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Fintech Product Design Exercise

Warm Up with Elevator Pitch

Rules of Pitch

• You are NOT pitching a great WRONG:

idea, team or product We are the smartest telecom guys in the
world and we are gonna install high
• You ARE pitching what your bandwidth wireless telecom infrastructure
business will do for for customers in really tall downtown buildings in big cities
all over the world
• Pitch how your business will
solve a tangible problem (pain BETTER:
point) that exists TODAY!! We enable you to use your cell phone
anywhere inside every building in all major
U.S. metropolitan areas
Now, Let’s Move To Product Design
User vs. Product

“if you're not paying for the product, you

are the product – not the user”
User Centered vs. System Centered Design
• User Centered Design is based upon a user’s abilities and real needs,
context, work, tasks. Interface design focus on the user rather than forcing
the users to change their behavior to accommodate the product.

• System centered design focuses on organizing the functionality of the

system and build the product in designer's own interpretation and
implementation of systems thinking.
Example of Product Pitch (For Different Stakeholders)
Example of Product Pitch (For Different Stakeholders)
Example of Product Pitch (For Different Stakeholders)
Example of Product Pitch (For Different Stakeholders)
User Story
- As a [user role] I want to [goal]
so I can [reason]
- As a [type of user] I want to [perform some task] so that I can [reach some goal]

• Who (user role)

• What (goal)
• Why (reason)
• gives clarity as to why a feature is useful
• can influence how a feature should function
• can give you ideas for other useful features
that support the user's goals
Making the User Real
• do they have computers?
• how do they use them?
• what do they know?
• what are their interests?
• do they use the web?
• what do they like doing online?
• …
Captured as Personas
What Are Buyer Personas?

Buyer personas are fictional, generalized representations of your ideal customers. They help
you understand your customers (and prospective customers) better, and make it easier for
you to tailor content to the specific needs, behaviors, and concerns of different groups.

The strongest buyer personas are based on market research as well as on insights you
gather from your actual customer base (through surveys, interviews, etc.). Depending on
your business, you could have as few as one or two personas, or as many as 10 or 20. (Note:
If you’re new to personas, start small! You can always develop more personas later if needed.)
What Are Negative Personas?

Whereas a buyer persona is a representation of an ideal customer, a negative -- or

“exclusionary” -- persona is a representation of who you don’t want as a customer.

This could include, for example, professionals who are too advanced for your product or
service, students who are only engaging with your content for research/knowledge, or
potential customers who are just too expensive to acquire (because of a low average sale
price, their propensity to churn, or their unlikeliness to purchase again from your company.)
How Can You Use Personas?

At the most basic level, personas allow you to personalize or target your marketing for
different segments of your audience. For example, instead of sending the same lead
nurturing emails to everyone in your database, you can segment by buyer persona and tailor
your messaging according to what you know about those different personas.

If you take the time to create negative personas, you’ll have the added advantage of being
able to segment out the “bad apples” from the rest of your contacts, which can help you
achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity).
1 Sample Joko

• Pedagang Nasi Goreng

• Sudah berdagang 15 tahun
2 • Pendidikan terakhir SD

• Pria
• 30-45
3 • Penghasilan bulanan 4-6 jt
• Asli Bondowoso, menetap di Jakarta

• Terbiasa tunai
• Terbiasa dengan pendapatan harian
• Gaptek
• Konsumen mayoritas pegawai kantoran di sekitar warung
Sample Joko

• Dapat konsumen baru

5 • Rasa aman dari pencopet

• Edukasi
6 • Awareness terhadap bank

• Make it easy to manage all employee data in one place

7 • Integrate with legal and finance teams’ systems
Sample Joko

• “Ada orang gak jadi beli karena gak ada cash”

• “Kemarin pas warung saya tinggal solat, kecopetan”
• ”Kalo terima (pembayaran) lewat aplikasi, susah cairin nya ke bank”

• “Kalo terima (pembayaran) lewat aplikasi, susah cairin nya ke bank”

9 • “Ada biayanya gak?”
Sample Joko

• Sticker QR statis

• Kami dapat membantu Bapak menerima pembayaran QR sehingga

11 konsumen Bapak bisa bertambah lebih banyak, tidak perlu repot
tuker kembalian, dan tidak perlu takut hilang
Your Turn!

We’ve provided blank templates for developing three personas.

(If you need more, simply select the slides on the left-hand side, right click, and choose
[you type here]
[you type here]
Frame Your HMW Question
Business Model Canvas
Key Partners Key Activities Value Propositions Customer Customer Segments

Key Resources Channels

Cost Structure Revenue Streams

A broad definition of your customer segment
•Narrow it down until you can describe a day-in-the-life of this target customer

A value proposition that's focused on being the best at something

•Instead of focusing on being-the-best, focus on being unique

Key activities that are similar to other rivals in your industry

•The common mistake I see here, comes from the mindset that competitive differentiation starts and
stops in the 'Unique Value Proposition' section

Cost structure not aligned with unique activities & resources

•Check that you are capturing your total costs in delivering this differentiated value and ensure that it is
not greater than the predicted revenue stream

Not clear about what you won't do. Or trying to be everything to everyone.
•Defining what you will not do, is a key checkpoint to ensure you are delivering your core value in the
most efficient and effective manner possible