APIdays Zurich 2019 - API Product Management at an NGO Amancio Bouza, IPT
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The document discusses API product management at the Swiss Red Cross. It begins by introducing the speaker and his background. It then analyzes the Red Cross' existing customer base for assisted transport and finds it is shrinking. To address this, the presentation proposes building an "API product" called Transport Care to digitally transform and scale up assisted transport services. It outlines how Transport Care would work and the benefits it could provide. Metrics for measuring the API product's success are also presented. The talk concludes by discussing the importance of continuous innovation and experimentation for digital transformation.
APIdays Zurich 2019 - API Product Management at an NGO Amancio Bouza, IPT
- 1. API Product Management at the Swiss Red Cross Dr. Amancio Bouza APIDays Zurich, May 21/22, 2019
- 2. Author of “API Product Management – Product Strategy and Execution for the Digital Economy” https://leanpub.com/apiproductmanagement Your 1st Follower of Crazy Ideas 2 Dr. Amancio Bouza, Principal Consultant at ipt
- 3. Once upon a time, when I was in 5th grade… 3
- 4. 4
- 5. MINDSET: DECISIONS NEED CONSENT DECISIONS MUST BE RIGHT 5
- 6. SWISS RED CROSS PROVIDES 30 SERVICES! 6 Source: https://www.redcross.ch
- 7. WE FOCUS ON ONE SERVICE: ASSISTED TRANSPORT 7
- 8. WHAT IS AT STAKE? 8
- 16. At least, NGO’s don’t #GETUBERFIED 16
- 17. At least, NGO’s don’t #GETUBERFIED 17
- 18. 18 Source: https://www.uber.com/de-CH/ride/uberwav/
- 19. IN THE LAST 15 YEARS 52% OF FORTUNE 500 COMPANIES HAVE GONE EXTINCT 19 Source: Innosight
- 20. NOW WHAT? 20
- 21. TEAM 21 Source: https://www.computerworld.ch/business/business-it/srk-erfolgreich-am-hackathon-ipt-1548337.html ANJA MARCIN AMANCIO DANIEL CDO at Swiss Red Cross
- 22. MISSION: 22 DIGITAL TRANSFORMATION DIGITAL PRODUCTS & ECOSYSTEMS API PRODUCT MANAGEMENT HELP MORE PEOPLE MORE
- 23. MISSION: 23 DIGITAL TRANSFORMATION DIGITAL PRODUCTS & ECOSYSTEMS API PRODUCT MANAGEMENT HELP MORE PEOPLE MORE
- 24. 24 Source: Amancio Bouza & Andrea Zulian, APIDays Paris 2018
- 26. DESIGN SPRINT 26
- 27. 27 PAIN POINT: RAPPORTS DRIVERS fill out multiple rapport forms for each transport
- 28. 28 PAIN POINT: RAPPORTS EMPLOYEES enter rapports into applications
- 29. API SOLUTION: RAPPORT API Create Rapports {startTime, distanceKM, duration} 29 RAPPORT APP
- 30. Rapport API is an API solution that helps to digitalize a business process. Cost savings without potential for novel business models 30 Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
- 31. HOW TO BUILD THE API, NOT! 31 Inside-out! Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
- 32. API is not about solving a Rubik’s Cube 32
- 33. HOW TO BUILD THE API, NOT! 33 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
- 34. “Ultimately, the API is the Interface to the Value Proposition, not to the Application” 34 Source: https://www.linkedin.com/pulse/api-dead-long-live-vpi-amancio-bouza/
- 35. 35 The 2nd Breed of API: API Product Source: https://medium.com/api-product-management/two-breeds-of-api-api-products-and-api-solutions-fa726213ecea
- 38. “3.6 million Americans miss their appointments due to a lack of reliable transportation” 38 Uber Health Source: https://www.uberhealth.com/about
- 39. Source:https://www.expatistan.com/price/doctor/zurich39 “3.6 million Americans miss their appointments due to a lack of reliable transportation” Uber Health 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 0.085 M miss appointment in Switzerland $135/15min cost of missed appointment $11.5 M lost because of missed appointments => Source: https://www.uberhealth.com/about
- 40. $ 11.5 MARE LOST BECAUSE OF MISSED APPOINTMENTS 40
