Product Management Final Presentation - RunKnown app

This is my final presentation for General Assembly Product Management course, which I completed in June 2018.

Transcript

1. Not your average run
2. HELLO! This is Sadie and Mike. Sadie is going to London for a long weekend with her boyfriend Mike. They’ve both brought their running kit and hope to get a run in before starting their day. Will they?
3. SADIE AND MIKE’S PROBLEM Sadie and Mike are not familiar with the neighbourhood where their hotel is located. They don’t want to spend a lot of time devising a running route on Google Maps or scrolling through Strava segments and there’s no way they’re getting on the hotel’s dreadmill. • Receive additional motivation to go for a run • Avoid crowds • Incorporate a parkrun into their visit if there’s one nearby • Avoid getting lost • Feel safe on their run • Use their run to explore sights and find places they wouldn’t otherwise Ideally, they’d also like to:
4. I want to go for a run while I’m here, but I don’t want to get lost or end up in a sketchy neighbourhood. “
5. • Turn-by-turn audio navigation ◦ GPS and clear, audible instructions result in easy-to-follow routes • Verified routes ◦ Created by people as well as data, with the experience of the run as the ultimate goal • Local information ◦ Get a list of useful information about the route before starting • Adapts to user’s location ◦ Connects current location to chosen route THE SOLUTION
6. THE MARKET Tourists Runners Tourists who are also runners SWEET SPOT
7. You get to see where you are, and notice things you wouldn't as a tourist-- nice surprises a little out of the way, like bars and shops-- and you just get a feel for the city. “
8. do British people run? How much do they travel? HOW MUCH Source: Statistica and Sports Marketing Surveys 10.5 million runners in the UK Average 1.7 trips a year per person That’s 17,800,000,000 trips made just by British runners
9. £97,000,000,000.00 is currently spent on activities when people travel? THAT’S A BIG NUMBER HOW MUCH Source: Phocuswright, 2017 Online tours and attraction gross bookings are set to more than double from £6 billion in 2015 to £15 billion by 2020
10. 90.5% of those surveyed said YES, they went for a run last time they were on holiday YES NO Did you go for a run during your last holiday?
11. COMPETITORS Direct Competitor In Similar Market; potential to add new features Offline Hotel concierges and amenities such as offered by Westin Characteristics RunKnown Advantages • Similar technology and features • Apple Watch integration • In-app analytics • Runs are curated • Audio tour guides based on user interests • Runs automatically upload to run tracking apps like Runkeeper and Strava • MapMyRun requires a desktop and time to build new routes • Highly personalised service • Social aspect: chance to meet other hotel guests • Built specifically for tourists • Offers extraordinary runs for when users are not tied to their everyday routine • No need to spend time building own routes • Fits around user’s schedule-- does not require “meeting in the lobby at 9am” for a guided run • User gets a choice of route and destination • All information about local area is available at their fingertips
12. It’s really hit-or-miss, whether a hotel concierge will be able to recommend a good running route. “
13. THE PRODUCT First Release
14. THE PRODUCT First Release Assumption: Runners who are traveling want access to existing, ready-to-run routes
15. • Run tracking apps don’t give runners a clear idea of where they’re going before they set off • Route-building services like MapMyRun are time-consuming and must be done on a desktop-- not ideal when traveling • Current options don’t account for areas that are crowded or unsafe • Run tracking apps such as Runkeeper or Strava don’t rate or feature runs based on interestingness USER BENEFITS RunKnown is quicker and easier to use to find a running route than MapMyRun or Google Maps, and tailored to runners who are somewhere for the first time.
16. VALUE PROPOSITION Guides runners to new routes quickly and conveniently Empowers tourists to run like locals Motivates runners when they’re outside their normal routine
