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API PRODUCT
MANAGEMENT
HELPING MORE PEOPLE MORE
Dr. Amancio Bouza
APIDays Zurich, 2019
Author of
“API Product Management – Product
Strategy and Execution for the Digital
Economy”
https://leanpub.com/apiproductmanagement
Your 1st Follower of Crazy Ideas
2
Dr. Amancio Bouza, Principal Consultant at ipt
Once upon a time,
when I was in
5th grade…
3
4
MINDSET:
DECISIONS NEED CONSENT
DECISIONS MUST BE RIGHT
5
SWISS RED CROSS PROVIDES 30 SERVICES!
6 Source: https://www.redcross.ch
WE FOCUS ON ONE SERVICE:
ASSISTED TRANSPORT
7
WHAT IS AT STAKE?
8
CUSTOMER BASE
9
CUSTOMER BASE
10
TOOYOUNG
TOOYOUNG
CUSTOMER BASE
11
TOOYOUNG
TOOYOUNG
DIEOUT
12 Source: https://www.weforum.org/agenda/2016/11/what-do-young-people-care-about-we-asked-26-000-of-them/
CUSTOMER BASE
13
TOOYOUNG
TOOYOUNG
DIEOUT
CUSTOMER BASE
14
TOOYOUNG
TOOYOUNG
DIEOUT
OTHERPRIORITIES
NO SUSTAINABLE
CUSTOMER BASE!
15
At least, NGO’s don’t
#GETUBERFIED
16
At least, NGO’s don’t
#GETUBERFIED
17
18 Source: https://www.uber.com/de-CH/ride/uberwav/
IN THE LAST 15 YEARS
52% OF FORTUNE 500 COMPANIES
HAVE GONE EXTINCT
19 Source: Innosight
NOW WHAT?
20
TEAM
21 Source: https://www.computerworld.ch/business/business-it/srk-erfolgreich-am-hackathon-ipt-1548337.html
ANJA
MARCIN
AMANCIO
DANIEL
CDO at
Swiss Red Cross
MISSION:
22
DIGITAL
TRANSFORMATION
DIGITAL PRODUCTS
& ECOSYSTEMS
API PRODUCT
MANAGEMENT
HELP MORE
PEOPLE MORE
MISSION:
23
DIGITAL
TRANSFORMATION
DIGITAL PRODUCTS
& ECOSYSTEMS
API PRODUCT
MANAGEMENT
HELP MORE
PEOPLE MORE
24 Source: Amancio Bouza & Andrea Zulian, APIDays Paris 2018
1. VALUE CHAIN
Digitalization
25
DESIGN SPRINT
26
27
PAIN POINT:
RAPPORTS
DRIVERS fill out multiple rapport
forms for each transport
28
PAIN POINT:
RAPPORTS
EMPLOYEES enter
rapports into applications
API SOLUTION:
RAPPORT API
Create Rapports
{startTime,
distanceKM,
duration}
29
RAPPORT APP
Rapport API is an API solution
that helps to digitalize a
business process.
Cost savings without potential
for novel business models
30 Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
HOW TO BUILD THE API, NOT!
31
Inside-out!
Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
API is not about solving
a Rubik’s Cube
32
HOW TO BUILD THE API, NOT!
33 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
“Ultimately, the API is the
Interface to the Value Proposition,
not to the Application”
34 Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
35
The 2nd Breed of API:
API Product
Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
2. PLATFORM-LED
DIGITAL TRANSFORMATION
36
WHY
API PRODUCT?
37
“3.6 million Americans
miss their appointments due to
a lack of reliable transportation”
38
Uber Health
Source: https://www.uberhealth.com/about
0.085 M miss appointment in Switzerland
$135/15min cost of missed appointment
$11.5 M total loss because of missed appointments
Source: https://www.expatistan.com/price/doctor/zurich
39
“3.6 million Americans
miss their appointments due to
a lack of reliable transportation”
USA
Population: 327.2 M
Source: https://en.wikipedia.org/wiki/United_States
SWITZERLAND
Population: 8.5 M
Source: https://en.wikipedia.org/wiki/Switzerland
3.6 M miss appointment in the USA =>
Source: https://www.uberhealth.com/about
$ 11.5 MARE LOST BECAUSE OF
MISSED APPOINTMENTS
40
LET’S GIVE THEM $11.5 M
AND CHARGE A FRICTION, E.G.,
$1’000’00041
CHF '1.00
CHF 200'001.00
CHF 400'001.00
CHF 600'001.00
CHF 800'001.00
Rapport App (API Solution) Transport Care (API Product)
API PRODUCT BEATS API SOLUTION
42
Revenue
$1’000’000
Revenue
$200’000
5x
Source: https://www.digital.redcross.ch/: Assumption: 12 customers, 1000 drivers => $204k
HOW TO BUILD
API PRODUCT?
