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Working Backwards
from the Customer
Dipen Mehta
Head, Digital Innovation APAC
dipenm@amazon.com
Starting with the customer and
working backwards
It’s our thing
Moments
Moments
Great products and services come
from deeply understanding the
customer.
Working backwards process
• Step 1: Start with the customer
• Step 2: Craft the Working Backwards documents
• Step 3: Refine the documents
Working backwards documents
Press Release FAQ Visuals
1. Who is your customer?
2. What is the customer problem or opportunity?
3. What is the most important customer benefit?
4. How do you know what your customer needs or
wants?
5. What does the experience look like?
5 Questions
1. Who is your customer?
2. What is the customer problem or opportunity?
3. What is the most important customer benefit?
4. How do you know what your customer needs or
wants?
5. What does the experience look like?
5 Questions
A M A Z O N C O N F I D E N T I A L
Meet Tatiana McLeod
“Travel is important to me. I keep a list of places I
want to visit, and I use various sites for inspiration
and last minute deals. I want memorable experiences
in my life and I want it on my terms. ”
C O N T E X T
66% of millennials consider travel an
important part of their life
Young travelers projected to take 320 million
international trips annually by 2020
H E R N E E D S
Personalization - seeks unique experiences for
her holidays.
Convenience – be inspired, informed, and plan
trips all from her mobile device.
*source: virtuoso.com
5 Questions
1. Who is your customer?
2. What is the customer problem or opportunity?
3. What is the most important customer benefit?
4. How do you know what your customer needs or
wants?
5. What does the experience look like?
Measure, Improve, and Iterate
“Our theories determine what we measure.”
– Albert Einstein
• Identify your assumptions
• Look beyond your frame of references
• Data Driven
• Improve and iterate quickly
GET TO KNOW YOUR CUSTOMERS
SIMULATE THE EXPERIENCE
https://www.flickr.com/photos/havoc315/
SIMULATE THE EXPERIENCE
Press Release
• Focus on the customer need
• The customer quote is key
• Leap into the future: Think BIG
• Avoid jargon
• Say it simply and clearly
The FAQ
• Include both customer FAQs
and stakeholder FAQs
• Include the hard questions
• Share your Press Release early
to gather questions
The Visuals
• Rough idea – rough drawing
• Match fidelity to maturity of
your idea
• Don’t be afraid to be provocative
• Create discussion
AMAZON CONFIDENTIAL
AMAZON CONFIDENTIAL
It’s a conversation starter
to achieve clarity and
customer focus.
We read, discuss, debate
and ask questions.
We revise, and
make the idea better
with each iteration.
We push ourselves to invent
on behalf of the customer.
It’s about the Culture
 Culture is the “software of the mind.” It is the
core logic that organizes people’s behavior.
 The culture reflects the lessons learned that
are important enough to pass on to the next
generation.
 Values, beliefs, and practices that have been
developed and reinforced over time.
Culture is “the way we do things around here.”
Cultural Trends We Are Seeing
Moving from
 Failure is not an option
 Command-and-control
 Silos “throw it over the wall”
 Long due diligence
 Talent outsourcing
Moving toward
 Learning (start small, experiment, and iterate)
 Decentralized ownership (guardrails via cloud CoE)
 DevOps and cross-functional teams
 Adopt early and often
 Talent insourcing/niche partnering
Customer delight is our ultimate goal
Thank You!

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Working Backwards from the Customer

  • 1. Working Backwards from the Customer Dipen Mehta Head, Digital Innovation APAC dipenm@amazon.com
  • 2. Starting with the customer and working backwards
  • 4.
  • 5.
  • 6.
  • 9. Great products and services come from deeply understanding the customer.
  • 10. Working backwards process • Step 1: Start with the customer • Step 2: Craft the Working Backwards documents • Step 3: Refine the documents
  • 11. Working backwards documents Press Release FAQ Visuals
  • 12. 1. Who is your customer? 2. What is the customer problem or opportunity? 3. What is the most important customer benefit? 4. How do you know what your customer needs or wants? 5. What does the experience look like? 5 Questions
  • 13. 1. Who is your customer? 2. What is the customer problem or opportunity? 3. What is the most important customer benefit? 4. How do you know what your customer needs or wants? 5. What does the experience look like? 5 Questions
  • 14. A M A Z O N C O N F I D E N T I A L
  • 15. Meet Tatiana McLeod “Travel is important to me. I keep a list of places I want to visit, and I use various sites for inspiration and last minute deals. I want memorable experiences in my life and I want it on my terms. ” C O N T E X T 66% of millennials consider travel an important part of their life Young travelers projected to take 320 million international trips annually by 2020 H E R N E E D S Personalization - seeks unique experiences for her holidays. Convenience – be inspired, informed, and plan trips all from her mobile device. *source: virtuoso.com
  • 16. 5 Questions 1. Who is your customer? 2. What is the customer problem or opportunity? 3. What is the most important customer benefit? 4. How do you know what your customer needs or wants? 5. What does the experience look like?
  • 17. Measure, Improve, and Iterate “Our theories determine what we measure.” – Albert Einstein • Identify your assumptions • Look beyond your frame of references • Data Driven • Improve and iterate quickly
  • 18. GET TO KNOW YOUR CUSTOMERS
  • 21. Press Release • Focus on the customer need • The customer quote is key • Leap into the future: Think BIG • Avoid jargon • Say it simply and clearly
  • 22. The FAQ • Include both customer FAQs and stakeholder FAQs • Include the hard questions • Share your Press Release early to gather questions
  • 23. The Visuals • Rough idea – rough drawing • Match fidelity to maturity of your idea • Don’t be afraid to be provocative • Create discussion
  • 26. It’s a conversation starter to achieve clarity and customer focus.
  • 27. We read, discuss, debate and ask questions.
  • 28. We revise, and make the idea better with each iteration.
  • 29. We push ourselves to invent on behalf of the customer.
  • 30. It’s about the Culture  Culture is the “software of the mind.” It is the core logic that organizes people’s behavior.  The culture reflects the lessons learned that are important enough to pass on to the next generation.  Values, beliefs, and practices that have been developed and reinforced over time. Culture is “the way we do things around here.”
  • 31. Cultural Trends We Are Seeing Moving from  Failure is not an option  Command-and-control  Silos “throw it over the wall”  Long due diligence  Talent outsourcing Moving toward  Learning (start small, experiment, and iterate)  Decentralized ownership (guardrails via cloud CoE)  DevOps and cross-functional teams  Adopt early and often  Talent insourcing/niche partnering
  • 32. Customer delight is our ultimate goal