Startup Summit 2019: Developing a Digital Product and Platform

Building a great digital product requires designing and developing an experience and a platform together. The presentation will go over the implications and what it takes to build a great digital product in the digital economy and how to leverage the network effect.

We will go over the mindset as well as practical considerations and steps that are required to build a product platform. With several years of experience building public API and digital platforms, this presentation will be based on real use cases and successes from companies I led both in the US and Brazil.

Transcript

1. Developing a Digital Product: What It Is and How Startup Summit 2019 August • 2019 © 2019 – Creditas Consultoria Financeira Ltda.
2. © 2019 – Creditas Soluções Financeiras Ltda. 2 Developing a Digital Product: What It Is and How • What It Is (for this presentation) • Leveraging the Platform Economy and Network Effect • Experience As the Product • Platform As the Product • The Architecture and Its Components • Step-by-Step
3. © 2019 – Creditas Soluções Financeiras Ltda. 3 Developing a Digital Product: What It Is and How What It Is (for this presentation): A Digital Product is the experience offered to a customer around a product that is available in the physical world typically as a good or a service.
4. © 2019 – Creditas Soluções Financeiras Ltda. 4 Developing a Digital Product: What It Is and How Top Of Mind Digital Products
5. © 2019 – Creditas Soluções Financeiras Ltda. 5 Developing a Digital Product: What It Is and How. What do they all have in common? • They provide value to the customers in a Customer First mindset • They provide an addictive experience: Experience is king, not just the product itself. The Product is the Experience • They have multiple touchpoints: they are there when you need them ✧ POS (point-of-sale) presence • They have a Platform Economy business model and ride the Network Effect
6. © 2019 – Creditas Soluções Financeiras Ltda. 6 Developing a Digital Product: What It Is and How. Leveraging the Platform Economy and Network Effect: The Platform economy is the open digital connection of providers and consumers that interoperating generate increased economic, social, human value Image By Vc20 - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=71922428
7. © 2019 – Creditas Soluções Financeiras Ltda. 7 Developing a Digital Product: What It Is and How Experience As the Product: We live in an Experience world. We went from the Industrial Age, to the Information Age, but we are now in the Experience Age • Experience = Information + (Senses + Emotions + Connections) • A Digital Product must include an Always Present and Available (Ubiquitous) Experience • Physical (yes, physical as well) • Digital • Augmented (AR)* • Virtual (VR) • A Digital Product requires a Technology Platform that must therefore build and enable for Experience
8. © 2019 – Creditas Soluções Financeiras Ltda. 8 Developing a Digital Product: What It Is and How Platform As A Product: For a Digital Product, if the Experience is the Product, the Technology Platform that delivers it needs to be imagined, designed, architected, and built as a Product as well Ø A Digital Product is the result of the Product Experience built on a Product Platform
9. © 2019 – Creditas Soluções Financeiras Ltda. 9 Developing a Digital Product: What It Is and How The Architecture and Its Components: The building blocks of a Digital Product Platform Multi-Channel Customer Experience Layer IoT / 3-Party Apps Layer Legacy Systems Internal Systems (InHouse/3rd-party) Common Platform Services Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer Business API Façade 360o Customer View Personaliz’n ML Orchestration Automation
10. © 2019 – Creditas Soluções Financeiras Ltda. 10 Developing a Digital Product: What It Is and How Step-by-Step: Customer Experience Layer Multi-Channel Customer Experience Layer IoT / Partners Layer Legacy Systems Internal Systems (InHouse/3rd- party) Common Platform Services Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer Business API Façade 360o Customer View Personaliz’n ML Orchestrati on Automation Self-Service Assisted Modalities • Physical (when it applied) • Digital (multi MIME-type compatible) • Augmented Reality (AR): digital overimposed to the physical Experience API (optimized over Business API)
11. © 2019 – Creditas Soluções Financeiras Ltda. 11 Developing a Digital Product: What It Is and How Step-by-Step: Customer Experience Layer Multi-Channel Customer Experience Layer IoT / 3-rd Party Apps Layer Legacy Systems Internal Systems (InHouse/3rd- party) Common Platform Services Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer Business API Façade 360o Customer View Personaliz’n ML Orchestrati on Automation IoT / Partners Layers • Think white-label: never hard code experience and styles • Be social: enable for connections in the experience • Be prepared to integrate with IoT devices: Tip: Lambda very convenient!