43
Director Product Management at Amazon in Seattle
44
Source: https://www.linkedin.com/feed/update/urn:li:activity:6392958411058798592
Continuous Innovation Workshop
Outlearn Your Competition and
Build Products That Matter.
45
Lean Startup
Build-Measure-Learn Cycle
Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
META PROCESS
46
Problem-Solution Fit
validate qualitatively
Product-Market Fit
verify quantitatively
Scale
Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
LEAN API PRODUCT DEVELOPMENT
47
Problem-Solution Fit
validate qualitatively
Product-Market Fit
verify quantitatively
Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
FROM
INSIDE-OUT
TO OUTSIDE-IN
48
VALUE PROPOSITION CANVAS
49 Alex Osterwalder: Value Proposition Canvas: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
VALUE PROPOSITION INTERFACE CANVAS
50 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
API-as-a-Product
UBER for assisted transport
TRANSPORT CARE
API PRODUCT:
TRANSPORT CARE
Manage Transports
{startTime,
distanceKM,
duration}
52
ASSISTED TRANSPORT
APP
API PRODUCT VISION BOARD: TRANSPORT CARE
Regional Swiss Red Cross
associations (i.e., KVs)
Small local NGOs: Spitex &
Nachbarschaftshilfe
Travel Agencies/Industry?
Medical Facilities
Business Goals (SRK)
Help more people more
Standardization of Assisted
Transport
Volunteer satisfaction and
lifetime value
API economy for Platform
Stay relevant for Next Gen.
Reduce effort for rapporting
and controlling
Help customers to travel from
A to B
Volunteer appreciation
Use the time of doctors most
efficient
Needs
Business Context
Adjacent Product: Supports
Fahrdienst service
Digitalize and scale existing
Assisted Transport service
Get patients on time, no delay
or missed appointments
Simple management and
coordination of transports
Data-driven volunteer
appreciation (e.g., stats)
Value Proposition
Benefits
Time saving for rapport
controlling and increased
quality
Simple management of
transports, less phone calls
Improved volunteer
experience
Manage and organize
transports
Get real-time transport info
(e.g., transport distance)
Volunteer and transport
analytics
Features
Costs
Continuous API management
lifecycle and Integration
Operations and Customer
Support
Customer
Volunteer Appreciation
Use volunteer’s stats for personalized
appreciation and show volunteer’s
impact.
Cost Reduction
Effortless rapporting and controlling. Less
effort for call center because of instant
transport request
Standardized Transport Service
Efficiency and focus on one best
transport service. Be where the
customer is API Economy and become
part of the customer journey.
Volunteer Experience
Volunteering without administration
Fault Prevention
Trust volunteers. Uncommon rapports
are automatically identified and flagged
for manual inspection.
BENEFITS
The 5 Key Benefits of
Transport Care for the
Swiss Red Cross
PAINRELIEVERSGAINCREATORS
KPI OF API PRODUCT SUCCESS:
MEASUREMENT OF
HOW WELL THE API PRODUCT DELIVERS ON
THE VALUE PROPOSITION
55
TRANSPORT CARE: TOTAL NUMBER OF MINUTES DELAYED
56 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
API PRODUCT:
TRANSPORT CARE
Manage Transports
{startTime,
distanceKM,
duration}
57
ASSISTED TRANSPORT
APP
API PRODUCT:
TRANSPORT CARE
Manage Transports
{startTime,
distanceKM,
duration,
expectedDeliveryTime,
deliveryTime}
58
ASSISTED TRANSPORT
APP
Extend API
Specification to
facilitate analytics
GOAL-ORIENTED ROADMAP: TRANSPORT CARE
Q2/2019 Q3/2019 tbd tbd
V1 (MVP) V1.1 V2 V3
Reduce effort of SRK employee to
check rapports
Full management of transports Smart Alert for uncommon
distance and duration data
Enable coordination between SRK,
volunteer, and beneficiary
● Retrieve transports assigned
to a driver
● Get details about a
transport
● Update transport with
rapport relevant info (e.g.,
distance, duration)
● Attach expenses to a
transport
● Create new transports
● Assign transport to a
volunteer
● Retrieve all transports
● Filter all transports based on
status
● Identify uncommon
transport rapports
● Notify employee for manual
inspection
● Get personal stats of current
year
● Get stats of all volunteers
assigned to a KV or other
customers
● Effort of rapport checks
reduced by 50%
● # of not-in-time rapports
decreased by 50%
● Transport coordination and
disposition reduced by 50%
95% of uncommon rapports
identified
# of usages in volunteer
appreciations
# of social media shares
RELEASE BACKLOG & IDEAS
Goal
Why is this release built
Features
What are the top features of the release
Metric
How is success of the release measured?
