This document discusses principles for building successful products, including focusing on utility, listening to users, and having a clean product architecture. It warns against falling into the trap of only looking at numbers and advises shipping products instead of overdesigning. A case study example discusses the importance of branding from launch. Overall, the key messages are to prioritize user needs and support, have an easy to use interface, and structure products simply to allow time for polishing and branding.

1. BUILDING PRODUCTS FOR REAL USERS
Why I ditched Flipkart for Amazon

2. What can we build in this iteration that can transport people from
point A to point B?

3. THE HOLY GRAIL OF
PRODUCT DEVELOPMENT
• Utility First
• Listen to your users
• Component based UI
!

4. PRODUCT PITFALLS
• Amazon vs. Flipkart
• Don’t fall in the numbers-only
trap.
• The myth of the low hanging fruit
- assuming things about what
you’ve never done before.
• Just Ship It.
"

5. CASE STUDY
• Remember the glass bottle and the marketing campaigns around it
to make people believe there was no other alternative? (aaha-ajaa)

6. THENVS. NOW
• The state of marketing in the era of digital consumers.
• NOTHING HAS CHANGED.
• The rules of customer engagement are still the same.
• Product branding starts at launch.
• You are never to small to start branding.
• It isn’tTV advertisements or Radio announcements.
• Time to resolve a query will trump any new feature release
done.
• Every un-answered query is a spade added to the
(pseudo-)product grave.
#

7. –Someone Great, (last night)
“Design is a customer experience multiplier. If your
product has zero value with the most amazing UI.
Guess the net score!”

8. LISTENTOYOUR USERS
• Have an easy to digest
interface. Give them a
channel to connect.
• Lets users report blind-spots.
• Take turns to provide
support.
• Review top support-tickets
weekly.
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9. THE BIGGEST PAY-OFFS
• Clean Product Architecture -
With less blocks.
• Fewer pieces to design,
develop and maintain.
• Less work building the features.
• REWARD -Time to perfect
and polish.
• REWARD 2 -Time for product
branding.
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10. Thanks for your time!
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