Unveiling Digital Products - Creating Immersive Experiences for Customers

1. Developing a Digital Product:What It Is and How Roberto Mameli, Head of Product Technology, Creditas QCon São Paulo May 6-9, 2019

2. Developing a Digital Product: What It Is and How. Agenda • 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 • Successes / Examples / References

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. What do they all have in common? • Examples: • Uber: cabs, point to point transportation • Airbnb: accomodations • Loggi: point to point delivery • Open Table, iFood: food/restaurant delivery • Art.com: art (physical or digital) • Esurance, Youse: insurance services • Gympass: gyms, fitness access • Creditas: online loans

4. Developing a Digital Product: What It Is and How. What It Is (for this presentation): • What do they all have in common? • They provide value to the customers: Customer First! • They provide an addictive experience: Experience is king, not just the product itself • They have multiple touchpoints: they are there when you need them • POS (point-of-sale) presence • They are all built on top of a platform that is “Open” and “Public”

5. 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 • The Platform economy is the open digital connection of providers and consumers that interoperating generate increased economic, social, human value • A platform is a mindset besides a technology foundation • Everyone can adopt a platform business model if they think of it and build it that way • Call to action: Technology teams are the principal agents of the platform economy Image By Vc20 - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=71922428

6. 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 (with the Web 1.0 and 2.0), but we are now in the Experience Age • … except that too many companies (and Technology teams) are still in the Information Age and build systems for the Information Age • Experience = Information + (Senses + Emotions + Connections) • A Digital Product must include an Always Present and Available (ubiquitous) Experience • Physical / Digital • Augmented (AR)* • Virtual (VR) • A Digital Product requires a Technology Platform that must therefore build and account for Experience • (*) Methods and systems for viewing objects within an uploaded image. Patent eu 11195726.2 - 2218, EP2469473A3 (Roberto Mameli, Geoffroy Martin, Mike Larson)

7. Developing a Digital Product: What It Is and How. Platform As the 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 the Product as well • Digital Product is the result of the Product Experience built on a Product Platform • For a Technology Platform to be a Product Platform it means that it is: • Business Modeled • Open • Public • Self-Learning • Multi-Tenant • Configurable • Scalable (horizontally besides vertically) • Secure

8. 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 Business API Platform Layer Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Façade 360o Customer View Personaliz’n ML Orchestration Automation Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

9. Developing a Digital Product: What It Is and How. Step-by-Step: Customer Experience Layer • Modalities • Physical (when it applied) • Digital (multi MIME-type compatible) • Augment Reality (AR): • digital overimposed to the physical Multi-Channel Customer Experience Layer IoT / PartnersLayer Experience API (optimized over Business API) Business API Platform Layer Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Façade 360o Customer View Personaliz’n ML Orchestration Automation • Self-Service • Web (Mobile First), Native Apps • POS Integration (via Plug-in widget API, Kiosk) • Messaging Enabled (WhatsApp, Messenger, SMS) • Voice Enabled (IVR, Alexa, etc.) • Assisted • Agent-based • Bot-based (AI) Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

10. Developing a Digital Product: What It Is and How. Step-by-Step: Customer Experience Layer Multi-Channel Customer Experience Layer IoT / PartnersLayer Experience API (optimized over Business API) Business API Platform Layer Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Façade 360o Customer View Personaliz’n ML Orchestration • Technology Stack • Digital rich experience via HTML5, CSS3, ECS, native. Tip:Leverage camera, video, voice • Webserver (Polymorphism) (e.g.: ReactJS) • Dynamic Acceleration of Content (App Accelerator, besides CDN) • Content Management Systems (Drupal, WP,...) Tip: Use CMS for Experience Configurability! • AB Testing Platform • Tag Container Platform Automation Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

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 AppsLayer Business API Platform Layer Data Platform (Big Data, DS, Data Lake, BI/DW) Business API Façade 360o Customer View Personaliz’n ML Orchestration • 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! Automation Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