Self-Service to save administration
effort
● Get details of a volunteer
● Update volunteer info
● 50% of info mutations (e.g., address change)
are done by volunteers them self
● 80% of new volunteers use self-service
Smart Expenses ● Expense costs are automatically retrieved from expense
attachment (OCR, Deep Learning)
● Costs are correctly extracted from 90% of
expenses
Expense Management ● Upload expense tickets for a specific transport
● Retrieve expense tickets
● Delete expense ticket
● Create expense ticket
● 80% of expenses are submitted via App or API
Smart Alert ● Distance estimation of transport
● Duration estimation of transport
● Identification of unexpected and significant difference
between estimated and reported values
Real-Time Intelligence ● Real-Time Monitoring of transports, distance, and
duration
3. ECOSYSTEMS
61
62 Source: https://www.fiveup.org/
63
“Vereinte Kompetenzen: Mit FlixBus und Uber von Tür zu Tür reisen“
64 Source: https://www.uber.com/de/blog/uber-flixbus-partnerschaft/
WRAP UP
65
PYRAMIDE OF DIGITALIZATION
66
3. TRANSPORT CARE
2. RAPPORT API
1. RAPPORT APP
API PRODUCT
MANAGEMENT
67 Source: http://api-as-a-product.com/
TAKE AWAYS
1. API is not about Integration
2. API is the Interface to a Value Proposition
3. Build API Products, not APIs. Ask: Is it the best possible service?
4. Good KPI shows how well an API product delivers on the value proposition
5. Understand the customer journey and build the ecosystem around it.
5th Element: Customer Obsession
68
Get in touch
69
#WHO
Amancio Bouza, PhD
Intrapreneur, API & AI Enthusiast, Speaker & Author
Principal Consultant at ipt
Let’s connect:
https://ch.linkedin.com/in/amanciobouza
Follow me:
https://twitter.com/AmancioBouza
BACK
UP
71
TRANSPORT CARE APIs
Latest Version: https://app.swaggerhub.com/apis-docs/amanciobouza/Transport/1.0.0#/
More at the SRK API Developer Portal: https://developer.redcross.ch/
API STAKEHOLDERS
73
VALUE PROPOSITION INTERFACE
74
WHAT IS AN API?
75
CONTINUOUS
INNOVATION
77
78
“Our success at Amazon
is a function of how many
experiments we run every
year, month, week, and days.”
– Jeff Bezos, CEO of Amazon
79
NUMBER OF EXPERIEMENTS PER YEAR
80
0
20000
40000
60000
80000
100000
120000
Netflix Intuit Amazon P&G Google Facebook
Experiments
100k+
81
82

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How an API Product Transformes the Business Model of an NGO

  • 1. API PRODUCT MANAGEMENT HELPING MORE PEOPLE MORE Dr. Amancio Bouza APIDays Zurich, 2019
  • 2. Author of “API Product Management – Product Strategy and Execution for the Digital Economy” https://leanpub.com/apiproductmanagement Your 1st Follower of Crazy Ideas 2 Dr. Amancio Bouza, Principal Consultant at ipt
  • 3. Once upon a time, when I was in 5th grade… 3
  • 4. 4
  • 6. SWISS RED CROSS PROVIDES 30 SERVICES! 6 Source: https://www.redcross.ch
  • 7. WE FOCUS ON ONE SERVICE: ASSISTED TRANSPORT 7
  • 8. WHAT IS AT STAKE? 8
  • 16. At least, NGO’s don’t #GETUBERFIED 16
  • 17. At least, NGO’s don’t #GETUBERFIED 17
  • 19. IN THE LAST 15 YEARS 52% OF FORTUNE 500 COMPANIES HAVE GONE EXTINCT 19 Source: Innosight
  • 24. 24 Source: Amancio Bouza & Andrea Zulian, APIDays Paris 2018
  • 27. 27 PAIN POINT: RAPPORTS DRIVERS fill out multiple rapport forms for each transport
  • 29. API SOLUTION: RAPPORT API Create Rapports {startTime, distanceKM, duration} 29 RAPPORT APP
  • 30. Rapport API is an API solution that helps to digitalize a business process. Cost savings without potential for novel business models 30 Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
  • 31. HOW TO BUILD THE API, NOT! 31 Inside-out! Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  • 32. API is not about solving a Rubik’s Cube 32
  • 33. HOW TO BUILD THE API, NOT! 33 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  • 34. “Ultimately, the API is the Interface to the Value Proposition, not to the Application” 34 Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
  • 35. 35 The 2nd Breed of API: API Product Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
