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Receipt design for Product Management

hi everyone uh today we're gonna talk about design thinking in product development i am rahul i'm a senior product manager working for amazon before we get started i just want to give a quick disclaimer information shared in this session are my personal opinions my current of past employers are not responsible for any content or opinions expressed any tools or softwares which i mentioned during the session are for illustration purpose only and i do not intend to promote any particular software with that let's get started now before we go further let me share a little bit about myself and why you should be here to listen i to me years of experience working in technology and product management started my journey as a software engineer and then transitioned into a product manager role like most of most of you guys and which is kind of a common trend for people coming into product management i've been doing product management for close to six years now and have worked in four different companies uh for my career started my journey at hcl technologies which is the india based consultancy company moved from there to deutsche bank and then to paypal and now currently working with amazon i'm curious about digital payments throughout my career i have worked in digital payment space so which gives me like kind of a a know-how of what's happening in the digital payment space and i'm super interested to be part of this industry technology currently pursuing machine learning and ai in finance and trying to upgrade myself in what is happening new in different technological space i'm obsessed with books so if you're interested i can share my goodreads link and you can follow me there on what i'm currently reading and i keep writing like small reviews for the books as well and finally i just like to tinker with apps and gadgets because that helps to keep your product management muscles strong as you think about it and you feel that what additional thing a product manager for this company or for this gadget might have thought about last but not the least if you want to reach out to me for any questions after the session please feel free to drop me a note on linkedin and here's the linkedin url for your reference now what shall you expect out of this session considering you're planning to spend some time with me here i thought it'd be a good idea to share or set the expectations as we continue through the session the first topic is design thinking i'll give you a little bit of framework around design thinking on what why and how we should use design thinking in product development and management we'll do a short case study uh for design thinking in action and we'll go through some of the guiding principles which you should be aware of when you work or include or bring in design thinking in your day-to-day experience and then i'll finish it off with what can you do next and what mindset you need to have to continue working or using design thinking in your day-to-day work now the diagram here on the right tells you a common cycle for for a product manager product management is all about finding the balance between what is desirable by humans and it is viable for the business and eventually feasible to build using available technologies and the design thinking framework covers an overall flow to understand explore and materialize these three aspects of product management now here on the screen you see two diagrams first one is from interaction design foundation which which you see on the left and the diagram on the right is from nils and normal group now if you notice there is a slight difference between these two diagrams but let's start with the one on the left first now as the as the diagram illustrates it's a five step process starting with empathize with the user define the problem ideate on the possible solutions prototype selected solutions and test the prototype with user so if you see and and as you see these steps are going back and forth so it's not like a waterfall model where you can forget about the previous step once you're on the next step it's more like a gyration nature where you can keep jumping between different phases to come up with the best possible solution for the for the particular problem the design thinking ideology asserts that a hands-on user-centric approach to problem solving can lead to innovation and innovation can lead to differentiation and a competitive advantage this hands-on user-centric approach is defined by the design thinking process and now comprises of six different phases as defined and illustrated in the diagram on the right so the diagram on the right follows that five steps which we discussed in the diagram on the left but it has an additional step called as implement which in my opinion is super important as well because design thinking is not just about coming up with innovative ideas and prototype and test it it has to end with a possible solution for the customer and it should eventually impact the lives of the customer for whom you're trying to solve that particular problem so please bear in mind that implement is equally important as the five other phases which we discuss in design thinking mythology moving on why shall i learn about design thinking if i'm in product development or product management to start with let's look at this quote from jeff b good inventors and designers deeply understand their customer they spend tremendous energy developing that intuition a remarkable customer experience starts with heart intuition curiosity play guts and taste 16. now design thinking is very closely embedded in our day-to-day life as a product manager it is a human-centered process that starts with data creates design artifacts that addresses real and not imaginary user needs and then test those artifacts with real users so it's all in all closely connected with human need it leverages collective expertise and establishes a shared language and bind amongst your team and facilitates continuous product discovery which is a very important step for in in the journey of a product manager further to that it encourages innovation by exploring multiple avenues for the same problem as you collaborate with within the team and outside the team it