Product Development Life cycle

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Session by Mr Abhishek Logani, Associate Director. MakeMyTrip.com during a product management workshop at New Delhi on 23rd May 2014 by NASSCOM and IPMA under its Product Management Express.
It is about:
-­‐ Idea to launch process
-­‐ Discovering needs
-­‐ Translating need into a product

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Product Development Life cycle

  1. 1. Speaker Abhishek Logani
  2. 2.  What Technology innovation translates 100 million words everyday – YOU are also a part of it?  What helped save 15% costs for UPS – just through fuel costs?
  3. 3.  ReCaptcha
  4. 4.  Right Innovation – “No left Turns”
  5. 5.  Idea to Launch Process  Discovering Needs  Translating need into Product
  6. 6.  Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)
  7. 7.  Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)  ROI (Return on Investment)
  8. 8.  Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)  ROI (Return on Investment)  IKE Syndrome
  9. 9.  Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)  ROI (Return on Investment)  IKE Syndrome  Beyond the “Front End” Product (Getting Operational Excellence, SEO Pages and Acquisition)
  10. 10.  Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)  ROI (Return on Investment)  IKE Syndrome  Beyond the “Front End” Product (Getting Operational Excellence, SEO Pages and Acquisition)  Product Idea vs. Revamp vs. Feature Launch
  11. 11. Discover Prioritize Action Test Enter Here No Exit
  12. 12.  The customer is “out” there
  13. 13.  The customer is “out” there  Following the 80/20 Principle
  14. 14.  The customer is “out” there  Following the 80/20 Principle  Need vs. Want vs.
  15. 15.  WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday Package
  16. 16.  WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday Package  WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search
  17. 17.  WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday Package  WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search  WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both
  18. 18.  WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday Package  WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search  WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both  HOW and for how long does he engage with my product
  19. 19.  WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday Package  WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search  WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both  HOW and for how long does he engage with my product  Offline to Online transition
  20. 20.  WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday Package  WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search  WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both  HOW and for how long does he engage with my product  Offline to Online transition  How does he start his interaction with my product
  21. 21.  Largely offline process requiring ◦ Reaching out to the Cab company – mostly last minute ◦ Enquiring on availability ◦ Price Negotiations ◦ Confirmation ◦ Anxious wait for the driver  Customer can be anyone who needs a cab and has a SmartPhone  Need can arise anytime (24X7) and very Last Minute (at times)  Perfect for a Mobile Use case  Product Engagement while searching, booking, confirmation, driver location  Can start on Google, App, directly
  22. 22.  Self / Primary Research ◦ Product Ideation – Is there true need? Sample set is important here ◦ Talk to Customers – Is a Must ◦ Meet Customers and Observe ◦ What they do vs. what they say ◦ Look for insights, problems to be solved ◦ Opportunities to disrupt the current ◦ Open Ended Questions and “Tell me more” ◦ Opinions, Emotions and Actions ◦ Fulfill the need through your product
  23. 23.  Surveys and Other Secondary Research ◦ On the Site ◦ Post the transaction or completion  After the Trip, on the Confirmation Page ◦ Commissioned Secondary Research
  24. 24.  Analytics ◦ Fallouts and other customer insights  Customers who did this converted twice better, Movie Trailers improve Fallout ◦ Heat Maps / Scroll Lengths / Fallouts / Time Spent
  25. 25.  Analytics ◦ Fallouts and other customer insights  Customers who did this converted twice better, Movie Trailers improve Fallout ◦ Heat Maps / Scroll Lengths / Fallouts / Time Spent  Videos & User Recordings
  26. 26.  Analytics ◦ Fallouts and other customer insights  Customers who did this converted twice better, Movie Trailers improve Fallout ◦ Heat Maps / Scroll Lengths / Fallouts / Time Spent  Videos & User Recordings  Logs
  27. 27.  Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early stage product
  28. 28.  Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early stage product  Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal
  29. 29.  Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early stage product  Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal  Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout
  30. 30.  Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early stage product  Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal  Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout  Time to Market X Effort Involved
  31. 31.  Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early stage product  Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal  Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout  Time to Market X Effort Involved  Taking some tough decisions with a leap of faith
  32. 32.  Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early stage product  Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal  Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout  Time to Market X Effort Involved  Taking some tough decisions with a leap of faith  How to measure
  33. 33.  MakeMyTrip in the Early Days
  34. 34.  MakeMyTrip in the Early Days  Amazon Prime
  35. 35.  MakeMyTrip in the Early Days  Amazon Prime  Zomato Mobile App
  36. 36.  MakeMyTrip in the Early Days  Amazon Prime  Zomato Mobile App  Swarm (by Four Square)
  37. 37.  Agile vs. Traditional Waterfall
  38. 38.  Agile vs. Traditional Waterfall  Figuring out “Your” right methodology
  39. 39.  Agile vs. Traditional Waterfall  Figuring out “Your” right methodology  Few questions which can help answer this ◦ Can you make a Product Roadmap for a long period ◦ Are all stakeholders aligned ◦ Life Stage of your product ◦ Are you working on features vs. developing a new product ◦ Is it possible to have testable releases ◦ Are you ready for the overheads
  40. 40. Roadmap Design + Definition Prototypes PRDs Develop Code and Test Launch
  41. 41.  Maintain a healthy list in the Roadmap – never loose the thoughts. But be very open to change it … very dynamically.  More iterations at Step 2 will help in reducing the time to market  Involve real customers at the Prototype Stage  Run Multiple Prototype tests  Take inputs from Non Product folks at the early stages  Test on multiple devices, formats etc. Roadmap Design + Definition Prototypes PRDs Develop Code and Test Launch
  42. 42. Action Test
  43. 43. Action Test  Figuring out the Test Sample  Setting Up Test Success Criteria  Beta Sites and CUG Launches  A/B Tests  Watch out for the Red Herrings  Fail Fast  Crowd Sourcing
  44. 44. Discover Prioritize Action Test Enter Here No Exit
  45. 45. Customize the process and practices as per your needs, innovate , improvise and fail fast.
  46. 46. Thank You Abhishek Logani Associate Director, Online Products MakeMyTrip.com abhishek.logani@makemytrip.com http://www.linkedin.com/in/abhisheklogani

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