Their first goal was to enable faster or on-demand releases, providing faster iteration and the ability to respond to customer feedback. They created a dedicated product team that was solely dedicated to supporting the mobile application, with the goal of enabling that team to be able to independently implement, test, and deliver value to the customer. By doing this, they would no longer have to depend on and coordinate with scores of other teams inside Nordstrom. Furthermore, they moved from planning once per year to a continuous planning process. The result was a single prioritized backlog
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