gives you an optimistic approach towards problem solving while bringing in an experimental mindset where you test and learn by different solutions now let's let's see what we can do in this short time of by doing a case study and experience design thinking in action now to imagine there is a particular problem your goal is to improve the online payment experience of your customers to start with let me give you some context the trust security and customer experience are three drop drivers for someone to to pay online or to perform an online transaction and to start with as we saw in the previous slides empathizing with the user is the first step which you should take so to give some more context imagine your goal is to improve the online payment experience in this phase you talk to a range of actual users directly observe them what they do how they think and what they want and while you're doing that give yourself 30 seconds to one minute here itself and think of some of the questions which you can ask the user so i'll take a pause for 30 seconds and wait for your responses in the chat and then i can continue with some guiding principles all right let's move on and see what are some of the potential questions you can ask and some of the pitfalls to the questions we should be mindful about now you see set of questions on the left which are very specific the last time you shopped online did you pay you can add your anecdote there or your idea there i assumed you did that because is that correct you're trying to confirm something with the user is paying online difficult for you now this is a yes or no answer where you won't get much information out would here you can insert your brilliant idea like paying using cryptocurrencies paying using credit card make paying online less painful again a yes or no answer and then finally did you try your alternative thought and again you are trying to get user to not share his journey but confirm on your hypothesis now while while if you look at the questions on the right they are very much focused upon understanding the customer journey and that's all the empathize phase is all about like walk me through a typical online shopping and payment experience now if you see here you are adding an element of shopping so it's not just about focusing yourself to learn about the payment experience you can actually go beyond to understand is there something missing in the overall shopping experience that's really interesting can you tell me more about the experience again probably probing the user to talk more about the experience and share more about how he is feeling would he change anything about that experience can you go back on what you said about let's say credit card or bitcoin payment sounded like something happened there what part of the payment journey makes you feel wonder why you are doing that step now if you look at the questions on the right they are very much open-ended and probe users to share more about their shopping experience and the reason why you should focus on open-ended question is because that will give you insights which you and your team team hasn't thought about that this is something which user might be thinking when he's doing an online payment so always try to focus on open-ended questions and try to minimize or completely reduce any kind of a close-ended question which comes up with a binary response of a yes or no what's next after we are done if this is empathized with the user what's next you should do the next step in the journey is define now how do you organize what we have learned from customers there are multiple ways of doing it and i do few of them in my day-to-day experience which i have captured here the first one and the most common one used across the industry is customer journey maps customer journey maps are simple 2x2 metrics or or a bigger diagram where you try to just narrate or even capture in diagrams on how the overall experience of the customer looked like heat maps with post-its this is another exercise which i came across while i was learning a little bit about design thinking now here what happens is like you're talking to multiple users and trying to get a common theme out of it and you tag post-it notes for the common themes derived from the discussion process flow diagrams this is important if you are having a technical conversation and if you want to present that framework or user anecdotes or custom anecdotes with a technical team because then it makes a lot of sense on you to bring in the bring in the dots on what platforms and how the platform will look like customer insight statements and not north star statements are again couple of things which you should keep in mind while you're presenting online now these statements need to be very broad you shouldn't try to focus and getting the exact statement right but it should it should narrate the common theme which you think is important uh from a customer standpoint after define we move on to the next step which is id8 now id8 is about brainstorming a range of crazy creative ideas that address the unmet user needs identified in the defined phase give yourself and your team total freedom no idea is too far-fetched and quantity supersedes quality i repeat quantity supersedes quality in this phase at this phase bring your team members together and sketch out many different ideas then have them share ideas with one another mixing and remixing building on others ideas how might we questions this is about trying to understand how you as a user would do something or how you as a as a solution provider can provide a particular solution to a customer problem you have to use broad thinking which can be uh adopted by divergent thinking where you try to think of solutions which are much more broader in nature and you're not trying to solve a particular user problem and you can go as wild as possible and then try to bring in the convergent thinking on top of it where now out of the different divergent ideas which you and your team have come across you are trying to narrow it down to see what best meets the current customer challenge make sure that you are diversifying the the group in which you are radiating it need not to be very business focused teams like the group in which you are rating should include people from technology like