Building Products At Amazon with Customer Obsession
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1. Amazon Music's approach to building products focuses on simplifying the user experience by reducing friction, inventing products that map to existing human behaviors, and working backwards from the customer perspective. 2. Some examples of how Amazon Music reduced friction included auto-downloading recommended music for offline listening and providing an "offline" home screen experience on mobile. 3. When inventing new products, Amazon looked for ways to map features to common requests like playing music, adding items to shopping lists, or setting timers directly through natural language requests to Alexa. 4. The working backwards approach involves starting with the customer viewpoint and intent, writing narratives from their perspective, and considering all stakeholders throughout the product lifecycle.
Building Products At Amazon with Customer Obsession
- 1. 1 Lean Product Meetup @Kintan Brahmbhatt Head of Product & Program Mgmt Amazon Music
- 2. 2
- 3. “A product manager’s job is to talk, but she gets paid to listen.” 3
- 4. 4 Agenda: Amazon Music’s approach to building products 1. Simplify: Seek out and reduce friction 2. Invent : Map your product to existing human behavior 3. Working Backwards: Amazon’s approach to building products
- 5. 5 20 years of Amazon Music 2014 2013 2011 2007 1998 2016
- 6. 6 Store ? Streaming Buy Stream
- 7. 7 simplify seek out and remove friction
- 8. 8 Friction is anything that comes in the middle of a user’s ability to complete a task.
- 9. 9 Prime Music “Offline” done right: Auto download a few hours of recommended music
- 10. 10 iPhone app “Offline” Home Screen Offline Recommendations
- 11. 11 How can I apply this to my product?
- 12. 1. Do we know what the customer’s real intent is? 2. How can you reduce the number of steps needed to fulfill a customer’s intent? 12 Thinking points:
- 13. 13 invent map your product to existing human behavior
- 14. 14 Introducing
- 15. 15 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
- 16. 16 What’s on my calendar? Read my book Order me an Uber Play Song of the Day What’s the latest album by Taylor Swift? Wake me up to Jazz Music Play what’s trending in Paris Set a timer for 15 minutes Add milk to my shopping list Play something I haven’t heard in a while Play Bruno Mars
- 17. 17 Music is a top request
- 18. 18 I know exactly what I want to play, but I cannot describe it by name.
- 19. 19 “Alexa, play the latest single by Imagine Dragons” “I don’t know why, by Imagine Dragons” “Alexa, add this to my playlist”
- 20. 20 “Alexa, play that playlist I was listening to last night” “Here’s a playlist from last night..”
- 21. 21 “Alexa, play the song that goes One Two Three Drink” “Chandelier by Sia”
- 22. 22
- 23. 23
- 24. 24
- 25. 25 I do not know what I want to play, but I can give you guidance.
- 26. 26 “Alexa, play some something I haven’t heard in a while” “Playing music you haven’t heard in a while.”
- 27. 27 “Alexa, play what’s trending in Barcelona” “Sure, here’s what’s trending in Barcelona”
- 28. 28 “Alexa, play some baby-making jazz music” “Here’s a playlist for baby-making music..”
- 29. 29 How can I apply this to my product?
- 30. 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? 30 Thinking points:
- 31. 31 working backwards start with the customers and work backwards
- 32. “Good intentions do not work, good mechanisms do.” -Jeff Bezos
- 33. Working Backwards: a mechanism
- 34. 34 | Buy a CD/Vinyl, get a MP3 song
- 35. Write a customer-facing narrative Include a customer quote (mock) press release
- 37. press release
- 39. Consider all stakeholders – customers, partners, internal teams Add more FAQs throughout the product lifecycle Who, what, why, why now, how, when… Frequently Asked Questions:
- 40. press release
- 41. Use low-fidelity mock ups and data flow diagrams Use tools such as Invision, Pixate and more for prototyping and sharing Visual mocks
- 42. why write a narrative? Writing enforces clarity of thought
- 43. 43 How can I apply this to my product?
- 44. 1. What high bar customer promise are you making? 2. Do you know your customer’s real intent? 3. Write down your ideas in a customer-centric tone 44 Thinking points:
- 45. 45 “When you reduce friction, make something simpler, people do more of it.”