In this presentation, Joris van Mens talked about what he learned from building, launching and growing a new emerging market's product at Google. He covered the process end-to-end: from early user research and growing a team, to building and shaping the product, to launching and growing the product, with a focus on the latter parts. In particular, Joris laid out the top 10 things he learned while going through this process, the things that worked great for his team and the things he'd do differently next time.

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7. Tonight’s Speaker
Joris van Mens

8. Building products for
emerging markets
Joris van Mens
Various slides adapted from Tal Oppenheimer, Nithya Sambasivan

9. Topics
●Why emerging markets
●Files Go: 5 things I learned
Joris van Mens - Building products for emerging markets

10. Joris van Mens - Building products for emerging markets
Topics
●Why emerging markets
●Files Go: 5 things I learned

11. Internet growth is happening everywhere

12. Total internet users 2016
goo.gl/iJAfRJ

13. New internet users 2016
goo.gl/iJAfRJ

14. 50-100 million
new users come online in India every year

15. > 1 billion
smartphone users from
emerging markets today

16. ●Why emerging markets
●Files Go: 5 things I learned
Joris van Mens - Building products for emerging markets

17. Confidential + Proprietary
A storage management app by Google.
Files Go
Clean Storage
- Free up space in more ways
Browse Files
- Find files faster on your phone
Share Offline
- File transfer that’s secure & fast

18. Successful launch
After 1 month:
● Rating: 4.6 (100k+
reviews)
● Installs: 10M+

19. 5 things I learned
1.Deeply understand your audience
2.Choose a Big Need major
3.Deliver joy & reward
4.Network effects = difficult
5.Rely on the team

20. 1. Understand your audience
Example research findings:
● 1/3rd run out of storage daily
● Street corner shops provide “phone cleaning” services
● Lots of “Good Morning” messages

22. > Get out with the team
> Do field interviews
> Do recruited interviews
> Immerse

23. Once launched, read through 100s of user
comments, good & bad
And if possible: reach out to them!

24. Understand how your product is being used

25. ● OK to have various features
● But hone in on 1 critical need
● Need can be technical (storage issues), psychological
(social interaction), financial (save money), etc.
2. Pick a Big Problem major

26. ● Many experiences can be made joyful
● Joyful beats boring :)
● Celebrate achievements
3. Deliver joy & reward

28. ● “Network effect” tech has a first mover advantage
● As entrant #x, it’s an uphill battle
● Possible, but be aware
4. Network effects = difficult

29. ● UX knows UX better
● Eng knows Eng better
● UXR knows UXR better
● Marketing knows Marketing better
etc.
● You = bring them together for debate
5. Rely on the team

30. Building products for
emerging markets
Joris van Mens

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