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Building API Product that Customers and Your Organization Love

Building API Product that Customers and Your Organization Love

API is the interface to a value proposition. You'll learn how to discover and shape API products that customers and your organization love.
I present both tools, the Value Proposition Interface Canvas and the API Product Canvas, to discover and shape API products.

Amancio Bouza

June 30, 2020
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  1. BUILDING API PRODUCTSTHAT
    CUSTOMERSAND YOUR
    ORGANIZATIONLOVE
    Amancio Bouza
    APIDays Interface, June 30th – July 2nd 2020, World

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  2. @AmancioBouza
    Amancio Bouza
    inspirational, inclusive, impactful
    Co-Author of API Product Management
    • Principal IT Consultant
    • Advisor for API-First Startups
    2
    amanciobouza
    @amancio.bouza
    amanciobouza.com

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  3. IKEA Spreitenbach,
    Switzerland
    3

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  4. Usual furniture store
    presents furnitures
    Type: Chair
    Color: Green/White
    Size: 54x62x98
    Weight: 2kg
    Price: $50
    4 talented photographer: Amancio

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  5. IKEA presents what
    you can become
    Become organized
    Accessibility to
    resources
    Save space or get
    workplace when
    needed
    5 very talented photographer: Amancio

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  6. Many companies sell the thing...
    6

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  7. Customers buy what they’ll become
    7

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  8. The API is the key to
    access the power
    8

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  9. API is the interface to
    a value proposition.
    9 Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/

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  10. API Product is a
    Digital Product-as-a-Service that
    provides value to a group of people
    and the organization
    10

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  11. Ovierview of API Product Management
    11
    1. Desirability:
    Does the customer want it?
    2. Viability:
    Should we build it?
    3. Feasibility:
    Can we build it? (not in scope of this
    talk)

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  12. Desirability
    Does the customer
    want it?
    12

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  13. Real example:
    Revenue model of NGO’s Assisted Transport
    End-customer: Orders ride to
    medical appointment from
    association.
    Association: Coordinates volunteers
    and assigns volunteers to driving
    jobs.
    Volunteer: Drives the customer to
    the destination and back again.
    Agency: Provides the assisted
    transport application to the
    association.
    13

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  14. DESIGN SPRINT
    Identify the pains of stakeholders
    14

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  15. 15
    PAIN POINT:
    RAPPORTS
    Drivers fill out multiple rapport
    forms for each transport

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  16. 16
    PAIN POINT:
    RAPPORTS
    Employees enter rapports
    into applications

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  17. Providing a desirable solution:
    Digitalized Revenue model of Assisted Transport
    End-customer: Orders ride to
    medical appointment from
    association.
    Association: Coordinates volunteers
    and assigns volunteers to driving
    jobs.
    Volunteer: Drives the customer to
    destination and again. Uses
    reporting mobile app.
    Agency: Provides assisted transport
    application and digitalized reporting
    process.
    17

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  18. Can we do something for the organization?
    18

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  19. “3.6 million Americans miss their
    medical appointments due to
    a lack of reliable
    transportation”
    19
    Uber Health
    Source: https://www.uberhealth.com/about

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  20. 0.085 M miss appointment in Switzerland
    $135/15min cost of missed appointment
    $11.5 M total loss because of missed appointments
    Source: https://www.expatistan.com/price/doctor/zurich
    20
    USA
    Population: 327.2 M
    Source: https://en.wikipedia.org/wiki/United_States
    SWITZERLAND
    Population: 8.5 M
    Source: https://en.wikipedia.org/wiki/Switzerland
    3.6 M miss appointment in the USA
    =>
    Source: https://www.uberhealth.com/about

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  21. Creating a new revenue stream besides donations:
    API Product-based Revenue Model
    Healthcare organization: Uses APIs to
    order rides.
    End-customer: Gets a ride to his medical
    appointment.
    Association: Coordinates volunteers and
    assigns volunteers to driving jobs.
    Volunteer: Drives the customer to
    destination and again. Uses reporting
    mobile app.
    Agency: Provides API to healthcare
    organizations. It provides the assisted
    transport application and digitalized
    reporting process to the association.
    21

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  22. How do you find the right API product?
    22