- 41. LET’S GIVE THEM $11.5 M AND CHARGE A FRICTION, E.G., $1’000’00041
- 42. CHF '1.00 CHF 1000'001.00 CHF 2000'001.00 CHF 3000'001.00 CHF 4000'001.00 CHF 5000'001.00 CHF 6000'001.00 CHF 7000'001.00 CHF 8000'001.00 CHF 9000'001.00 CHF 10000'001.00 CHF 11000'001.00 Market Transport Care (API Product) Rapport App (API Solution) Market Transport Care (API Product) Rapport App (API Solution) API PRODUCT VS API SOLUTION: 42 Revenue $1’000’000 Revenue $200’000 5X OF $ !!! Source: https://www.digital.redcross.ch/: Assumption: 12 customers, 1000 drivers => $204k
- 43. HOW TO BUILD API PRODUCT? 43
- 44. Director Product Management at Amazon in Seattle 44 Source: https://www.linkedin.com/feed/update/urn:li:activity:6392958411058798592 Continuous Innovation Workshop Outlearn Your Competition and Build Products That Matter.
- 45. 45 Lean Startup Build-Measure-Learn Cycle Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
- 46. META PROCESS 46 Problem-Solution Fit validate qualitatively Product-Market Fit verify quantitatively Scale Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
- 47. LEAN API PRODUCT DEVELOPMENT 47 Problem-Solution Fit validate qualitatively Product-Market Fit verify quantitatively Source: https://medium.com/api-product-management/lean-api-product-development-3f2787e2f941
- 49. VALUE PROPOSITION CANVAS 49 Alex Osterwalder: Value Proposition Canvas: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
- 50. VALUE PROPOSITION INTERFACE CANVAS 50 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
- 51. API-as-a-Product UBER for assisted transport TRANSPORT CARE
- 52. API PRODUCT: TRANSPORT CARE Manage Transports {startTime, distanceKM, duration} 52 ASSISTED TRANSPORT APP
- 53. API PRODUCT VISION BOARD: TRANSPORT CARE Regional Swiss Red Cross associations (i.e., KVs) Small local NGOs: Spitex & Nachbarschaftshilfe Travel Agencies/Industry? Medical Facilities Business Goals (SRK) Help more people more Standardization of Assisted Transport Volunteer satisfaction and lifetime value API economy for Platform Stay relevant for Next Gen. Reduce effort for rapporting and controlling Help customers to travel from A to B Volunteer appreciation Use the time of doctors most efficient Needs Business Context Adjacent Product: Supports Fahrdienst service Digitalize and scale existing Assisted Transport service Get patients on time, no delay or missed appointments Simple management and coordination of transports Data-driven volunteer appreciation (e.g., stats) Value Proposition Benefits Time saving for rapport controlling and increased quality Simple management of transports, less phone calls Improved volunteer experience Manage and organize transports Get real-time transport info (e.g., transport distance) Volunteer and transport analytics Features Costs Continuous API management lifecycle and Integration Operations and Customer Support Customer
- 54. Volunteer Appreciation Use volunteer’s stats for personalized appreciation and show volunteer’s impact. Cost Reduction Effortless rapporting and controlling. Less effort for call center because of instant transport request Standardized Transport Service Efficiency and focus on one best transport service. Be where the customer is API Economy and become part of the customer journey. Volunteer Experience Volunteering without administration Fault Prevention Trust volunteers. Uncommon rapports are automatically identified and flagged for manual inspection. BENEFITS The 5 Key Benefits of Transport Care for the Swiss Red Cross PAINRELIEVERSGAINCREATORS
- 55. KPI OF API PRODUCT SUCCESS: MEASUREMENT OF HOW WELL THE API PRODUCT DELIVERS ON THE VALUE PROPOSITION 55
- 56. TRANSPORT CARE: TOTAL NUMBER OF MINUTES DELAYED 56 Source: https://medium.com/api-product-management/value-proposition-interface-canvas-d60fa7553d23
