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.

Transcript

1. BUILDING API PRODUCTSTHAT CUSTOMERSAND YOUR ORGANIZATIONLOVE Amancio Bouza APIDays Interface, June 30th – July 2nd 2020, World
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
3. IKEA Spreitenbach, Switzerland 3
4. Usual furniture store presents furnitures Type: Chair Color: Green/White Size: 54x62x98 Weight: 2kg Price: $50 4 talented photographer: Amancio
5. IKEA presents what you can become Become organized Accessibility to resources Save space or get workplace when needed 5 very talented photographer: Amancio
6. Many companies sell the thing... 6
7. Customers buy what they’ll become 7
8. The API is the key to access the power 8
9. API is the interface to a value proposition. 9 Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
10. API Product is a Digital Product-as-a-Service that provides value to a group of people and the organization 10
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)
12. Desirability Does the customer want it? 12
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
14. DESIGN SPRINT Identify the pains of stakeholders 14
15. 15 PAIN POINT: RAPPORTS Drivers fill out multiple rapport forms for each transport
16. 16 PAIN POINT: RAPPORTS Employees enter rapports into applications
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
18. Can we do something for the organization? 18
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
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
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
22. How do you find the right API product? 22
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
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
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
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
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
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
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
30. BUILDING API PRODUCTSTHAT CUSTOMERSAND YOUR ORGANIZATIONLOVE
31. BUILDING API PRODUCTSTHAT CUSTOMERSAND YOUR ORGANIZATIONLOVE
32. Viability Should we build it? 32
33. Create the Vision of the API product 33 API Product Canvas Inspired by Lean Canvas Get product/market- fit after problem/solution-fit
34. 34 Pains Customer Pain Reliever + Assets APIs VPI Canvas provides synergizes with API Product Canvas
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
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
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
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/
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