Product Development Life cycle

Speaker Abhishek Logani

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Right Innovation – “No left Turns”

Idea to Launch Process

Discovering Needs

Translating need into Product

Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)

Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)

ROI (Return on Investment)

Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)

ROI (Return on Investment)

IKE Syndrome

Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)

ROI (Return on Investment)

IKE Syndrome

Beyond the “Front End” Product (Getting Operational Excellence, SEO Pages and Acquisition)

Product Life Stage & your Priorities (E.g. BMS, Amazon - then vs. now)

ROI (Return on Investment)

IKE Syndrome

Beyond the “Front End” Product (Getting Operational Excellence, SEO Pages and Acquisition)

Product Idea vs. Revamp vs. Feature Launch

Discover Prioritize Action Test

Enter Here

No Exit

The customer is “out” there

The customer is “out” there

Following the 80/20 Principle

The customer is “out” there

Following the 80/20 Principle

Need vs. Want

vs.

WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday

Package

WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday

Package

WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search

WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday

Package

WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search

WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both

WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday

Package

WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search

WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both

HOW and for how long does he engage with my product

WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday

Package

WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search

WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both

HOW and for how long does he engage with my product

Offline to Online transition

WHO is my customer ◦ Phone Gamer vs. Person who purchases ACs online vs. Buyer for a 3L+ Holiday

Package

WHEN does the need arise for my product ◦ Last Minute Meru booking, Highly engaging Appt. search

WHAT device(s) does my customer use ◦ Are most interactions on Phone or the Web or Both

HOW and for how long does he engage with my product

Offline to Online transition

How does he start his interaction with my product

Largely offline process requiring ◦ Reaching out to the Cab company – mostly last minute

◦ Enquiring on availability

◦ Price Negotiations

◦ Confirmation

◦ Anxious wait for the driver

Customer can be anyone who needs a cab and has a SmartPhone

Need can arise anytime (24X7) and very Last Minute (at times)

Perfect for a Mobile Use case

Product Engagement while searching, booking, confirmation, driver location

Can start on Google, App, directly

Self / Primary Research ◦ Product Ideation – Is there true need? Sample set is important here

◦ Talk to Customers – Is a Must

◦ Meet Customers and Observe

◦ What they do vs. what they say

◦ Look for insights, problems to be solved

◦ Opportunities to disrupt the current

◦ Open Ended Questions and “Tell me more”

◦ Opinions, Emotions and Actions

◦ Fulfill the need through your product

Surveys and Other Secondary Research ◦ On the Site

◦ Post the transaction or completion

After the Trip, on the Confirmation Page

◦ Commissioned Secondary Research

Analytics ◦ Fallouts and other customer insights

Customers who did this converted twice better, Movie Trailers improve Fallout

◦ Heat Maps / Scroll Lengths / Fallouts / Time Spent

Analytics ◦ Fallouts and other customer insights

Customers who did this converted twice better, Movie Trailers improve Fallout

◦ Heat Maps / Scroll Lengths / Fallouts / Time Spent

Videos & User Recordings

Analytics ◦ Fallouts and other customer insights

Customers who did this converted twice better, Movie Trailers improve Fallout

◦ Heat Maps / Scroll Lengths / Fallouts / Time Spent

Videos & User Recordings

Logs

Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early

stage product

Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early

stage product

Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal

Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early

stage product

Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal

Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout

Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early

stage product

Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal

Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout

Time to Market X Effort Involved

Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early

stage product

Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal

Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout

Time to Market X Effort Involved

Taking some tough decisions with a leap of faith

Keeping the Product Life Stage in Mind ◦ E.g. Making the backend Integrations vs. Optimization of fallout for an early

stage product

Separating the Boulders from the Rocks ◦ Picking one or few high impact items – disrupt the normal

Urgent vs. Important ◦ Building a Mobile App vs. improvising on the fallout

Time to Market X Effort Involved

Taking some tough decisions with a leap of faith

How to measure

MakeMyTrip in the Early Days

MakeMyTrip in the Early Days

Amazon Prime

MakeMyTrip in the Early Days

Amazon Prime

Zomato Mobile App

MakeMyTrip in the Early Days

Amazon Prime

Zomato Mobile App

Swarm (by Four Square)

Agile vs. Traditional Waterfall

Agile vs. Traditional Waterfall

Figuring out “Your” right methodology

Agile vs. Traditional Waterfall

Figuring out “Your” right methodology

Few questions which can help answer this ◦ Can you make a Product Roadmap for a long period

◦ Are all stakeholders aligned

◦ Life Stage of your product

◦ Are you working on features vs. developing a new product

◦ Is it possible to have testable releases

◦ Are you ready for the overheads

Roadmap

Design + Definition

Prototypes

PRDs

Develop

Code and Test

Launch

Maintain a healthy list in the Roadmap – never loose the thoughts. But be very open to change it … very dynamically.

More iterations at Step 2 will help in reducing the time to market

Involve real customers at the Prototype Stage

Run Multiple Prototype tests

Take inputs from Non Product folks at the early stages

Test on multiple devices, formats etc.

Roadmap

Design + Definition

Prototypes

PRDs

Develop

Code and Test

Launch

Action Test

Action Test

Figuring out the Test Sample

Setting Up Test Success Criteria

Beta Sites and CUG Launches

A/B Tests

Watch out for the Red Herrings

Fail Fast

Crowd Sourcing

Discover Prioritize Action Test

Enter Here

No Exit

Customize the process and practices as per your needs, innovate , improvise and fail fast.

Thank You

Abhishek Logani

Associate Director, Online Products

MakeMyTrip.com

abhishek.logani@makemytrip.com

http://www.linkedin.com/in/abhisheklogani