Use case vs. Value case

Use cases describe how a system behaves and responds from an outsider's point of view. This could be a user or customer.

A use case creates the notion of a scenario. If all possible scenarios experienced by a user or customer are identified, the system can create responses to reduce cost and cycle times for responses. If the scenarios occur over and over again, a programmed response is possible, if not, then a one-off response is required.

Programmed responses reduce costs and cycle time, but make it more impersonal. One-off responses can be highly personalized, but may take time and be expensive.

The 'value case' is the business benefit of an investment. It can be tangible: reduce complaints, do things faster, better, cheaper, sell more, up sell, cross sell, repeat sales to same customer, customers return less, risk reduction, cost avoidance, high MTBF and low MTTR. Or intangible: word of mouth, referrals, building the brand awareness, permission from customers to talk to them, positive halo effect, brownie points with a community.

Sometimes an investment has to be made to keep stakeholders or the boss happy, with no line of sight to the customer. This is a cost of doing business. Removing barriers and gaining sponsorship is the cost of doing business. If it has to be done, evaluate it as an investment. In executing your strategy, keeping someone happy need not be an emotional decision.