Slides for the talk at the Product Management Festival Singapore on Flipkart's journey of building and personalising their Home Page. http://apac.productmanagementfestival.com/

1. Journey of building Flipkart’s Home Page
Debnath Sinha
June 2018

2. About Me
Debnath Sinha Products: Home Page & Merchandising

3. Understand the context - Building for many Indias

4. Understand the context - Building for many Indias

5. Understand the context - Building for many Indias

6. Empathise with users - Listen to what they are saying
Quantitative
- Operational metrics
- A/B
Qualitative
- User Research
- Customer calls
User
Research

7. Design : Synthesise multiple objectives
Structured nav
High Intent Users
Non-commerce
Ads
Recommendations
Helpful shortcuts
Visual Diversity

8. Personalise: Users lose interest quickly

9. Personalise: A Home Page for every user
Past Future
Predict
User Goals Biz Goals
Grow new Categories
Category specific experiences
Engagement
Conversions

10. Collaborate: bring multiple stakeholders together
Design
Other Product Teams
User
Design Language
Data Science
Modeling
Engineering
Featureeng,
scalability
Business
Business insights,
Category modeling
Insights, consistency
Our Product Team
Via A/B, Ops
metrics, user
research

11. Adapt: build capabilities to test new ideas quickly
Target an audience
Personalise message based on
user’s phone
Listen to feedback
3x higher engagement over
generic msg
Prioritise the roadmap
Build platform to create for every
phone
Hypothesis: Affordability callouts will have higher engagements

12. Takeaways
● Empathise with users
● Decision frameworks are better than decisions
● Levers help adapt to a changing market/userbase
● Experiment quickly before investing in ideas

13. Thank You!
Debnath Sinha debnath.s@flipkart.com