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Multiple Scrum Teams Work on the Same Product

Product Team
Collaboration

13 April, 2021

Ashutosh Dabral
Ashutosh Dabral

Chief Product & Technology Officer at Tata CLiQ

Ashutosh Dabral, Chief Product Officer at MoneyTap, describes how he found a middle ground with multiple teams while working on the same product to determine overall success.

Problem

It is no surprise that multiple product teams are working on the same product in big corporations. There remains a slight tussle that if one team optimizes something, it will impact the other team. For instance, my responsibility as the Senior Product Manager was to generate revenue, while other teams strived to create the best user experience. Looking back at the project's guidelines, if my team tried to over monetize the page, the overall user experience might have degraded.

I was asked to monetize the sports and entertainment category of the search engine page, whereby users look for concert tickets and vouchers. Initially, I received plenty of pushbacks from other teams as they believed that advertising heavily would degenerate the user experience. I had to look for ways by which we could generate revenue and keep pace with the user experience.

Actions taken

First, we solved the problem by showing the users a redesigned ad module, which blurred the boundaries between ads and information. We showed them the necessary information in the ad itself. We researched and tried to figure out some of the preliminary information that users might be looking for in an ad. My team and I ended up with the three most important information that users look into:

  • The nearby city that a concert might be happening from their location.
  • The schedule of the next few concerts that were taking place in the nearby cities.
  • The cheapest ticket price available.

Therefore, we discussed with the other teams that merging information with the ad served both purposes and was far more useful.

Subsequently, we built a module with our partner, who were the concert ticket resellers. If someone were interested in buying a ticket after looking at the three results, clicking on the module would show a virtual stadium map. What we did was simplify the user experience as well as generate revenue. The users can view the average price of the ticket before making their final purchase.

Lastly, we looked at the different search categories and tried to figure out an algorithm where the intent is for users to make a purchase. Once this was figured out, then we showed them ads. It was more about looking at the data set to identify user's clicking habits. Instead of blatantly showing ads to users when they were not planning on purchasing a ticket, we worked out the relevance of the algorithm.

Lessons learned

  • Build a product that is inclusive and suits everyone's needs. A product that adds value to the user, helps the company monetize and capitalize on the digital growth opportunities is the one that would win the market.
  • Product teams in bigger companies usually work in silos, but sometimes it is great to take a step back and think about the product from a user's perspective. A holistic view can help team members optimize their goals a step ahead.
  • It is essential to find the exact middle ground with other teams. In that way, you will be able to feel comfortable working with one another, ensuring success for the overall product or goal that everyone is working towards.

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