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EBE 2019 - Product strategy when scaling a company


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Shimon Koifman
Head of Product - Web, mobile apps & growth reBuy
In this talk, I'll describe the methods and flow we're using at rebuy's customer facing teams to make sure we build a great product for our reCommerce users. How we use data, A/B testing and qualitative feedback to provide frictionless customer journey.

Experienced B2C product leader with over 15 years of experience. Mr Koifman worked in multiple market verticals from Fintec through travel and now reCommerce. Mr Koifman is the head of product - web, mobile & growth at reBuy where he's responsible on building products that solve real customer problems using data as well as exceptional user experience. Prior to that Mr Koifman was leading the mobile offering at eToro - the world largest social investment network.

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EBE 2019 - Product strategy when scaling a company

  1. 1. Product strategy when scaling a company Shimon Koifman Head of Product - Web, mobile apps & growth @reBuy
  2. 2. What does the user want?
  3. 3. Recommerce refers to the process of selling previously owned, new or used products, mainly electronic devices or media such as books, to companies or consumers
  4. 4. reBuy helps reducing worldwide electronic waste by expanding the product’s lifetime reBuy helps reducing worldwide electronic waste by expanding the product’s lifetime
  5. 5. Over 5m customers Operational hubs in Berlin and Poznan Handling 100k products daily
  6. 6. 0 20 40 60 80 100 120 140 160 2013 2014 2015 2016 2017 2018 Revenue development in Mil€
  7. 7. Why it’s unique?
  8. 8. Consumer electronics Media
  9. 9. Every company in the world will tell you they are customer-driven. They’ll believe in the principle. They’ll have framed posters on the wall about it. But none of that means anything unless you actually make the structural decisions to ensure it.
  10. 10. Transition to become even more customer centric organization
  11. 11. Teams are structured to take care of complete user journeys
  12. 12. Photo by Aaron Huber on Unsplash What does the customer want?
  13. 13. One big team supports different needs based on priorities (usually external) Teams are created to support the customer journeys they’ve identified Before Now
  14. 14. Big features or projects that we ship & forget Missions & themes. Smaller and incremental improvements carefully tested. Before Now
  15. 15. Somewhat data driven Extremely data driven Before Now
  16. 16. Guess Measure, guess, ship & measure Before Now
  17. 17. Discover opportunities Recordings Heatmaps User research Surveys Event data
  18. 18. Testing methodology 2-3 weeks run time 95% significance Multiple metrics to analyze (CVR to transaction, add-to- cart revenue & many more) Validate results with recording and GA Hypothesis must be clear
  19. 19. Solving for the customer that is selling consumer electronics Online grading Sending Acceptance Payout
  20. 20. Drop-off rate around 80% on the grading- page The grading-page feels heavy and users are not motivated to start Observations on the grading flow
  21. 21. +6% add to carts +4% people who finished the grading Step by step grading process More focus, more clarity
  22. 22. 80% of people are sending us their already graded products 17% of products will be trashed as they are dysfunctional
  23. 23. 4% less conflicts Zoom into questions Be more specific
  24. 24. Solving for the customer that is buying consumer electronics Introduction Discoverability Purchase
  25. 25. “Offering our customers better UX of the Wishlist that allows them to easily select the condition of a product and add it directly to the cart, will result in an easier order decision, thus improving the CVR" Hypothesis for new Wishlist UX
  26. 26. Results for new Wishlist UX + 5% on Desktop + 8% on mobile
  27. 27. Original product details page
  28. 28. “Having a clearer and more organized Product page, will lead to a better understanding of the products and conditions available, reducing confusion and allowing customers to take better decisions” Hypothesis for PDP page UX
  29. 29. Results for PDP page UX + 5% on add to carts + 3% on purchase
  30. 30. • Build teams and process to support your specific business goals • Use a complete toolbox (user research, data) to learn as much as you can about your customers • Keep moving. Fast! Summary
  31. 31. By Shimon Koifman Product strategy when scaling a company