Industry Summit 2017 : Invent and Simplify
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Thinking points on how to invent and simplify by using real life examples of Amazon Music's products.
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Industry Summit 2017 : Invent and Simplify
- 1. 1 @Kintan Brahmbhatt Head of Product & PMO, Amazon Music invent and simplify
- 2. 2
- 3. “A product manager’s job is to talk, but she gets paid to listen.” 3
- 4. 4 Agenda 1. Invent: Map your product to existing human behavior 2. Simplify: Seek out and reduce friction 3. Working Backwards: Amazon’s approach to building products
- 5. 5 19 years of Amazon Music 2014 2013 2011 2007 1998 2016
- 6. 6 In love with Alexa By Joann on October 16, 2016 But now Alexa is my best friend. By John on October 15, 2016 Alexa is newest family member! By Larry Attwell on October 13, 2016
- 7. 7 What’s on my calendar? Read my book Order me an Uber Set an alarm for 8 AM What’s the latest album by Taylor Swift? What’s the weather in Chicago? Turn on the lights Set a timer for 15 minutes Add milk to my shopping list How far is it to Cleveland? Play Bruno Mars
- 8. 8 invent map your product to existing human behavior
- 9. 9 I know exactly what I want to play, but I cannot describe it by name.
- 10. 10 “Alexa, play the latest single by Imagine Dragons” “I don’t know why, by Imagine Dragons” “Alexa, add this song to My Music”
- 11. 11 “Alexa, play the song that goes One Two Three Drink” “Chandelier by Sia”
- 12. 12
- 13. 13
- 14. 14
- 15. 15 I do not know what I want to play, but I can give you guidance.
- 16. 16 “Alexa, play some baby-making jazz music” “Here’s a playlist for baby-making music..”
- 17. 17 How can I apply this to my product?
- 18. 1. How does your product map to existing human behavior? 2. What counter intuitive patterns have you observed in your usage metrics? 3. Where are users currently failing? 18 Thinking points:
- 19. 19 simplify seek out and remove friction
- 20. 20 Friction is anything that comes in the middle of a user’s ability to complete a task.
- 21. 21 Buy a CD/Vinyl, get a MP3 song
- 22. 22 Prime Music “Offline” done right: Auto download a few hours of recommended music
- 23. 23 iPhone app “Offline” Home Screen Offline Recommendations
- 24. 24 How can I apply this to my product?
- 25. 1. What high bar customer promise are you making? 2. Do you know your customer’s real intent? 3. How can you reduce the number of steps needed to fulfill a customer’s intent? 25 Thinking points:
- 26. 26 working backwards start with the customers and work backwards
- 28. vs
- 29. “Good intentions do not work, good mechanisms do.” -Jeff Bezos
- 30. Working Backwards: a mechanism
- 31. Write a customer-facing narrative Include a customer quote (mock) press release
- 33. press release
- 35. Consider all stakeholders – customers, partners, internal teams Add more FAQs throughout the product lifecycle Who, what, why, why now, how, when… Frequently Asked Questions:
- 36. press release
- 37. Use low-fidelity mock ups and data flow diagrams Use tools such as Invision, Pixate and more for prototyping and sharing Visual mocks
- 38. why write a narrative? writing enforces clarity of thought
- 39. 39 “When you reduce friction, make something simpler, people do more of it.” Jeff