Key Takeaways: -Learn what are adaptive products and how to build them -Discover ways of leveraging adaptive products to unlock personalized customer experiences -How to use data loops to continuously optimize and improve these products

1. www.productschool.com
Adaptive Products for Personalized
Experiences by Expedia Sr PM

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5. ADAPTIVE PRODUCTS FOR
PERSONALIZED
EXPERIENCES
Parul Raj
Sr. Product Manager, Expedia

6. Agenda
u What is adaptive product?
u Components of adaptive product
u Data loops
u Personalization
u Bringing it all together!

7. A bit about myself...
Working in Expedia as Senior Product
Manager
9+ years of work experience
Focus areas include ML/AI powered
customer experiences & product
discovery, platform redesign
My interests include learning about new
products & technologies, travelling and
adventure activities

8. What is adaptive product?

9. What is product?
Product = Holistic user experience
Source: Marty Cagan, ‘Defining Product’
Holistic user experience = Functionality + Design +
Monetization + Content

10. Twitter Feed Netflix Amazon store
Some examples

11. What is adaptive product?
Products which can be customised automatically and dynamically based
on user interactions and feedback.
Source: Ming Zeng, ‘Smart Business’
These are also called adaptable products.

12. Adaptive products provide personalized
experiences to customers.

13. Twitter Feed Netflix Amazon store
Same examples in a new light

14. Components of adaptive products

15. What are the components?
Product Algorithm
Data
Data
User

16. What are the components?
Product Algorithm
Data
Data
User
1

17. What are the components?
Product Algorithm
Data
Data
User
2

18. What are the components?
Product Algorithm
Data
Data
User
3

19. What are the components?
Product Algorithm
Data
Data
User
4

20. What are the components?
Product Algorithm
Data
Data
User
Data Loop

21. What are the components?
Product Algorithm
Data
Data
User
Data Loop
Personalized Experience

22. Data Loops

23. What are Data Loops?
Data Loop is a continuous, iterative process of capturing and analysing data,
getting valuable insights, and using them to improve customer experiences.
Every iteration of this loop improves the experience for the current
customer or the next customer.

24. What are Data Loops?
Data loops form the core of the adaptive products.

25. Steps to create data loop
u Define the problem statement
u Build hypothesis
u Identify data sources
u Build algorithms which consume live data & provide relevant output
u Embed these algorithms in product with adaptable UX which changes based on
algo output

26. Datafication – Data Data Data…
All relevant data about user interactions, engagement & transactions is collected, stored and made
available in consumable format to algorithms.
u Page views
u Session data
u Product views
u Feature interactions
u Click through
u Funnel progression
u Conversion
u Bounces & exits
u Reviews
u Liked & saved
u User Preferences
u User Demographic profile

27. Value of data loops
u Improves customer retention
u Increases customer conversion
u Unlocks personalized experiences
u Unmatched competitive advantage

28. Personalized Experience

29. Personalization
Creating and/or modifying experiences for customers based on their preferences,
wants and needs.
Personalization means catering to marketplace of a single customer!

30. Examples of personalized experiences
Online
Offline

31. How to create personalized experiences?
Customer Product
• Customer profile
• Preferences
• Transaction history
• Engagement history
• Saved items
• Preferred channels
• Demographic profile
• Product tags &
categories
• Who bought this
product?
• Who engaged with
this product?
• Structured content &
content tags
• Other attributes
Who are you selling to? What are you selling?
Match

32. Personalization is hard!
u Every person is unique with their own preferences & interests
u It’s difficult to help people discover what they want when they are not sure of
their needs/desires
u Companies have large databases but small data set per customer
u Cold start problem on all sides!

33. Levels of personalization
One size fits all
No personalization
Segment based
personalization
Personalized for one

34. Why personalize?
u 80% of consumers are more likely to purchase from a brand that provides
personalized experiences
u Personalized shopping cart recommendations influenced 92% of
shoppers online to buy products
u Personalization reduces acquisition costs as much as 50%
u More than 85% of users expect and accept personalization as a part of their
online retail experience
u Increases average order value & customer loyalty

35. Bringing it all together!

36. Back to adaptive products
Adaptive products bring all this together – adaptable UX, effective data loops
and personalized experiences.
Adaption can occur in every aspect of product
u Ranking of products
u Recommendations
u Media & content for product
u Reviews & feedback form
u Cross-sells & up-sells

37. Amazon Revisited
Data:
• Orders
• Clicks
• Reviews
• Cart additions
Algo:
Recommends product categories
based on previous interactions
Adaptable UX:
• Flexible top bar to
accommodate different
categories
• Modular home page – ranking
of modules can change
Feedback:
• Funnel progression
• CTR
• CVR

38. Netflix Revisited
Data:
• Views
• Clicks
• Searches
• Image, content clicks
• Profile
Algo:
Recommends the categories, order
of categories, media (content) &
ranking of shows/movies
Adaptable UX:
• Modular home page – types &
ranking of modules can change
• Hero image selection &
displayed content
Feedback:
• CTR
• Search
• Time spent
• Shows/movies watched
• Skips/bounces

39. That’s all!!

40. Thank you!

41. www.productschool.com
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