12. © 2019 – Creditas Soluções Financeiras Ltda. 12 Developing a Digital Product: What It Is and How Step-by-Step: Business API Platform Layer Multi-Channel Customer Experience Layer IoT / 3-rd Party Apps Layer Legacy Systems Internal Systems (InHouse/3rd-party) Common Platform Services Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer • Business API because it exposes a “business” object model • Open API because it is interoperable • Public API because it needs to be accessible to outside the wall of your company • Self-Learning because it needs to learn and personalize the experience • Multi-Tenant because it won’t only be used within your company • Configurable because others will not use it the way it was defined by you • Scalable because it won’t only be your company’s traffic, it will be others’ • Secure because it’s a dangerous world out there Business API Façade 360o Customer View Personaliz’n ML Orchestration Automation
13. © 2019 – Creditas Soluções Financeiras Ltda. 13 Developing a Digital Product: What It Is and How Step-by-Step: Business API Platform Layer Multi-Channel Customer Experience Layer IoT / 3-rd Party Apps Layer Legacy Systems Internal Systems (InHouse/3rd-party) Common Platform Services Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer • Start by designing your Business Domain that is your opportunity space o DDD (Domain Driven Design) architecture is a must • Build the Domain Model o In Customer-friendly vocabulary • Develop the API • REST for your Domain Objects • GraphQL for your Data access • If with legacy systems and/or front-ends, make sure that all the business-logic therein is moved to the façade or mediator layer of the API (this can be the most difficult job!)
14. © 2019 – Creditas Soluções Financeiras Ltda. 14 Developing a Digital Product: What It Is and How Step-by-Step: Business API Platform Layer Legacy Systems Internal Systems (InHouse/3rd- party) Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer What is needed to build the API • The API Layer accesses the Transactional Systems via webservice/API interfaces (REST, or RPC, GRPC) • The Transactional Systems feed data to the Document Store via Event Streaming RDB RDB DDB Event Channels Real-time Event* Streaming • RabbitMQ • Kafka • Kinesis NoSQL Store • ElasticSearch • MongoDB • CouchDB
15. © 2019 – Creditas Soluções Financeiras Ltda. 15 Developing a Digital Product: What It Is and How Step-by-Step: Business API Platform Layer Multi-Channel Customer Experience Layer IoT / 3-rd Party Apps Layer Legacy Systems Internal Systems (InHouse/3rd- party) Common Platform Services Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Platform Layer Common Platform Services • Authentication/Authorization • OAuth2/JWT • Okta • Communication Services • Multi-channel • Campaign Management (e.g.: Intercom) • Workflow / Orchestration • BPM system (e.g.: Camunda) • Automation • Jobs / Processing (e.g.: HelpSystems Automate) • External Data Services o Data Process and Distributing System (e.g.: NiFi) •
16. © 2019 – Creditas Soluções Financeiras Ltda. 16 Developing a Digital Product: What It Is and How Platform Composition Model (e.g.: Creditas)
17. © 2019 – Creditas Soluções Financeiras Ltda. 17 Developing a Digital Product: What It Is and How. Creditas Domain Model (partial)
18. © 2019 – Creditas Soluções Financeiras Ltda. 18 Contact me: roberto@creditas.com.br https://www.linked.com/in/roberto Developing a Digital Product: What It Is and How. Questions
19. © 2019 – Creditas Soluções Financeiras Ltda. 19 Roberto Mameli Head of Product Technology, Creditas Education Master in Computer Science, Milan State University MBA, San Francisco State University, CSU Career Highlights Over 20 years of Technology Experience in Silicon Valley, San Francisco Bay Area Innovative Technology Executive and transformational Product Technology leader with experience managing product technology organizations building and delivering competitive consumer products, digital customer experiences, digital platforms and enterprise-wide applications and systems. Technology Interests Innovation, Digital Transformations, Business API e PaaS, Customer Experience, Machine Learning, IoT, Augmented Reality Professional Experience Enterprise, Internet Technology Architecture - Oracle, Corp. Professional Consumer & Experience Technology - Macromedia, Inc. eCommerce - Art.com Digital Platforms (Insurance), Esurance, Inc. Fitness Marketplace – Gympass linkedin.com/in/roberto