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Humans of Product: Serge Sed

By Leading The Product

Meet Serge Sed, Product Owner Home Base – Home Ownership at NAB.
Serge has been working with NAB for over a decade now, and first moved into a Product Owner role in 2020.

How did you get into Product Ownership?

I was always interested in solving problems by applying creative thinking. In my previous roles, I worked with our product teams and, through these dealings, became interested in what they do, how they approach problem-solving, and the delivery of improvements. After deciding to join the team as a consultant, I became increasingly interested in displaying ownership over our experiences and how we can improve our landscape with incremental value drops.

What skills do you find to be the most valuable in your role?

Collaboration, vision and communication.

How would you describe product ownership and this industry to someone who has no idea what it is?

It’s about being responsible for the roadmap of a particular product or experience, setting the vision and prioritising improvement items, and delivering value to customers and stakeholders.

What advice would you have for someone wanting to break into Product?

Realise and acknowledge that you do not have to know everything, the right questions are more powerful than having half of an answer.

Do you have a defining moment in your career or one that really made you love your job?

There are two. The first was Delivering a new pricing tool to our brokers and introducing automation into this space with the use of pre-populated data and straight-through processing.

The second was getting our Home Base platform off the ground, which is the experience facade of our Simple Home Loans Platform and what our customers see when originating a home loan post loan submission.

What is the biggest product challenge that you have overcome?

Different stakeholders will have different pain points and feedback on what needs to improve next. The most rewarding challenge I have overcome has been aligning different users toward our Home Base platform and growing our product from having a single user set to three. This means that our platform will render different levels of information based on the user but will have alignment on their experience. 

Has there been a situation where things have failed? What did you learn from that?

Change management – delivering a feature means nothing if people do not use it. I have learnt to manage the change better, do more experience hyper care and seek more feedback post go-live.

What is your favourite product?

Google Calendar / Reminders. Important dates are never missed!

On a serious front, probably Spotify. I am a massive music fan whether that is whilst driving, working or at the gym. I love the song radios and discover weekly playlists which keeps me engaged in new music and improves my ability to focus on the task at hand.

What do you enjoy doing in your spare time?

Depends on the amount of spare time I have! I love spending time with my partner and family. I am a massive fan of watching soccer and footy on the weekends, and there is a good chance you might run into me at South Melbourne Market enjoying an almond croissant from Agathe Patisserie (shameless plug) on a Sunday, or camping by a river on a long weekend.

Where do you see yourself in five years' time?

Building cool stuff and creating better experiences.

If you’re keen to meet more like-minded product folk, come and join us at LTP 2024!