Establishing a Common Language

Submitted by Mike McBride on 07/20/2016 - 01:35:pm

“You Keep Using That Word. I Do Not Think It Means What You Think It Means.” - Inigo Montoya

As a Project Manager at a web applications firm, I’ve seen firsthand how expectations are misplaced when there is a lack of clear and common definition of terms.

Common language binds our understanding together on the same page. Differing definitions lead to unexpected misunderstandings that can strain working relationships.

As a non-technical example, “trunk” is what we Americans refer to as the back of a car. My U.K. friends, however, call this the “boot.” I once listened to a London native tell an elaborate story about how another driver “crushed their boot” and couldn’t understand why he looked at me like a madman when I asked if his foot was okay.

A Common Scenario

In a common development context, clients may refer to “content” and “functionality” as though they are synonymous. This has led to some interesting discussions. It might sound something like this:

Provider: “Your site is complete."

Client: “But we’re missing key functionality."

Provider: “Functionality should all in place based on the Scope of Work. What exactly appears to be missing?"

Client: “There should be pictures and text on these pages."

The Provider explains that the Client is responsible for entering new content on their basic pages, (unless otherwise arranged per the Scope of Work), but the Client will go on to insist, “But our pictures are just basic functionality.” (Yes, these are excerpts from actual conversations where clients opted out of content migrations.)

How could this be avoided?

Such situations can be easily avoided by a simple establishment of terms. In this case:

Content - This is the textual, visual, or aural elements of your web application. I often think of it as “the furniture” in the “house." It’s what your users directly interact with. (Note: A developer worth their wage can set up your CMS in such a way that content tweaks are as easy as "1-2-Facebook” for your average contributive user.)

Functionality - This is how people interact with your web application or, more specifically, what allows users to have a meaningful experience. In our house analogy, even the most elegant lighting fixture (representing content) is useless without being connected to a functioning power source (representing functionality). Functionality is the nuts-and-bolts, the wiring, the plumbing, foundation, and framing.

Some other examples:

  • A header image on your home page is content. The created ability to insert and edit that image is functionality.

  • A product in your E-commerce store is content. The E-commerce system itself (shopping cart, checkout process, shipping, etc.) is the functionality.

Functionality is what gives your content something to attach itself to. It’s the hand inside the glove, the hangar inside the jacket, the canvas under the paint… Okay… you get the picture, right?

If you and I ever have the opportunity to discuss your technology-related goals, let’s take just a moment to ensure we’re talking about the same things when we’re using the same words. In my experience, it’s always worth taking the time to set clear expectations based on common definitions.