SlideShare a Scribd company logo
Building products with a personality
Ekta Grover
Chief of Staff, InMobi Marketing Cloud
Future of Work
YourStory
28th Feb’20
First a little background
Disclaimer : Opinions do not reflect that of my current/ex-employer(s), except when you find them
interesting.
Set of principles
Thoughtful product
behavior User Delight
?
We delight users
Users choose what & when they will
be delighted with
Delight gets it wrong!
Need Expectation
Constraint
Assisted technology ?
Next best alternative
High expectation customer
mental model
Eventually..
Feelings
Youtube Adpods
Explain when experimenting
With delight
(unless there is only one answer)
Users should use the product
for the journeys you define
they themselves
Can
If it sells organizing
as a service - deliver* it.
*Exclusions apply! WTF?
#1 Build human-systems to capture qualitative
feedback
Product scale High expectation users
!= DAU, MAU,ARPU
(you can always build them later)
Expect your algorithms
to do the right thing
Other users are just as lost as this one
(who's complaning!)
If you are setting bounds on Market place pricing - it either needs
to be accurate, or give users an easy means of redressal
Help, really ?
#2 Build products with Data-humilty
Treat lost with
We expect technology to
complicate our lives
simplify
How do we want to design user’s engagement ?
Overwhelming Or Educative ?
Design for user persona’s
The hidden cost of “discovery”
In marketplace
Declining utility
of engagment & user-fatigue
#3 Design products with personality
Because people remember features
How the product made them feel
Users have a learning cycle,
they sort themselves out
Should not have to learn
Should not have to
We don’t always teach the user
Direct retail sales outside of platform
Expect them to know what works best
Use your data to uncover what matters to them
#4 Never assume that because you won’t give
them a feature, they won’t create it!
And the Engineer, the functionality
The product manager defines the product
User
User
Visual Baits for
Click views, recency & engagement
#5 Either you listen to your users, or your
competitors will!
Sustainabilty
Social connection
Belonging
Your values != Their values
Our values have to match
Assume good intent,
but instrument for bad
#6 Protecting consumer brands is hard(er)
but, hey! we forget
Technology is built by people just like us!
Curate the community
Community curates us
(We can always solve with plain math)
But we can’t loose reputation!
(Forget what is Sexy!)
https://www.youtube.com/watch?v=hiXQ_Oz2mB8
How ?
A healthy dose of suspicion is a good thing
But everyone’s doing it!
If it can be easily found, it exists!
#7 Own the Responsibility for the Technology we
create
Principle of
progressive
Meditation
Where is your product’s Anti-roadmap?
Now remember Maternity bras ?
Build Tech with Humility & Undersell user-delight
Wherever you fly, you'll be best of the
best.
Wherever you go, you will top all the rest.
Except when you don't.
Because, sometimes, you won't.

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