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Working Backwards from the Customer

Innovation starts with the working backwards from the customer. In this session, we will share how this approach plus culture and other mechanisms can enable everyone to be an innovator. Hear about how your company can build an effective system and an environment that will foster and support human creativity and drive technological progress.

Speaker: Dipen Mehta, Head of Digital Innovation, APAC, AWS

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Working Backwards from the Customer

  1. 1. Working Backwards from the Customer Dipen Mehta Head, Digital Innovation APAC dipenm@amazon.com
  2. 2. Starting with the customer and working backwards
  3. 3. It’s our thing
  4. 4. Moments
  5. 5. Moments
  6. 6. Great products and services come from deeply understanding the customer.
  7. 7. Working backwards process • Step 1: Start with the customer • Step 2: Craft the Working Backwards documents • Step 3: Refine the documents
  8. 8. Working backwards documents Press Release FAQ Visuals
  9. 9. 1. Who is your customer? 2. What is the customer problem or opportunity? 3. What is the most important customer benefit? 4. How do you know what your customer needs or wants? 5. What does the experience look like? 5 Questions
  10. 10. 1. Who is your customer? 2. What is the customer problem or opportunity? 3. What is the most important customer benefit? 4. How do you know what your customer needs or wants? 5. What does the experience look like? 5 Questions
  11. 11. A M A Z O N C O N F I D E N T I A L
  12. 12. Meet Tatiana McLeod “Travel is important to me. I keep a list of places I want to visit, and I use various sites for inspiration and last minute deals. I want memorable experiences in my life and I want it on my terms. ” C O N T E X T 66% of millennials consider travel an important part of their life Young travelers projected to take 320 million international trips annually by 2020 H E R N E E D S Personalization - seeks unique experiences for her holidays. Convenience – be inspired, informed, and plan trips all from her mobile device. *source: virtuoso.com
  13. 13. 5 Questions 1. Who is your customer? 2. What is the customer problem or opportunity? 3. What is the most important customer benefit? 4. How do you know what your customer needs or wants? 5. What does the experience look like?
  14. 14. Measure, Improve, and Iterate “Our theories determine what we measure.” – Albert Einstein • Identify your assumptions • Look beyond your frame of references • Data Driven • Improve and iterate quickly
  15. 15. GET TO KNOW YOUR CUSTOMERS
  16. 16. SIMULATE THE EXPERIENCE
  17. 17. https://www.flickr.com/photos/havoc315/ SIMULATE THE EXPERIENCE
  18. 18. Press Release • Focus on the customer need • The customer quote is key • Leap into the future: Think BIG • Avoid jargon • Say it simply and clearly
  19. 19. The FAQ • Include both customer FAQs and stakeholder FAQs • Include the hard questions • Share your Press Release early to gather questions
  20. 20. The Visuals • Rough idea – rough drawing • Match fidelity to maturity of your idea • Don’t be afraid to be provocative • Create discussion
  21. 21. AMAZON CONFIDENTIAL
  22. 22. AMAZON CONFIDENTIAL
  23. 23. It’s a conversation starter to achieve clarity and customer focus.
  24. 24. We read, discuss, debate and ask questions.
  25. 25. We revise, and make the idea better with each iteration.
  26. 26. We push ourselves to invent on behalf of the customer.
  27. 27. It’s about the Culture  Culture is the “software of the mind.” It is the core logic that organizes people’s behavior.  The culture reflects the lessons learned that are important enough to pass on to the next generation.  Values, beliefs, and practices that have been developed and reinforced over time. Culture is “the way we do things around here.”
  28. 28. Cultural Trends We Are Seeing Moving from  Failure is not an option  Command-and-control  Silos “throw it over the wall”  Long due diligence  Talent outsourcing Moving toward  Learning (start small, experiment, and iterate)  Decentralized ownership (guardrails via cloud CoE)  DevOps and cross-functional teams  Adopt early and often  Talent insourcing/niche partnering
  29. 29. Customer delight is our ultimate goal
  30. 30. Thank You!

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