Relationship Counselling: From Disjointed Features to Product-First Thinking by VP of Product, Adyen

1. Relationship Counselling: From
Disjointed Features to Product-First
Thinking
by VP of Product, Adyen
productschool.com

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Act Like an
Owner,
Challenge
Like a VC
by former
CPO,
Tripadvisor

5. [Tech] Relationship Counselling:
From disjointed features to
product-first thinking
ProductCon London 2024 - February 20
Carlo Bruno

7. Hannah:
Principal
Strategist
Red Bull
Racing

8. [Tech] Relationship Counselling:

9. The complexity of payments
and the promise of ML.
[Tech] Relationship Counselling:

10. Adyen
Financial technology platform:
end-to-end payments, banking
services & data

12. Checkout Risk Authentication First attempt Second attempt Settlement
Cardholder
bank

13. Checkout Risk Authentication First attempt Second attempt Settlement
Cardholder
bank
⚡

14. Checkout Risk Authentication First attempt Second attempt Settlement
Cardholder
bank
⚡
Block/fraud
rate
Conversion
rate
Authorization
rate
Authorization
rate
Payments
Cost
Conversion
rate

15. Checkout Risk Authentication First attempt Second attempt Settlement
Cardholder
bank
⚡
Conversion
rate
Block/fraud
rate
Conversion
rate
Authorization
rate
Authorization
rate
Payments
Cost
RiskML
Authentication
Engine
Pathfinder RetryModel
Checkout ML
ML-based Optimisation

16. > 1000 requests/second
< 100ms response time
> 300 billion requests per year

17. > 1000 requests/second
< 100ms response time
> 300 billion requests per year
~1-8% conversion uplift =
billions in additional revenue for merchants

18. Manifestations of getting the dynamic
wrong and what fixes we applied to now
benefit from a better relationship.
[Tech] Relationship Counselling:

19. Goals & Prioritisation
[Tech] Relationship Counselling:

20. Disjointed
features
Before:
● 21 OKRs for everything
● Complex North Star metric
● ‘Local’ success metrics

21. Disjointed
features
Before:
● 21 OKRs for everything
● Complex North Star metric
● ‘Local’ success metrics
Now:
● 3 OKRs
● Prioritisation must ‘hurt’
● ‘Global’ success metrics
Product-first
thinking

22. Ways of working
[Tech] Relationship Counselling:

23. Disjointed
features
Before:
● 1:6 PM to Engineers ratio
● Too many meetings
● ‘Launching’ products

24. Disjointed
features
Before:
● 1:6 PM to Engineers ratio
● Too many meetings
● ‘Launching’ products
Now:
● 1:8 PM to Engineers ratio
● End-to-end Product Management
● ‘Landing’ products
Product-first
thinking

25. Impact
[Tech] Relationship Counselling:

26. 1 + 1 = 3 when ML products (and teams)
start working holistically as one

27. Risk Authentication First attempt
Block/fraud
rate
Conversion
rate
Authorization
rate
RiskML
Authentication
Engine
Pathfinder
ML-based Optimisation

28. Risk Authentication First attempt
Block/fraud
rate
Conversion
rate
Authorization
rate
RiskML
Authentication
Engine
Pathfinder
ML-based Optimisation
Full funnel conversion rate (FFCR)

29. Risk Authentication First attempt
RiskML
Authentication
Engine
Pathfinder
ML-based Optimisation
~200 - 300bps
increase in
FFCR

30. Risk Authentication First attempt
RiskML
Authentication
Engine
Pathfinder
ML-based Optimisation
~100bps
increase in
FFCR

31. Risk Authentication First attempt
RiskML
Authentication
Engine
Pathfinder
ML-based Optimisation
~70bps
increase in
FFCR

32. Disjointed
features
Before:
● Isolated components and
‘greedy’ behavior
● Local success metrics
● Fragmented experience

33. Disjointed
features
Before:
● Isolated components and
‘greedy’ behavior
● Local success metrics
● Fragmented experience
Now:
● Unified offering
● Customer-centric
● End-to-end Product Management
Product-first
thinking

35. Revenue & Risk Optimization

36. Dare to reduce complexity
[Tech] Relationship Counselling:

37. [Tech] Relationship Counselling:
From disjointed features to
product-first thinking
ProductCon London 2024 - February 20
Carlo Bruno

38. Relationship Counselling: From
Disjointed Features to Product-First
Thinking
by VP of Product, Adyen
productschool.com