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Session by Mr Abhishek Logani, Associate Director. MakeMyTrip.com during a product management workshop at New Delhi on 23rd May 2014 by NASSCOM and IPMA under its Product Management Express. It is about: -‐ Idea to launch process -‐ Discovering needs -‐ Translating need into a product
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Speaker Abhishek Logani
What Technology innovation translates 100 million words everyday – YOU are also a part of it?
What helped save 15% costs for UPS – just through fuel costs?
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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
http://www.linkedin.com/in/abhisheklogani