  • 38. “3.6 million Americans miss their appointments due to a lack of reliable transportation” 38 Uber Health Source: https://www.uberhealth.com/about
  • 39. 0.085 M miss appointment in Switzerland $135/15min cost of missed appointment $11.5 M total loss because of missed appointments Source: https://www.expatistan.com/price/doctor/zurich 39 “3.6 million Americans miss their appointments due to a lack of reliable transportation” USA Population: 327.2 M Source: https://en.wikipedia.org/wiki/United_States SWITZERLAND Population: 8.5 M Source: https://en.wikipedia.org/wiki/Switzerland 3.6 M miss appointment in the USA => Source: https://www.uberhealth.com/about
  • 40. $ 11.5 MARE LOST BECAUSE OF MISSED APPOINTMENTS 40
  • 41. LET’S GIVE THEM $11.5 M AND CHARGE A FRICTION, E.G., $1’000’00041
  • 42. CHF '1.00 CHF 200'001.00 CHF 400'001.00 CHF 600'001.00 CHF 800'001.00 Rapport App (API Solution) Transport Care (API Product) API PRODUCT BEATS API SOLUTION 42 Revenue $1’000’000 Revenue $200’000 5x Source: https://www.digital.redcross.ch/: Assumption: 12 customers, 1000 drivers => $204k
  • 43. HOW TO BUILD API PRODUCT? 43
  • 44. Director Product Management at Amazon in Seattle 44 Source: https://www.linkedin.com/feed/update/urn:li:activity:6392958411058798592 Continuous Innovation Workshop Outlearn Your Competition and Build Products That Matter.
  • 45. 45 Lean Startup Build-Measure-Learn Cycle Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
  • 46. META PROCESS 46 Problem-Solution Fit validate qualitatively Product-Market Fit verify quantitatively Scale Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
  • 47. LEAN API PRODUCT DEVELOPMENT 47 Problem-Solution Fit validate qualitatively Product-Market Fit verify quantitatively Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
  • 49. VALUE PROPOSITION CANVAS 49 Alex Osterwalder: Value Proposition Canvas: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  • 50. VALUE PROPOSITION INTERFACE CANVAS 50 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  • 51. API-as-a-Product UBER for assisted transport TRANSPORT CARE
  • 52. API PRODUCT: TRANSPORT CARE Manage Transports {startTime, distanceKM, duration} 52 ASSISTED TRANSPORT APP
  • 53. API PRODUCT VISION BOARD: TRANSPORT CARE Regional Swiss Red Cross associations (i.e., KVs) Small local NGOs: Spitex & Nachbarschaftshilfe Travel Agencies/Industry? Medical Facilities Business Goals (SRK) Help more people more Standardization of Assisted Transport Volunteer satisfaction and lifetime value API economy for Platform Stay relevant for Next Gen. Reduce effort for rapporting and controlling Help customers to travel from A to B Volunteer appreciation Use the time of doctors most efficient Needs Business Context Adjacent Product: Supports Fahrdienst service Digitalize and scale existing Assisted Transport service Get patients on time, no delay or missed appointments Simple management and coordination of transports Data-driven volunteer appreciation (e.g., stats) Value Proposition Benefits Time saving for rapport controlling and increased quality Simple management of transports, less phone calls Improved volunteer experience Manage and organize transports Get real-time transport info (e.g., transport distance) Volunteer and transport analytics Features Costs Continuous API management lifecycle and Integration Operations and Customer Support Customer
  • 54. Volunteer Appreciation Use volunteer’s stats for personalized appreciation and show volunteer’s impact. Cost Reduction Effortless rapporting and controlling. Less effort for call center because of instant transport request Standardized Transport Service Efficiency and focus on one best transport service. Be where the customer is API Economy and become part of the customer journey. Volunteer Experience Volunteering without administration Fault Prevention Trust volunteers. Uncommon rapports are automatically identified and flagged for manual inspection. BENEFITS The 5 Key Benefits of Transport Care for the Swiss Red Cross PAINRELIEVERSGAINCREATORS
