Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

5 Things Every Product Leader Needs to Know About API

1,698 views

Published on

APIs are the enablers for the digital economy. As a company, you can grow to new markets, grow business, and innovate new business models with API products. In this presentation, you'll learn 5 things every product leaders needs to know about API.
1. Know that API and its crucial role in the digital economy
2. Know about API and VPI (value proposition interface) is
3. Know how to do API product design
4. Know how to do API product strategy
5. Know how to do API product execution

If you are interested in API product management, check out the API product management book at http://api-as-a-product.com/

This presentation is based on the Webinar presented at the Institute for Product Leadership.
Find the webinar here: https://youtu.be/LKwtHaPxrhU

Published in: Business
  • Be the first to comment

5 Things Every Product Leader Needs to Know About API

  1. 1. 5 things every product leader needs to know about API Andrea Zulian, Swisscom AG Amancio Bouza, PhD, Innovation Process Technology AG Institute for Product Leadership, Webinar, May 15th 2018
  2. 2. 1. Let’s start with Why 2
  3. 3. World’s Economy has Changed 3
  4. 4. Digital Economy 4
  5. 5. Digital Economy 5
  6. 6. Fintech Ecosystem and Open Banking 6
  7. 7. “APIs are the connective tissue in today’s ecosystems. For companies who know how to implement them, they can cut costs, improve efficiency, and help the bottom line.” -- McKinsey 7
  8. 8. Example: In-Car Delivery 8
  9. 9. She missed the package delivery whilst she is at work. #G@$%&! 9 1 missed delivery!
  10. 10. She provides car info, location, and limited access to the trunk 10
  11. 11. Deliverer locates and finds the car 11
  12. 12. 12 He gets limited access to the car’s trunk to deliver package
  13. 13. He puts package into the trunk 13
  14. 14. She gets notified that package is delivered to car 14
  15. 15. She gets the package before safely driving home 15
  16. 16. Build Ecosystem around Customer Journey 16
  17. 17. Look outside. But don’t forget to look inside! 17
  18. 18. 18 • All teams will expose their data and functionality through interfaces. • Teams must communicate with each other through these interfaces. • There will be no other form of inter-process communication allowed • All service interfaces, without exception, must be designed from the ground up to be externalizable. No exceptions. • Anyone who doesn’t do this will be fired. Jeff Bezos’Memo in 2002
  19. 19. 2. What is an API? 19
  20. 20. What is anAPI? 20 API:Application Programming Interface
  21. 21. Paradigm Shift: From API to VPI 21
  22. 22. 22
  23. 23. 23
  24. 24. API Product: Identity 24
  25. 25. API Product: Identity 25 Based on the customer info in the CRM system of Swisscom
  26. 26. API Product: Identity 26 Based on the customer info in the CRM system of Swisscom Customer API provides all info about a Swisscom customer.
  27. 27. API Product: Identity 27 Based on the customer info in the CRM system of Swisscom Customer API provides all info about a Swisscom customer. Why should anybody outside Swisscom care?
  28. 28. API Product: Identity 28 Based on the customer info in the CRM system of Swisscom Customer API provides all info about a Swisscom customer. Why should anybody outside Swisscom care? What’s the job-to-get-done of companies?
  29. 29. API Product: Identity 29 Based on the customer info in the CRM system of Swisscom Customer API provides all info about a Swisscom customer. Why should anybody outside Swisscom care? What’s the job-to-get-done of companies? Verify identity of prospect customer.
  30. 30. API Product: Identity 30 Based on the customer info in the CRM system of Swisscom Customer API provides all info about a Swisscom customer. Why should anybody outside Swisscom care? What’s the job-to-get-done of companies? Verify identity of prospect customer. Value proposition: Service to verify the identity of a person.
  31. 31. “Ultimately, the API is about an interface to a value proposition, not to an application.”
  32. 32. Digitization or Digitalization or Digital Transformation? 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. Two Breeds of API 36
  37. 37. Peter Ducker’s Paradigm of Change Strategy, Tactics, Operations 37 Paradigm of Change -- Peter Drucker
  38. 38. “… treating APIs as products increases the chances for digital business success.” -- Gartner 40
  39. 39. Guide to the Most Valuable Design 41
  40. 40. 3. How to do API Product Design 42
  41. 41. Desirability: Customer-Centric Design 43
  42. 42. 44
  43. 43. 45
  44. 44. 46
  45. 45. VPI Canvas 47
  46. 46. 48
  47. 47. 4. How to do API Product Strategy
  48. 48. Viability: Product Strategy 50
  49. 49. A compass for you API Product 51
  50. 50. API Product Board
  51. 51. Identify the main product features Based on the Value Proposition, the customer, and his needs 53
  52. 52. API Product Board 1 1 1 1
  53. 53. Competitive Analysis Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses 55
  54. 54. API Product Board 1 1 1 1 2
  55. 55. Business Context Identifying the key players and main strategy within your organization 57
  56. 56. API Product Board 1 1 1 1 2 3
  57. 57. InnovationAmbition Matrix & Stakeholders Map 59
  58. 58. Business Goals Define the business goals of your API Product considering your company’s overall strategy 60
  59. 59. API Product Board 1 1 1 1 2 3 4
  60. 60. Cost Structure and Revenue Model Define the API Product’s cost structure (Delivery + Operations) Define the revenue model of your API Product taking in consideration: your company’s and competitor’s strategies The product’s cost structure 62
  61. 61. API Product Board 1 1 1 1 2 3 4 5 5
  62. 62. API Business Model Chart by John Musser, 2013
  63. 63. API Product Roadmap Map Product Features to (prioritized) Business Goals and define the API Product Roadmap 65
  64. 64. API Product Roadmap 66
  65. 65. Build a Minimal Viable Desirable Feasible Product (MVP)
  66. 66. Prototype-First To validate the (MVP) features even before implement it 68
  67. 67. 6954
  68. 68. API Product Roadmap 70
  69. 69. 5. How to do API Product Execution 71
  70. 70. Feasibility: Product Execution 72
  71. 71. Lean Startup
  72. 72. Meta process 74 Problem-Solution Fit validate qualitatively Product-Market Fit verify quantitatively Scale
  73. 73. LeanAPI Development Process 75 Problem-Solution Fit validate qualitatively Product-Market Fit verify quantitatively
  74. 74. Let’s wrap up 76
  75. 75. 1. Know that API and its crucial role in the Digital Economy 2. Know about API and VPI (Value Proposition Interface) is 3. Know how to do API Product Design 4. Know how to do API Product Strategy 5. Know how to do API Product Execution 5 Things you now know aboutAPI 77
  76. 76. Key Take-Aways 78 API Product Design API Product Strategy API Product Execution
  77. 77. Andrea Zulian Senior Product Manager Swisscom AG Amancio Bouza, PhD Principal Consultant Innovation Process Technology Start treatingAPIs as Products for Digital Business Success 79 www.apiproductmanagement.com

×