Apple Store, EMEA: 2018-19

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Product manager within the Apple Store team responsible for EMEA version of the transactional EasyPay iOS app. Also responsible for managing EMEA customer and store staff user journeys and third party integrations with EasyPay across ownership, customer ID validation and finance

New ownership initiative

the business challenge asked how to get  

Tehuti response

• Facilitated business requirements workshops with internal business stakeholders and external banking partners on the new ownership initiative customer journey for product discovery, enrolment, redemption and upgrade
• Devised the mechanism for using Apple Wallet in the journeys in order for Apple ID to be the unique identifier and map it to identifiers within external systems
• Mapped business requirements to customer journeys, functional requirements and use cases
• Mapped high level data flows between EPOS app, customer validation, anti-fraud and banking systems based on ownership enrolment, redemption and upgrade customer journeys and use cases
• Wrote all user stories using BDD gherkin acceptance criteria to brief global BA and dev teams in the US

Ways to buy app within EasyPay EPOS

• Global product manager for Ways to Buy app within EasyPay which allowed store staff to present iPhone ownership purchasing, trade-in and finance eligibility options to customers in US, CN, UK, FR, ES, IT
• Collated quantitive and qualitative data usage analysis to drive business process improvement modelling
• Facilitated business requirements workshops with internal business stakeholders and championed voice of the customer within discovery and design sessions with dev teams 
• Led changes in architecture, production process, content and re-communicating in-store adoption which saw a Q1 5K total US usage improve to 372K in Q2 and 435K in Q3. The 8500% increase was praised by CEO Tim Cook.
• Coordinated new iPhone launches globally in Oct 2018 and new launches of Monthly Payments with Trade-in finance offer in US, CN and UK between Jan-March 2019
• Devised a roadmap with sliding scale of improvement options from incremental to fundamental change

Customer ID validation

• Global product manager for IDscan integration with EasyPay, which allowed store staff to scan customer IDs during loan applications or tax-free shopping transactions
• Responsible for extending the service from solely OCR to also capture and send meta-data for fraud prevention
• Facilitated business requirements workshops with internal business stakeholders, devs, testers and third party on new architectural integration, improving scan quality, scanning speed, on-screen messaging and reducing fraud
• Wrote all user stories using BDD gherkin acceptance criteria to brief global BA and dev teams in the US
• Wrote roadmap for future developments in line with future finance models for increasing ownership across Europe
• Wrote RFI framework for engaging new external partners