Agile Chennai 2022 Build To Delight - Strategies and Pivots for the Hybrid World Ramkumar Arumugam Principal Program Manager, Swiggy

1. Build To Delight
Strategies and Pivots for the Hybrid World
Ramkumar Arumugam
Principal Program Manager @ Swiggy

2. The World
of Hybrid
03 • Product Strategies
• Key Tenets
Trump &
Tech
04 • Who do you think was
responsible for getting Trump
elected?
Pre Pandemic
01 • Problems
• Consumer, Product, Market
Digital
Acceleration
02
• Paradigm Shift
• Products that created newer
businesses
Closing
Remarks
05 • Key Take Aways
• Q & A

3. Pre Pandemic – Problems we tried to solve…
01
Thrusts towards digital
Advent of SaaS
Omnichannel
Data for Insights
Everything is still not on Cloud
Automation
Platformization

4. Pre Pandemic – Market Needs
01
Intelligent Automation (RPA, IPA, BOTs) – Business Process
Buy online and get it from Anywhere – Supply Chain Optimization, Online
<> Offline integration,
Data products / DaaS – Quicker time to insights, Situational Awareness,
Real time response
Content and Personalization - (Insta, FB, Twitter)

5. Digital Acceleration – Paradigm Shift
02
• Digital Acceleration - An accidental byproduct of Pandemic
• The COVID-19 recovery will be digital
• Time travelled 5 years forward in just 8 weeks in consumer and business digital
adoption
https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-covid-19-recovery-will-be-digital-a-plan-for-the-first-90-days
https://www.isb.edu/en/research-thought-leadership/research-centres-institutes/centre-for-learning-and-management-practice/management-rethink/covid-19--a-boon-for-the-digital-economy-.html
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/global-surveys-of-consumer-sentiment-during-the-coronavirus-crisis

6. 02
Remote / Hybrid Work Spectrum
Digital Acceleration – Paradigm Shift
Gig Economy
Indeed* lists more than 5000+ jobs in remote category
Contingent Talent on need basis
Hybrid and remote options to continue
LinkedIn* shows more than 12000+ jobs in remote category
Borderless rich talent pool
Digipreneurs / Solopreneurs
Global Entrepreneurial Ecosystem

7. 02 Digital Acceleration – Paradigm Shift
Digital Workforce
Cost effectiveness
Intelligent Automation
https://github.com/features/copilot
AI pair programming – Github Copilot
All Things Tech
Tech Led Transformation

8. 03 The World of Hybrid – Products & Businesses
Q-commerce vs E-commerce
Digital economy powered products for user needs
Digital currency vs Physical currency
OTT vs ???
Mixed Reality vs ???
Digital Coexistance

9. 03 The World of Hybrid – Strategies
• Customer Segment than customers (micro personalization)
• Your are competing with the previous version of your product’s experience and not
the competitors
• Maintain harmony between supply, demand and social bases.
• Go beyond customer needs/satisfaction and create “WoW”
• Data and Technology at the core of the organization
• Agility not just for technology development but for product marketing too.
• Mind maps over Roadmaps – Product building is not a linear activity

10. 03 The World of Hybrid – Key Tenets
Resilience -> Reinvent for adversity
Focus on the most pressing issues
Speed is everything - > Perfection is the enemy of good
Reconcile and adapt as priorities change, low code etc
Demand / Market shaping
Identify new opportunities and become the nexus of next generation ecosystem
Right balance of tech with data to scale and drive desired results
Adoption of tech stack that can work in tandem with product
Build next generational data sets / models
Use ML data sets / models to drive consumer behaviour

11. 04 Trump and Tech
“So was Facebook responsible for Donald Trump getting elected? I think the answer is yes, but not for the reasons anyone thinks.[...] He got elected because he
ran the single best digital ad campaign I’ve ever seen from any advertiser. Period.” – Bosworth - Facebook Ads Lead
• Every Tweet is issues a call to action: Buy this hat, donate money, sign this petition,
RSVP to this rally, provide email address. Every ad looked like discounting furniture rally
• The Trump campaign spent $19.4m on 218,100 different Facebook ads in 2019
• Trump’s team ran more than 3,500 variations of the same ad
• The Trump campaign ran 5,551 ads promoting contests to win two signed hats

12. 05 Closing Remarks
• Don’t solve a problem that does not exist in the first place
• Digital First Products
• Convenience and Frictionless experience
• Customer at the heart of customer journey to avoid functional silos
• Go beyond customer expectations (Create “WoW” experience)
• Anticipate Change – Pivot (Imperfection -> better -> best) use the
right metrics to determine success. Use Data extensively.

13. 05 Closing Remarks