WORK EXAMPLES - stevelozano.costevelozano.co/Work Examples 2019.pdf · What would be your strategy...

WORK EXAMPLES

Spot Open – https://angel.co/company/spotopen - SaaS platform marketing last minute hospitality appointments via social media. (Closed project) GameChangr – https://dota2.becomethegamer.com/ - Video game coaching marketplace pivoted into a Dota2 drafting tool. Farm Track – https://farmtracktech.com/ - Calf-Cow Data Collection app GetMyBoat – https://www.getmyboat.com/ - Boat Sharing Marketplace. Pray4EveryHome – https://www.pray4everyhome.org/ - Geospatial Religious Praying Platform. TexasPreps – College Football Recruiting (See designs below) Law Pilot – https://www.lawpilot.com/ - Immigration Law SaaS Platform. Mobile Truck Repair App –Dispatch, Work logs, Inventory, Reporting tool. (Enterprise app – not public) Sseko Designs – https://ssekodesigns.com/ - Network marketing Data & Analytics platform for E-Commerce. (Backend Sales management tools) Ezlynx – https://www.ezlynx.com/ - Insurance Rating & SaaS platform for independent insurance agents. (Some work examples below – SaaS products) Lavu - https://lavu.com/ - cloud-based point of sale system supporting various types of restaurants with a backend management system. (SaaS products)

https://angel.co/company/spotopen

https://dota2.becomethegamer.com/

https://farmtracktech.com/

https://www.getmyboat.com/

https://www.pray4everyhome.org/

https://www.lawpilot.com/

https://ssekodesigns.com/

https://www.ezlynx.com/

https://lavu.com/

Steve Lozano Product Manager

972.391.3616 [email protected] linkedin.com/in/SteveLR/ 2

Asset Management

mailto:[email protected]

https://www.linkedin.com/in/jeremyistewart



Submission Center





College Football Recruiting – Design





Design Challenge

Q. Design an App, and submit your proposal! As a Product Manager, you have the mission of designing an attractive mobile application targeted for students. Your goal is to encourage them to manage their monthly budget (for example: savings for goals such as events they want to attend or purchases they want to make). Do not forget to include user analysis and any other analysis that is essential to the development of this digital product (attach design and analysis). What would be your strategy to raise awareness of the app? Give a detailed description of the plan. Business Case:

Problem and Opportunity

Current brick & mortar banks/credit unions do not provide an accessible/frictionless goal setting/budget management tool in their app(s). 63% people use banks, 32% use credit unions, 22 percent use online banks.

Market Landscape

Money is something everyone cares about, but not everyone understands. On a basic level, financial apps should help users demystify how they’re earning money, where it’s going, and if it’s growing. Long ago, we needed financial advisors, accountants, bankers, and bookkeepers to properly track our income and expenditures. Today, finance apps are making us smarter with our wealth by providing all the information people need to make informed decisions in the palm of their hand. Generation Z & Millennial comprise of 62% of the human population now, nearly 45% have student debt. Of those 45% - student debt comprises 69% of their total debt. Students need a way to better plan and manage their finances beyond a traditional chequing account.

1.29B students worldwide - 17% world population

56.6M Elementary/Middle/High School in the US

19.9M Students in Universities/College Worldwide

After a few years of concern, states like Kentucky are passing laws requiring students to take courses or programs that meet state financial literacy standards. Programs such as Jumpstart Coalition for Personal Financial Literacy, a non-profit aims to increase financial literacy programs by 25% by 2025.

Competitive landscape (Top 15) Budget Simple (Web) Mint (Web/Mobile) Yoddle (Web) You Need a Budget (Web) Spendee (Mobile) Level (Mobile) Expensify (Web) Budget (Mobile) Dollarbird (Web/iOS) Pocket Expense (Web/iOS) Expense Manager (Android) One Touch Expenser (Android) Toshi Finance (Web/Mobile) Moneywise (Android) Budget Boss (iOS)





Risk/Assumption

Most banks offer a budget management tool online. There’s a large amount of direct and in-direct competition, would need to differentiate based on autonomy, ease of use, and social good. Need to evaluate market assumptions. Possible Compliance regulations connecting to bank accounts.

Revenue Model Freemium with Subscription enhancements, % of transactions.

Market Needs

Primary goal of the app is to encourage and enable students to manage their monthly budget & create personal goals. This product is directed to current or past college students. Students who are trying to manage the cost of living with debt. This is for the students who work in the gig economy/part-time or full time who are trying to balance the cost of living in larger cities. This is a common occurrence for 72.9% of working students.

Customer Journey

Awareness - Search, Social, Financial Literacy programs, Parents

Research/Compare - Create a personalized experience for the user, pre-created templates for the user, easy setup to attract the user when first looking. Great UX is a must.

