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Start for freeInside Amazon's Product Management Process with Jesse Lau
Jesse Lau, a seasoned professional in the tech industry, recently shared his experiences and insights from his time as a senior product manager at Amazon, specifically working on the Kindle team. His journey through the complex landscape of product development at one of the world's largest tech companies offers a unique look at the challenges and intricacies involved.
Early Days at Kindle
Lau highlighted that when he joined the Kindle team, the device was already established, predating even the iPhone. This timing meant that early Kindle versions were developed without modern user interface benchmarks that later devices had. The initial focus was purely on reading; there wasn't even a homepage as we think of it today. It was only later that they realized the need to modernize and create a more engaging home experience akin to platforms like Netflix or Spotify.
The Lifecycle of Feature Development
One might think that introducing new features at Amazon is straightforward due to its vast resources. However, Lau clarifies that it involves meticulous planning and execution, influenced heavily by Amazon’s risk tolerance which varies across departments. In more mature sectors like Kindle, operations tend to be more cautious.
Visioning and Documentation
Amazon employs a unique approach called 'three-year visioning' as part of their planning process. This method helps set long-term goals even if they are revisited annually. When Lau took over the home team for Kindle, there was already an initial vision set by previous teams which included modernizing the homepage.
To kickstart this project, Lau drafted a Business Requirements Document (BRD), outlining customer problems and potential features to address these issues. This document also included input from tech leaders and designers, ensuring all perspectives were considered before moving forward.
The PRFAQ Methodology
A pivotal part of Amazon’s strategy is what's known as PRFAQ - Press Release Frequently Asked Questions - which forces teams to focus on customer-centric language and outcomes rather than just technical features. This method ensures that any new feature aligns closely with customer needs and speaks in terms they understand.
Challenges Along the Way
Lau shared an example involving 'subscription badging' on books available under services like Kindle Unlimited. While it seemed simple - tagging books available under subscription - it required significant backend changes due to varying customer subscriptions and catalog statuses. This feature alone took several months to implement due to its complexity but resulted in significantly improved user engagement once deployed.
Lessons Learned in Product Management
The journey through updating Kindle’s features wasn’t without its lessons. One key takeaway Lau mentioned was always having a forward-looking roadmap; something he missed setting up towards the end of his project cycle which led to challenges down the line.
The detailed recount by Jesse Lau not only sheds light on what it takes to manage products at Amazon but also serves as an invaluable resource for current and aspiring product managers everywhere.
Article created from: https://youtu.be/eSGKdPcyyxo?si=9zXvqCPNm53r4QaI
