Tuenti tech products development IE Technology Summit 2015 02/12/2015 by Darío Alonso 

What’s in for me? ● Thoughts & experience from over-10-year experience: ● Worked on companies like eBay, Qualcomm, or .Tuenti ● In a number of countries including Germany, Switzerland, USA, and Spain ;) ● In companies dealing with e-commerce, smartphones manufacturing, location-based services, and telco I hope you guys have some fun and get some benefits from the talk! 

.01 A look to the past... 

Year 2007: ● Nokia mobile phone business delivered over €35B*(40% market share globally) ● Believe it or not, it was cool to own a Nokia N76 - huh!, that brick? ● Apple released the first iPhone on June 2007 ● Tuenti was born 1 year before... *.Source : disruptiveinnovation.se 

Guess what??? *.Source : disruptiveinnovation.se 

Things change very quickly, so be prepared... 1. (Really!) listening to your market 2. Ideating 3. Delivering to customers quickly 4. Measuring what happens 5. Incorporating feedback into your product 6. Delivering again & keep iterating! 

.02 Tuenti’s product development process 

Things change very quickly, so be prepared… Deliver & test as quick as you can Listen Ideate Deliver Feedback / learnings Measure KPI 

1. Listening to your market ● Strong link to our customers: ○ Customer Care reports: quantitative & qualitative ○ Customer research (UX dept) ○ PMs keeping up-to-date and running benchmarks ○ Internal dialog / brainstorms: use internal brain power (it’s really strong!) ○ Promote idea exchange & culture of challenging anything - nothing is granted! 

2. Ideating ● Build your case: ○ Shape what to do ○ Justify it: ■ Define your vision ■ Problem/need that solves ■ Provide facts (numbers): internal & external data ■ Define & estimate dev project: what you’ll deliver when ■ Get it signed off! 

3. Deliver to customers quickly ● So you have your budget to develop… yeah! ○ Write your product specs (as user stories) ○ Work out your UX ○ Get your visuals when needed (normally they are in customer facing tech products!) ○ Put your engineers to develop in agile mode, not forgetting your tracking! ○ Be ready to ask questions and be the 1st QA rep 

4. Measure and get feedback ● Track what your KPIs say: ○ Success / fail? ○ Analyse & extract actionable conclusions: how to improve results ○ Decide product evolution: ■ New features ■ What to remove ○ And get back to step #3 

Development process management ● Specs writing: (V)PRD -> engineering team ● 2-week sprint planning ● Follow-up during development ● Verify ● Working delivery at the end of sprint ● Retrospective 

Common pitfalls & traps ● Paralizing by analysing: a (tech) company is like a bicycle, if you stop, you fall down ● Not defining the right KPIs for your goals ● Not considering your stakeholders right and engaging them late 

Mistakes ● Not having a clear goal ● Not having defined what to do with enough detail ● Not dogfooding 

Product Development in Spain / Tuenti / other places ● Spain: ○ doesn’t exist or very scarce at least on the tech landscape, even though it’s changing ○ often understood as product marketing ● .Tuenti: ○ pretty much understood the American way ○ be the CEO of your product, very linked to tech 

Summarizing DON’T BE NOKIA IN 2007! PLEASE!!! :) 

.04 Questions 

Thanks .05