Choose/Purchase - Bank/Credit account is connected, Value add of the subscription must provide a larger value than it costs. Provide multiple low-cost subscription models.

Use - Provide a detailed view of the users purchase habits, value-add communication with the user to help them achieve their goals/budgets.

Help/Complaint - Understand the use case, and understand the reason why the user didn’t not find value. What questions do they have that aren’t answered in the solution? Provide solutions for them.

Loyalty - Build relationships with the customers, provide solutions for them to accomplish their goals with strategic budget planning. Students should be set up for success - lowering debt, increasing savings, accomplishing goals. Creating happiness & turning customers into advocates.

Initial Product Overview [High Level] Bank Functions:

• Add Bank/Credit Card

• Deposit

• Auto Deposit

• Check Deposit

• Round-up

• Withdraw

• Auto Withdraw Create Goals

• Create multiple goals

• Auto Deposit

• Flat

• Percentage

• Social Goals (FI)

• Public

• Friends

• Private Progress Bar

• Goal Details Goal History





• Date Stamp Activity

• Transaction Data Create Budget

• Select Type

• Set Budget Amount Budget States

• Under

• Even

• Over Account Insights

• Categorized spending

• Sort

• Weekly

• Monthly

• Yearly Notifications

• Enable/Disable

• Budgets

• Even

• Over

• Goals

• Reached

• Under

• Over

• Social Goals

• Friends Account

• Transaction History

• Name Tag

• Name First/Last

• Bank/Card

• Phone

• Email

• Address

• Link Bank/Credit Card Support

• Support Ticket/Email Security

• Enable Touch

Market Strategy: Market Analysis - The current market is comprised of traditional brick and mortar banks, online banks, and ancillary financial products. The ancillary financial products range from goal settings, to smart transactions. Primary focus on tools for the account holder.

Product Offering - Goal Setting, and Visibility into spending habits (Budgets).

Branding and messaging - Focus would need to be on school programs, financial organizations geared toward youth such as Step Bank. Needs to be correlated to financial literacy, and reducing student debt. This is to gain as much public exposure as possible. This would position the product as the student financial literacy tool, rather than just a goal setting/budgeter. Sell the Why/Story.





Customer Acquisition - Once we have users, we can then retain them with in-app marketing techniques and crowd-funding campaigns created by users. inviting their friends to partake & donate - can give a referral payout.

Channels - Video/Imagery on Instagram/Facebook & LinkedIn ads. Partner with colleges, and student loan programs.

Targeted Personas

Too-Busy-To Budget The modern working student has too much to do, too much going on to keep track of receipts and purchases. These users are most at risk of overspending or inadvertently wasting money simply because they’re not tracking what they’re buying.

User Segment All users who have more than 20 account transactions per week, have visited your app’s budget screen, and set up budget goals. Identify Profile attributes like income bracket, age group, and family size.

Campaigns to Run

Push Message: “You’re about to go over your X budget! See how close you are.”

• Send a push alert as people in this segment get close to exceeding their food, entertainment, shopping, etc. budget so they can control their spending

In-App Message: “Looks like you haven’t created a budget yet. Let’s make one together.”

• If these users haven’t entered in budget amounts, trigger an in-app message the next time they are in your app with a call-to-action pointing them to a quick tutorial

Push/In-App Message: “Here’s an overview of your monthly spending. Click to see where you were under or over.”

• When the weekly/monthly budget timeframe ends, send a push or in-app message to this group that links to each user’s spending statement

• Summarize how they did, congratulate them on sticking to their goals, and if they went over-budget, provide suggestions, tips, and adjustments for the next cycle

Average Student This group of people has everyday financial needs such as tracking cash flow. Their main goal is to use the app to make money chores and tasks easier.

User Segment All users who have connected a bank account to your app, have at least one app session per week, and have enabled push messaging.

Campaigns to Run

Push Message: “You just got paid! View your account balances.”

• Let users know when major in-app events take place – like getting paid or receiving a bill

Push Message: “Looks like you don’t have a vacation goal set. Let’s make one together.” And/Or “Your friend/cause just made a goal to [insert goal title]. Let’s find out how they are doing”.

• If these users haven’t created a goal, trigger an in-app message the next time they are in the app with a call-to-action point them to a quick tutorial.

In-App Message: “New Feature Spotlight! Did you know you can create public goals for people to help with? Click here to learn more."

• Use instructional popups to show casual app explorers how to easily carry out common financial transactions in-app (reduce their need to travel for simple tasks!)





