the rewards—enhanced user engagement, satisfaction, and adaptability—are invaluable. In a landscape dominated by rapid technological advancements, embracing a product-based approach is not just a modern trend—it's a necessity for universities to remain relevant, competitive, and aligned with the ever-evolving needs of the digital age.

From Projects To Products: Living Entities

Blueprints for Digital: Applying Architectural Principles to Higher Ed Tech

Rethinking IT in Higher Ed: The Limits of Legacy