12. Developing a Digital Product: What It Is and How. Step-by-Step: Business API Platform Layer • Business API because it exposes a “business” object model and not a system object model • Think Vocabulary: what you call the objects is what the customer calls it! • Open API because it is interoperable • Be as standard as possible and don’t be afraid of opening up your platforms to other players, developers, businesses • Public API because it needs to be accessible to outside the wall of your company • Self-Learning because it needs to learn about all that the customer is doing and personalize the experience • Multi-Tenant because it won’t only be used within the company, others developers, partners will use it too • Configurable because the rest of the world will not use it the way it was defined by you • Scalable (horizontally besides vertically) because it won’t only be your company’s traffic, it will be others’ • Secure because it’s a dangerous world out there, and if it’s public, security needs to be the first thing you develop Multi-Channel Customer Experience Layer IoT / 3-rd Party AppsLayer Business API Platform Layer Business API Façade 360o Customer View Personaliz’n ML Orchestration Data Platform (Big Data, DS, Data Lake, BI/DW) Automation Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

13. Developing a Digital Product: What It Is and How. Step-by-Step: Business API Platform Layer • Start by designing your Business Domain that is your opportunity space • DDD (Domain Driven Design) architecture is a must • Build the Domain Model • 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!) Multi-Channel Customer Experience Layer IoT / 3-rd Party AppsLayer Business API Platform Layer Data Platform (Big Data, DS, Data Lake, BI/DW) Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

14. Developing a Digital Product: What It Is and How. Step-by-Step: Business API Platform Layer • What is needed to build the API • Choose an API Gateway • Define the EndPoint(s): start with https://api.<yourcompanyname>.com • Make sure to have clear documentation • Have your security model ready to use • Authentication (find out who is calling the API: login. don’t forget SSO) • Authorization (find out if who is calling the API can actually access a specific resource or service) • Delegation (allow for someone to perform the access on behalf of someone else) • Use plural for object names collections, singular for singular instance • Have a friendly ObjectID generator. GUID is not • Decide where to cache the Object valuesfor faster responses • In a façade/mediator model you don’t want to have to access the transactional system for every access • A NoSQL, Document-oriented database is used by most

15. Developing a Digital Product: What It Is and How. Step-by-Step: 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 Business API Platform Layer DDB • NoSQL Store • ElasticSearch • MongoDB • CouchDB Data Platform (Big Data, DS, Data Lake, BI/DW) Legacy Systems Internal Systems (InHouse/3rd-party) • Real-time Event* Streaming • RabbitMQ • Kafka • Kinesis Event Channels RDB RDB (*) Attend Camila Campos talk: Event Driven Architecture na Creditas Wednesday, 5:20-6:05 am

16. Developing a Digital Product: What It Is and How. Step-by-Step: Business API Platform Layer • Common Platform Services • Authentication/Authorization • OAuth2/JWT • Okta • Communication Services • Multi-channel • Campaign Management • Workflow / Orchestration • BPM system (e.g.: Camunda) • Automation • Jobs / Processing • External Data Services • Plug-in sytems (e.g.: NiFi) Multi-Channel Customer Experience Layer IoT / 3-rd Party AppsLayer Business API Platform Layer Data Platform (Big Data, DS, Data Lake, BI/DW) Common Platform Services Legacy Systems Internal Systems (InHouse/3rd-party)

17. Developing a Digital Product: What It Is and How. Successes / Examples / References: Creditas

18. Developing a Digital Product: What It Is and How. Successes / Examples / References: Creditas

19. Developing a Digital Product: What It Is and How. Questions • Contact me: • roberto@creditas.com.br • https://www.linked.com/in/roberto • and make sure to visit us at the Creditas booth

20. Roberto MameliHead of Product Technology, Creditas linkedin.com/in/roberto Education Master in Computer Science, Milan State UniversityMBA, San Francisco StateUniversity, 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. 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 Technology Interests Innovation, Digital Transformations, Business API e PaaS, Customer Experience, Machine Learning, IoT, Augmented Reality