High level design overview

Q. An important part of proper product management is to participate in the discovery stage of Digital Products. Imagine the objective is to boost the sales of an insurance company. This discovery stage lasts 4 weeks, of which 2 consist of work sessions with at least 30 or 40 company stakeholders (managers, leaders and operational positions). You have 3 weeks before the Discovery begins to create an agenda with the client's PM. You start to notice that the preparation is not moving forward fast enough. What would be the tactical and strategic steps to achieve the objective in a timely manner, e.g. convincing, getting materials, using force, sending invitations, escalating issues, among other actions. The simple answer - Create a to do list. I’m quite pragmatic when it comes to conflict or process improvements. I also haven’t been in a situation yet where discovery was with 30-40 people. My experience has been with smaller teams within an organization. Or the organization being the team. In Theory - From the scenario we have an agenda, if things aren’t moving fast enough - we need to identify the blockers that are causing the slow down. Once we know the root causes - we can then work with the person(s) to unblock/speed the process up.

In Practice - This simplified approach depends if you have organizational autonomy, such if resources need to be re-allocated or if a collaboration tool is needed to help manage communication. If you don’t have organizational autonomy - you need to follow up with the correct correspondents with planned solutions & outcomes that address the challenges, you are currently facing.





Q. Accept the challenge! As a Project Manager, you accept the challenge of developing and implementing a web product for a client. To achieve this they assign you a totally new team. What would be the action plan that you would carry out so that the team matures quickly and has continuous improvement? *

At the beginning of any new endeavor/project as a team we need to define why we are here, what we want to accomplish, and if there’s any pitfalls we want to avoid. This can be done through OKR’s or another objective goal setting technique. The important pieces are to establish the baseline, the starting point, and give shape to “Why”.

From here we can plan improvements, such as setting team goals. Put actions in place to try to achieve those goals. Measure our progress/success. And adjust our technique/solutions along the way to achieve the desirable outcome. Scrum handles this well with Sprint goals & Retrospectives.

Q. Tell us your techniques! How would you work with the client and manage the time to define a minimum viable product (MVP) within 5 months, in which you are asked to take on 3 simultaneous products (an application, website and flight booker) for an airline.

In all 3 products we need to adopt a lean process to explore options and build rapid prototype solutions. The time needed to go through this process depends on the complexity of the product and type. Core, Adjacent or Disruptive. Typically, I look at the outcomes that a project wants to achieve and ask why we need all of the extra. From there plan out the work required in time boxed events.

Research - Define - Ideate - Design - Refine - Build

Research & Define Phase: Research phase involves understanding the problem, solutions, customer, business model, vision, journey, and ultimately the users. Identifying - What is this, Why we need this, How people will use this.

Tools: Business Model Canvas/Product Vision Canvas/User Journey/Empathy Mapping/User Research

What - We need to define what we are trying to accomplish. Example - We want users to be able to book the airlines flight from an app and/or website with a flight booker service.

Why - We need to define the underlying reasons why we need to build this. Example - Agents have a difficult time upselling flights, Not really good at “add-ons”, understanding users flight patterns, difficulties to scale service to 3rd party tools. Slow process for users to currently book flights with Agents.

How - How will people use this? Example - User can download an app or visit the website to book a flight using this service. 3rd parties can use the booker service to send account details and purchase a ticket.

Once we understand our product vision, the goals we are trying to accomplish, and how people currently operate. We can then focus on our core objective/problem. Example - Millenials who want to travel need a flight booker from an app and/or website because they want an easier, faster, more convenient way to book flights on the go (mobile).

Ideate

There’s a number of ways to manage brainstorming, mind-mapping, and whiteboarding sessions. Any preferred technique to understand the flow, relationships, user experience, and overarching solution. The important part is to time box the event and select a solution to validate. Once we’ve selected and validated the solution and looked at major edge cases - build a quick prototype.





Prototyping & Testing (Refine)

Low-Fidelity is a great way to get initial feedback from key stakeholders where-as high-fidelity prototypes are better for customers facing sessions such as usability testing. At this stage we are looking for gaps in our solution, and/or for us to learn about the expectations of reality. It’s important to document feedback and understand if they are needed or nice-to-haves. Once we have the data to reduce the risk of building/coding the solution - we can then start building.

Often when talking to clients during this phase - we’ll get future requests or enhancements that could be made to fit their specific needs. Categorize these into Core, and Edge features depending on popularity. This will help plan out a roadmap.

Build

Once we have the solution defined, tested, validated we can then code. Create Epics/User Stories and work with the engineering team to create a scalable solution. It’s also good to talk about future roadmap during this phase so the team can plan accordingly - understanding dependencies needed for future features.



WORK EXAMPLES - stevelozano.costevelozano.co/Work Examples 2019.pdf · What would be your strategy...

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