In the latest episode of Product Founder, we had the privilege of speaking with Asya Kuznetsova, a seasoned expert in product and growth at Wise, who transitioned from a traditional finance background into the dynamic world of product management. With years of experience building products from scratch, Asya offers a unique perspective on the intricacies of managing growth in today’s competitive landscape.

Building Products That Resonate

Asya dives into the essentials of product development, emphasizing the value of iteration and the critical role of user advocacy. In her approach, adaptability and prioritization form the cornerstone of creating solutions that not only meet customer needs but also drive sustainable growth. She shares valuable insights on how to leverage zero-code solutions to expedite development cycles, allowing teams to focus on what truly matters—delivering value to users.

Harnessing Organic Growth Through Network Effects

A significant part of the conversation revolves around organic growth strategies, particularly the impact of network effects. Asya outlines how building connections within a product’s ecosystem fosters natural expansion, creating a self-sustaining growth engine. Her expertise shines as she details the design and execution of incentivized referral programs, which motivate users to actively engage in promoting the product.

Crafting Personalized Referral Experiences

Understanding the recommendation journey is pivotal to creating referral systems that convert. Asya stresses the importance of personalizing experiences within referral programs to ensure customers feel recognized and valued. She explains how personalization enhances customer retention, driving deeper engagement and loyalty.

Asya Kuznetsova – Amir Rezaei

Combating Fraud in Referral Systems

Referral programs can be highly effective, but they come with their challenges. Asya addresses the issue of fraud prevention, sharing strategies to safeguard systems while maintaining trust and integrity. By incorporating robust measures, businesses can minimize risks and maximize the benefits of referral-driven growth.

Fintech and Edtech Trends: A Glimpse into the Future

Asya concludes by reflecting on emerging trends in fintech and edtech, providing valuable foresight into where these industries are headed. Her insights offer a wealth of knowledge for anyone navigating the complexities of product management in fast-evolving markets.

Listen to this engaging episode on the Product Founder podcast and gain actionable insights into the evolving world of product management and growth strategies.

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