Intended for Knowledge Sharing only Optimizing Product Decisions with Insights THE PRODUCT MANAGEMENT & INNOVATION EVENT 2016 Jan 2016

Intended for Knowledge Sharing only Disclaimer: Participation is purely on a personal basis and does not represent VISA,Inc. in any form or matter. The talk is based on learning from work across industries and firms. Care has been taken to ensure no proprietary or work related info of any firm is used in any material. Director, Insights at Visa, Inc. Enable Decision Making at the Executives/ Product/Marketing level via actionable insights derived from Data. RAMKUMAR RAVICHANDRAN Product Manager, Digital Solutions Enable Product Managers prioritize Feature Development based on Data via AB testing & Analytics ROSHINI VARMA

Intended for Knowledge Sharing only Quick recap of what it is Intended for Knowledge Sharing only What makes a Company Iconic?

WHAT MAKES A COMPANY ICONIC Intended for Knowledge Sharing only 5% Brand 50% What they want before they know it 15% What they need 5% Sales & Service 20% What they want 5% Product Good Great ICONIC

IN HIS OWN WORDS… Intended for Knowledge Sharing only

Intended for Knowledge Sharing only Quick recap of what it is Intended for Knowledge Sharing only Life of a Product Manager

IN OTHER WORDS… Intended for Knowledge Sharing only Is what the user needs- whenever, wherever and however they need it Easy & fun to use Is gettable Users love and recommend to each other Delivers on the vision & strategy of the firm Deliver a product that,

IT’S SIMPLE… Intended for Knowledge Sharing only

OH MY SIMPLE LIFE… Intended for Knowledge Sharing only Dynamic world today – ever changing needs, tech, strategies, market Systemic impact – lots to consider, lots & lots of stakeholders Development management is agile, not development itself Short vs. long – firedrills vs. long term strategic initiatives And all this in the time & cost initially estimated

Intended for Knowledge Sharing only Quick recap of what it is Intended for Knowledge Sharing only How can Insights help?

LETS BRING TOGETHER THE PRODUCT LIFE CYCLE &… Intended for Knowledge Sharing only ConceptDesign Prototype BuildRunRetire Business Case What happens here? The Flow Testing the waters Development Launch & Sustain Migration from the current product to newer one.

…THE ANALYTICS MATURITY CYCLE Intended for Knowledge Sharing only Inform Act Listen Predict Optimize Maturity phases of Analytics Practice Value Addition Envision Mine

BRINGS US HERE: AT THE CONCEPT STAGE… Intended for Knowledge Sharing only ConceptDesign Prototype BuildRunRetire Alignment: Strategic Goals & Vision Opportunity Sizing: Expected Impact on KPIs; Target Segment and RoI Business Case Envision Needs: Market Research Opportunity Sizing: Consumer Feedback via Surveys, Focus Groups, etc. Adds to the Business Case Listen Opportunity Sizing: Proxies from historical data, competitors, precedents Adds to the Business Case Analyze the Consumer Feedback: To find patterns, alternatives, scope of improvement to existing itself (MVP) Act

DESIGN & PROTOTYPE Intended for Knowledge Sharing only Concept Design & PrototypeBuildRunRetire Prototype: Rapid iterative testing Success metrics: Consistency & Strength of feedback Optimize User Feedback: Love/hate/indifferent Interviews: What drives feedback? Listen Analyze the Consumer Feedback: To find patterns, alternatives, scope of improvement to existing itself (MVP) Act Alignment: Does the outcome fit with Goals Opportunity Sizing: Do the numbers still make sense? Envision

BUILD Intended for Knowledge Sharing only Launch Test: Test the top 3 winners Success metrics: Statistically significant delta good enough to ramp Decide on What to finally launch Optimize User Feedback: Love/hate/indifferent Interviews: Areas of improvement, strengths & plan/material for sales Listen Analyze the Test & Feedback: To find patterns, alternatives, learnings Act Alignment: Does the outcome fit with Goals Opportunity Sizing: Do the numbers still make sense? Milestones/Launch strategy Envision ConceptDesign Prototype BuildRunRetire

RUN Intended for Knowledge Sharing only Tweak tests & improvements Continuous iteration and development of product Optimize Voice of Customer (NPS) Brand Awareness, Share of Voice, Trending topics Listen Analyses of KPI movements, drivers, areas of weakness/strengths Act Performance: Performing per expectations? Any changes necessary? Delivering value or should it be retired? Envision ConceptDesign PrototypeBuild Run & Retire Performance Monitoring via standard reports – high level overview Inform Understand Causal drivers & Complex relationships between multiple dimensions and KPIs. Predict & Mine

Intended for Knowledge Sharing only Quick recap of what it is Intended for Knowledge Sharing only Putting it all together

NEEDS FOR IT TO BE SUCCESSFUL… Intended for Knowledge Sharing only 1 1 Cross function alignment of Strategic Goals and Outcome Focused approach 2 2 Roadmap document: Show needs, roles & responsibilities, impact from non- Product teams into the Roadmap & Review documents and sessions. 3 3 Lean Analytics Framework: KPIs and drivers to help in above. 4 4 “Squad” organization: Cross functional members in the same team working on one product but learning socialized. 5 5 Knowledge Management: Wealth of insights is gold only if it shines …Executive Support & sponsorship is assumed as a default necessity

SUMMARY 19 “Know” Analytics & insights add value throughout the process and can bridge builders “Must have” Common goals, success criteria & tie up with Corporate KPIs “Ensure” Cross functional alignment via insights “Develop” ‘ learn-listen-test-learn’ framework “Prepare” for ever increasing complexities of needs but at the same time insights getting more “actionable” Intended for Knowledge Sharing only

Quick recap of what it is Intended for Knowledge Sharing only Appendix

THANK YOU! Intended for Knowledge Sharing only Would love to hear from you on any of the following forums… RAMKUMAR RAVICHANDRAN 21 ROSHINI VARMA