  • 55. KPI OF API PRODUCT SUCCESS: MEASUREMENT OF HOW WELL THE API PRODUCT DELIVERS ON THE VALUE PROPOSITION 55
  • 56. TRANSPORT CARE: TOTAL NUMBER OF MINUTES DELAYED 56 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
  • 57. API PRODUCT: TRANSPORT CARE Manage Transports {startTime, distanceKM, duration} 57 ASSISTED TRANSPORT APP
  • 58. API PRODUCT: TRANSPORT CARE Manage Transports {startTime, distanceKM, duration, expectedDeliveryTime, deliveryTime} 58 ASSISTED TRANSPORT APP Extend API Specification to facilitate analytics
  • 59. GOAL-ORIENTED ROADMAP: TRANSPORT CARE Q2/2019 Q3/2019 tbd tbd V1 (MVP) V1.1 V2 V3 Reduce effort of SRK employee to check rapports Full management of transports Smart Alert for uncommon distance and duration data Enable coordination between SRK, volunteer, and beneficiary ● Retrieve transports assigned to a driver ● Get details about a transport ● Update transport with rapport relevant info (e.g., distance, duration) ● Attach expenses to a transport ● Create new transports ● Assign transport to a volunteer ● Retrieve all transports ● Filter all transports based on status ● Identify uncommon transport rapports ● Notify employee for manual inspection ● Get personal stats of current year ● Get stats of all volunteers assigned to a KV or other customers ● Effort of rapport checks reduced by 50% ● # of not-in-time rapports decreased by 50% ● Transport coordination and disposition reduced by 50% 95% of uncommon rapports identified # of usages in volunteer appreciations # of social media shares
  • 60. RELEASE BACKLOG & IDEAS Goal Why is this release built Features What are the top features of the release Metric How is success of the release measured? Self-Service to save administration effort ● Get details of a volunteer ● Update volunteer info ● 50% of info mutations (e.g., address change) are done by volunteers them self ● 80% of new volunteers use self-service Smart Expenses ● Expense costs are automatically retrieved from expense attachment (OCR, Deep Learning) ● Costs are correctly extracted from 90% of expenses Expense Management ● Upload expense tickets for a specific transport ● Retrieve expense tickets ● Delete expense ticket ● Create expense ticket ● 80% of expenses are submitted via App or API Smart Alert ● Distance estimation of transport ● Duration estimation of transport ● Identification of unexpected and significant difference between estimated and reported values Real-Time Intelligence ● Real-Time Monitoring of transports, distance, and duration
  • 63. 63
  • 64. “Vereinte Kompetenzen: Mit FlixBus und Uber von Tür zu Tür reisen“ 64 Source: https://www.uber.com/de/blog/uber-flixbus-partnerschaft/
  • 66. PYRAMIDE OF DIGITALIZATION 66 3. TRANSPORT CARE 2. RAPPORT API 1. RAPPORT APP
  • 67. API PRODUCT MANAGEMENT 67 Source: http://api-as-a-product.com/
  • 68. TAKE AWAYS 1. API is not about Integration 2. API is the Interface to a Value Proposition 3. Build API Products, not APIs. Ask: Is it the best possible service? 4. Good KPI shows how well an API product delivers on the value proposition 5. Understand the customer journey and build the ecosystem around it. 5th Element: Customer Obsession 68
  • 70. #WHO Amancio Bouza, PhD Intrapreneur, API & AI Enthusiast, Speaker & Author Principal Consultant at ipt Let’s connect: https://ch.linkedin.com/in/amanciobouza Follow me: https://twitter.com/AmancioBouza
  • 72. TRANSPORT CARE APIs Latest Version: https://app.swaggerhub.com/apis-docs/amanciobouza/Transport/1.0.0#/ More at the SRK API Developer Portal: https://developer.redcross.ch/
  • 75. WHAT IS AN API? 75
  • 77. 77
  • 78. 78
  • 79. “Our success at Amazon is a function of how many experiments we run every year, month, week, and days.” – Jeff Bezos, CEO of Amazon 79
  • 80. NUMBER OF EXPERIEMENTS PER YEAR 80 0 20000 40000 60000 80000 100000 120000 Netflix Intuit Amazon P&G Google Facebook Experiments 100k+
  • 81. 81
  • 82. 82