industry summit 2017 : invent and simplify
TRANSCRIPT
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@Kintan Brahmbhatt
Head of Product & PMO,Amazon Music
invent and simplify
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“A product manager’s job is to talk, but she
gets paid to listen.”
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Agenda
1. Invent: Map your product to existing human behavior
2. Simplify: Seek out and reduce friction
3. Working Backwards: Amazon’s approach to building products
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19 years of Amazon Music
2014
2013
2011
2007
1998
2016
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In love with Alexa
By Joann on October 16, 2016
But now Alexa is my best friend.
By John on October 15, 2016
Alexa is newest family member!
By Larry Attwell on October 13, 2016
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What’s on my calendar?
Read my book
Order me an Uber
Set an alarm for 8 AM
What’s the latest album by Taylor Swift?
What’s the weather in Chicago?
Turn on the lights
Set a timer for 15 minutes
Add milk to my shopping list
How far is it to Cleveland?
Play Bruno Mars
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inventmap your product to existing human behavior
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I know exactly what I want to play,
but I cannot describe it by name.
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“Alexa, play the latest single by Imagine Dragons”
“I don’t know why, by Imagine Dragons”
“Alexa, add this song to My Music”
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“Alexa, play the song that goes
One Two Three Drink”
“Chandelier by Sia”
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I do not know what I want to play,
but I can give you guidance.
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“Alexa, play some baby-making jazz music”
“Here’s a playlist for baby-making music..”
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How can
I apply this to
my product?
1. How does your product map to existing human
behavior?
2. What counter intuitive patterns have you observed
in your usage metrics?
3. Where are users currently failing?
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Thinking points:
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simplifyseek out and remove friction
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Friction is anything that comes in the
middle of a user’s ability to complete a task.
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Buy a CD/Vinyl, get a MP3 song
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Prime Music
“Offline” done right:
Auto download a few hours
of recommended music
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iPhone app
“Offline” Home Screen
Offline Recommendations
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How can
I apply this to
my product?
1. What high bar customer promise are you making?
2. Do you know your customer’s real intent?
3. How can you reduce the number of steps needed to
fulfill a customer’s intent?
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Thinking points:
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working backwardsstart with the customers and work backwards
good intentions
vs
vs
“Good intentions do not work,
good mechanisms do.”
-Jeff Bezos
Working Backwards: a mechanism
Write a customer-facing narrative
Include a customer quote
(mock) press release
press release
Consider all stakeholders – customers, partners, internal teams
Add more FAQs throughout the product lifecycle
Who, what, why, why now, how, when…
Frequently Asked Questions:
press release
Use low-fidelity mock ups and data flow diagrams
Use tools such as Invision, Pixate and more for prototyping and sharing
Visual mocks
why write a narrative?
writing enforces
clarity of
thought
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“When you reduce friction, make something simpler,
people do more of it.”
Jeff