engineers in the team should include people from design should include people from marketing and and the broader and the more wider the ideation group is the better the chances are that you'll come up with a brilliant idea which can be effectively prototyped and tested for the customer an important point to note here don't fall in love with one idea or solution now in the final stage final stages what we want to do here is prototype and test how shall we validate our ideas here we want to build real tactical representations for a subset of your ideas the goal of this phase is to understand what components of your ideas work and which do not in this phase you pay the impact versus feasibility of your idea through feedback on your prototypes make your ideas tactical if it is a new landing page draw out a wireframe and get feedback internally change it based on feedback then prototype it again make it quick and dirty then share with another group of people finally we want to test it so you return to your user for feedback ask yourself does the solution meets user needs and has it improved how they feel think or do their tasks now some of the ways how you should do validation and prototyping or validate your prototypes you start with the hypothesis you can use a sketch or a mock-up you can use storyboards or wireframes i use wireframes all the time and even the low fidelity prototypes now low fidelity prototypes are a simple prototypes which you can do using pen and paper you need not to use any complex software while they have become very simple now but you can always use pen and paper to come up with a low fidelity prototype and do rapid prototyping rapid prototyping is all about coming up with different solutions and validating them and seeing which one meets the customer expectation now if you want to use certain tools feel free to use a lot of like feel free to use the common tools which are available in the market be it balsamic or figma or envision or sketch but please note tool is not an important thing here it's more about the idea and the solution which you can think of for the customer an important point to note on this phase is prototype early and often and keep it iterative now the last bit about the design thinking phase is implementation in implementation you want to make sure that you have put the vision into effect ensure that the solution is materialized and touches the lives of your end user and while the whole process is iterative in itself implementation allows you to retrospect on how you did the whole process of design thinking whether it actually helped customer in their journeys and if and if it did what are the learnings which you can take and if it didn't what are the learnings which you can take for the next idea let's look at some of the design thinking examples where it has changed the phase of the company completely the example on the left is airbnb it is hard to believe that the ever successful startup was once making less than dollar 200 per week what grew their revenues and transformed airbnb into million dollar or a billion dollar business now lots of experimentation risk and thinking outside of the norm they performed design thinking in each and every stage to an extent that the founders stepped out of their rooms took cameras and traveled to new york and spent some time with their customers to replace their mature photos with more professional looking ones what it to what it helped them to do is to get a real sense of what the customers want from from an airbnb experience while they are trying to book their their hotel rooms or their dorm rooms or any kind of room which which hosts on their airbnb platform are providing another good example is clean team now for the millions of ghanaians without in-home toilets there are few good options when it comes to our body's most basic functions working with unilever and water and sanitation for the urban poor and ido.org developed clean team a comprehensive sanitization system that delivers and maintain maintains toilets in the homes of subscribers now clean team again followed a rapid prototyping approach they tried different uh toilet models and tested it out in and out of the houses to see what exactly meets the user expectation and with that they came to understand that what is the best prototype which they can use with the ghanaian population and then they managed to them in their homes and they turned to examples which you can find online all i want to iterate here is design thinking is not something which is just in the books and which is very theoretical there are tons of practical experiences and practical examples available of design thinking working in product development and product management now coming to the conclusion is it the end or the beginning if i can remember only three things what would that be to start with embrace your beginner's mind it is very important that you approach a design thinking problem or a customer problem with a beginner's mind do not enter the room with the customer with the preconceived notion that okay customers having this problem and i'm trying to give this solution to customer just be open to learn more about the customer and the journey which they have with the product do not get caught up on tools trust the process more often it happens that when we are trying to do design thinking we just try to capture or use the best framework available or the best tools available so that we can capture or create beautiful prototypes yes you can do that if you can do that it's it's great but do not just get caught up with that you can always use pen and paper while make well noting custom anecdotes and creating low fidelity prototypes and trust the process that if you follow the steps mentioned in the design thinking process you will reach at a stage where you will come up with solutions which will help customer problem and finally problems are just opportunities for design thinking don't look at problems as a standalone thing which has been given to you and you don't know how to approach it just break them down into five or six phases of design thinking and see where you end up and more often than not trust the process while you end and you will end up getting a solution which is beneficial for the customer keep exploring thank you and take care you