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  23. VPI Canvas (Value
    Proposition Interface Canvas)
    It’s about the flow that connects
    Customer Profile with Value
    Proposition Interface Map.
    Consider how each box talks to
    each other and not thinking of
    each one as a separate lists.
    Preparation is key
    Diverse perspectives matter!
    23
    Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
    Inspired by Value Proposition Canvas from Alex Osterwalder

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  24. VPI Canvas (Value
    Proposition Interface Canvas)
    It’s about the flow that connects
    Customer Profile with Value
    Proposition Interface Map.
    Consider how each box talks to
    each other and not thinking of
    each one as a separate lists.
    Preparation is key
    Diverse perspectives matter!
    24
    Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
    Inspired by Value Proposition Canvas from Alex Osterwalder

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  25. Customer Profile
    1. Identify the customer & collect jobs-to-
    get-done
    Draw revenue model
    Leverage existing B2B partnerships (ecosystem)
    2. Identify pains to get jobs done
    Validate with customers
    25

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  26. Value Proposition Interface
    Map
    3. List available data sources, applications,
    business processes, 3rd-party APIs
    Get diverse perspectives by involving relevant
    stakeholders.
    4. Create pain relievers
    Define HOW pain is relieved, not which pain
    End pain reliever with a noun
    5. Formulate API name
    Relate name to value proposition
    26

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  27. VPI Canvas for Transport Management
    27 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
    Inspired by Value Proposition Canvas from Alex Osterwalder
    Healthcare
    organization
    heal patients
    during
    appointment
    Patients are
    late and
    delay other
    appointments
    Assisted
    Transport
    infrastructrur
    e
    Transport
    coordination
    system
    ready-to-
    order patient
    transport
    Transport
    API

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  28. How a real result may
    look like
    Documented
    understanding of
    customer
    Fast MVP
    Large API portfolio
    relieve more pains
    Reuse of existing assets
    Ready to be validated!
    28
    IMG_20190725_115539.jpg

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  29. VPI canvas helps to find
    and validate the
    problem-solution fit
    29
    Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
    Inspired by Value Proposition Canvas from Alex Osterwalder

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  30. BUILDING API PRODUCTSTHAT
    CUSTOMERSAND YOUR
    ORGANIZATIONLOVE

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  31. BUILDING API PRODUCTSTHAT
    CUSTOMERSAND YOUR
    ORGANIZATIONLOVE

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  32. Viability
    Should we build it?
    32

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  33. Create the Vision of the
    API product
    33
    API Product Canvas
    Inspired by Lean
    Canvas
    Get product/market-
    fit after
    problem/solution-fit

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  34. 34
    Pains Customer
    Pain Reliever +
    Assets
    APIs
    VPI Canvas provides
    synergizes with API
    Product Canvas

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  35. Business Goals
    35
    Pains Customer
    Pain Reliever +
    Assets
    APIs
    Link API product to
    corporate strategy
    Show its benefits
    Gets management
    buy-in (at least less
    resistence)
    Help more
    people more
    New revenue
    streams
    besides
    donations

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  36. Key Metrics (KPI)
    36
    Pains Customer
    Pain Reliever +
    Assets
    APIs
    KPI that shows best how
    API product delivers on
    value proposition
    Goal: Improve the API
    product
    Help more
    people more
    New revenue
    streams
    besides
    donations
    % of missed
    appointments

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  37. Be like IKEA:
    Use your assets and show your
    value proposition
    API is the interface to a value proposition
    API product is a digital product-as-a-service that provides value to a group of people and the
    organization
    VPI canvas: Understand customers and how you can help -> Build desirable API product
    API product canvas: Align to corporate strategy. Measure the right KPI -> Build viable API product
    37

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  38. API Product Management
    Product Strategy and Execution for the Digital Economy
    The API Product Management book is the
    state-of-the-art guide to creating,
    launching, and running API products that
    customers love. In this book, we offer best-
    practices, tactical and practical
    approaches, and real-world examples. It
    helps you to adapt it in your context.
    38
    http://api-as-a-product.com/

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  39. @AmancioBouza
    Amancio Bouza
    inspirational, inclusive, impactful
    Co-Author of API Product Management
    • Principal IT Consultant
    • Advisor for API-First Startups
    39
    amanciobouza
    @amancio.bouza
    amanciobouza.com

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