Key Qualitative Values in Project Management

The Project Management Institute (PMI) defines value as “the worth, importance, or usefulness of something.” To stakeholders, usefulness is more than quantitative measures of how deliverables satisfy a business case. Qualitative value comes in many forms. Here are several key qualitative values to consider for your projects.?

• Deliverables must work with existing processes. Project deliverables might work well in isolation, but things can get awkward when deliverables need to work with current business processes. Qualitative value can be the consistency of data formatting, how it’s passed from process to process, how it’s displayed onscreen, or how a new deliverable facilitates decision-making. A new business process should be easy to understand and use not only by people whose job focuses on only that business process, but also by other users who focus on the bigger picture, like end-to-end cash flow, which spans multiple processes.
• Using deliverables should be intuitive. Deliverables should be easy to use and provide a seamless customer experience. This includes intuitive design, ease of navigation, and accessibility, which all contribute to the overall user experience. A significant indicator of intuitiveness is the time and effort it takes to train project customers to use the deliverable. Early versions of a deliverable should be shared with customers, while the team documents any questions the customers ask as they learn to use the deliverable. These questions can guide how to improve the deliverable and increase its intuitive nature.
• Deliverables, particularly physical deliverables, should generate an emotional connection. With a physical deliverable that customers use, a deliverable that resonates emotionally can increase its success. For example, the value of clothing and toys increases dramatically when they generate emotion. The desire to use a product and feeling good when doing so makes the difference between moderate and exemplary success. This emotional connection can be developed through storytelling, brand values, the ability to join or create a trend, and comfort.
• The deliverable has aesthetic appeal. A deliverable’s visuals and aesthetics can enhance its value. A computer system with easy-to-use screens that are also attractive generates greater value. A well-designed product that is visually appealing also attracts customers and improves overall satisfaction. Imagine standing in front of a mirror with new clothes and thinking, “I’m looking good!” Aesthetics, alongside usability and comfort, offers significant qualitative value.
• Customization. Deliverables that offer customization or personalization options provide significant value to customers. This allows project stakeholders to tailor the product or service to their needs and preferences, increasing its relevance and utility. For example, in mobile phones, the ability to add, delete and arrange icons allows these devices to suit individual needs. The perceived value of a mobile phone would significantly diminish if everyone was stuck with the same set of icons and settings.

Think about a deliverable from your current (or a previous) project. Create lists for how the deliverable might provide value both quantitatively and qualitatively. Can you think of other factors beyond the above list that increase qualitative value? How would you determine whether the deliverable successfully produces that value?

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