Customer-Centric PM: Anticipating Needs Across the Product Life Cycle

1. Customer-Centric PM: Anticipating
Needs Across the Product Life Cycle
by AMEX SVP of Product
productschool.com

2. Level Up Your Team’s
Product Management Skills
Product Manager
Certification™
Product Leader
Certification™
Companies We Train
Product Marketing Manager
Certification™

3. Team Training
Level Up Your Team’s
Product Management Skills
productschool.com

4. Resources
Free Product Management Resources
Events Courses Podcasts
Newsletters Communities eBooks and
Reports
productschool.com/resources

5. Customer Centric
Product Managers
Anticipating Needs Across the
Product Lifecycle
Lisa Yokoyama
SVP and Head of Product
Amex Digital Labs

6. 6
LISA YOKOYAMA
SVP, HEAD OF PRODUCT AMEX DIGITAL
LABS
• Lead the product team in American
Express’s innovation lab, driving the
product vision, strategy, and roadmap
for enterprise-wide digital solutions
• Focus on AI-driven experiences, digital
commerce, and lifestyle products and
services for American Express
customers
• Drawn to customer-centricity of financial
services, dedicated to improving the
user experience

8. Amex Digital Labs

9. INSPIRATION

10. ?

11. What is happening
in the broader
marketplace?
What consumer
trends am I not
addressing?
What's a gap in what
I'm offering?
How is regulation
changing the nature
of this business?
What is a solution
that I use that isn't
working?
What technology
might I need to
better understand?

12. INSPIRATION
• Curiosity
• Bias for action
• Compelling vision

14. ARTICULATION

15. ARTICULATION
• Responsible for the impossible
• Empathetic
• Drive customer and business
outcomes

16. 555-555-5555
CF Frost
555-555-5555
CF Frost
555-555-5555
CF Frost
CF Frost
CF Frost
555-555-5555
Arthur M
555-555-5555
Anna
555-555-5555
Alice
555-555-5555
Arnold

17. This material contains information that is proprietary and confidential to American Express. It cannot be shared with third parties without
American Express’ written consent. AMERICAN EXPRESS PROPRIETARY & CONFIDENTIAL. DO NOT COPY. DO NOT DISTRIBUTE.

18. FEEDBACK

19. FEEDBACK
• Obsessed over experience
• Drives clarity
• Prioritizes

22. INSPIRATION
ARTICULATION
FEEDBACK

23. THANK YOU
www.linkedin.com/in/lisayokoyama

24. Part-time Product Management
Training Courses
and Team Training
productschool.com