- 57. API PRODUCT: TRANSPORT CARE Manage Transports {startTime, distanceKM, duration} 57 ASSISTED TRANSPORT APP
- 58. API PRODUCT: TRANSPORT CARE Manage Transports {startTime, distanceKM, duration, expectedDeliveryTime, deliveryTime} 58 ASSISTED TRANSPORT APP Extend API Specification to facilitate analytics
- 59. GOAL-ORIENTED ROADMAP: TRANSPORT CARE Q2/2019 Q3/2019 tbd tbd V1 (MVP) V1.1 V2 V3 Reduce effort of SRK employee to check rapports Full management of transports Smart Alert for uncommon distance and duration data Enable coordination between SRK, volunteer, and beneficiary ● Retrieve transports assigned to a driver ● Get details about a transport ● Update transport with rapport relevant info (e.g., distance, duration) ● Attach expenses to a transport ● Create new transports ● Assign transport to a volunteer ● Retrieve all transports ● Filter all transports based on status ● Identify uncommon transport rapports ● Notify employee for manual inspection ● Get personal stats of current year ● Get stats of all volunteers assigned to a KV or other customers ● Effort of rapport checks reduced by 50% ● # of not-in-time rapports decreased by 50% ● Transport coordination and disposition reduced by 50% 95% of uncommon rapports identified # of usages in volunteer appreciations # of social media shares
- 60. RELEASE BACKLOG & IDEAS Goal Why is this release built Features What are the top features of the release Metric How is success of the release measured? Self-Service to save administration effort ● Get details of a volunteer ● Update volunteer info ● 50% of info mutations (e.g., address change) are done by volunteers them self ● 80% of new volunteers use self-service Smart Expenses ● Expense costs are automatically retrieved from expense attachment (OCR, Deep Learning) ● Costs are correctly extracted from 90% of expenses Expense Management ● Upload expense tickets for a specific transport ● Retrieve expense tickets ● Delete expense ticket ● Create expense ticket ● 80% of expenses are submitted via App or API Smart Alert ● Distance estimation of transport ● Duration estimation of transport ● Identification of unexpected and significant difference between estimated and reported values Real-Time Intelligence ● Real-Time Monitoring of transports, distance, and duration
- 61. 3. ECOSYSTEMS 61
- 63. 63
- 64. “Vereinte Kompetenzen: Mit FlixBus und Uber von Tür zu Tür reisen“ 64 Source: https://www.uber.com/de/blog/uber-flixbus-partnerschaft/
- 65. WRAP UP 65
- 66. PYRAMIDE OF DIGITALIZATION 66 3. TRANSPORT CARE 2. RAPPORT API 1. RAPPORT APP
- 68. TAKE AWAYS 1. API is not about Integration 2. API is the Interface to a Value Proposition 3. Build API Products, not APIs. Ask: Is it the best possible service? 4. Good KPI shows how well an API product delivers on the value proposition 5. Understand the customer journey and build the ecosystem around it. 5th Element: Customer Obsession 68
- 69. Get in touch 69
- 70. #WHO Amancio Bouza, PhD Intrapreneur, API & AI Enthusiast, Speaker & Author Principal Consultant at ipt Let’s connect: https://ch.linkedin.com/in/amanciobouza Follow me: https://twitter.com/AmancioBouza
- 71. BACK UP 71
- 72. TRANSPORT CARE APIs Latest Version: https://app.swaggerhub.com/apis-docs/amanciobouza/Transport/1.0.0#/ More at the SRK API Developer Portal: https://developer.redcross.ch/
- 75. WHAT IS AN API? 75
- 77. 77
- 78. 78
- 79. “Our success at Amazon is a function of how many experiments we run every year, month, week, and days.” – Jeff Bezos, CEO of Amazon 79
- 80. NUMBER OF EXPERIEMENTS PER YEAR 80 0 20000 40000 60000 80000 100000 120000 Netflix Intuit Amazon P&G Google Facebook Experiments 100k+
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- 82. 82