17. Near THE ROADMAP Future Now Improve routes Better user experience Themes Increase local knowledge Create User Accounts Allow users to enter personal details and preferences, so past activities can be saved and system can be personalised Save and Edit Runs Users can save and edit completed runs Music Integration Users can sync app to iTunes, Google Music, or Spotify so that navigation works around their music Audio Navigation Voice navigation directs users along route so they don’t need to look at their phones Audio Guide Users can toggle audio tour guide on and off, to hear information about landmarks and attractions they pass GPS Capability Know where user is starting from, guide to route, and then give turn-by-turn navigation until run is completed Find and Follow Other Users Review and Rate Routes Makes it easier for runners to find routes they’ll enjoy, and allows RunKnown to create more routes based on user preferences Filter Routes by Distance, Location, and Rating User can find routes that meet their preferences and goals much quicker Basic Route Details Give high-level information about the route, such as places to avoid, what to look out for, and ticket information of destination attraction, where applicable Turn-by-turn Navigation Users are guided visually through the route Initial Routes Created and Verified All routes have been signed off by RunKnown Save and Send Photos Users who take photos on their run will be able to send them to others as well as add them to the route and saved run Find nearby parkruns See parkruns happening nearby including location and start time details Medals Users receive medals when they complete certain actions, such as completing a particular route Challenges Users can join challenges to keep them motivated Create User Profile/Dashboard Users receive medals when they complete certain actions, such as completing a particular route New City Request Users can vote for the next city RunKnown expands to Download Routes Users can download maps to use offline
18. USER STORIES EIPIC As someone who’s here for the first time, I want to go for a run without getting lost so that my run is more relaxed and I make it back in the time I’ve allotted for this run. USER STORY ACCEPTANCE CRITERIA As someone here for the first time, I want to get turn-by-turn directions as I’m running so that I know which way to go. As someone who’s here for the first time, I want to be able to turn on audio turn-by-turn navigation so that I don’t need to look at my phone while I run. As someone who’s here for the first time, I want to see a time estimate for how long my run will take so it fits into the day’s schedule. • Find user’s current location • Show entire route on map • Display each direction as user continues route • Audio navigation option toggles on and off • Next direction is given audibly as user moves through route • Voice navigation notifies user when route is complete • Show estimated time to complete chosen route (for example, 25:35 minutes) • Show estimated time that route will be completed if started now (for example, 9:12am) • Show the pace the time estimation is based on
19. USER STORIES EIPIC As a holiday traveler, I want to go for an interesting run to see sights so that I take advantage of being here. USER STORY ACCEPTANCE CRITERIA As a holiday traveler, I want to know what sights and landmarks are near my current location so I don’t miss any must-sees. As a holiday traveler, I want to be able to find a route based on what landmarks feature. As a holiday traveler, I want to be able to see ratings and reviews for routes so I can see if others found it interesting. • Show list of nearby sights and landmarks • For each route, show what sights and landmarks are visible • Filter routes based on landmarks • Search based on landmarks • Show error message if landmark searched for is not found • Enable users to rate and review routes • Display ratings and reviews • Filter routes based on ratings and reviews
20. REVENUE STREAMS NOW Partnerships • RunKnown partners with businesses to provide sponsored runs (often culminating in their location) and challenges • RunKnown partners with hotels to design running routes specific to the needs of their guests FUTURE Audio Guide Download • Audio guides for runs are created and priced individually allowing runners to access an exciting new tour whenever they’re travelling • The route itself, like running, is always free
21. WHAT DOES SUCCESS LOOK LIKE? Happiness: Users review RunKnown in App Store • Signal: Number of 4+ star reviews • Metric: Ratio of 4+ star reviews to total number of reviews • Success: 80% of reviews are 4+ stars Engagement: Users complete a route on RunKnown • Signal: Number of users and number of routes run • Metric: Ratio of total users to total routes ran • Success: 50% of users run two routes within one month Adoption: Users download and open RunKnown • Signal: Number of downloads • Metric: Ratio of total downloads to opened downloads • Success: 80% of downloads opened
22. WHAT DOES SUCCESS LOOK LIKE? Retention: Users request RunKnown in a new city • Signal: Number of requests received for new cities • Metric: Number of total users to total requests • Success: 50% of users make one request for new city Task Success: Users run a RunKnown route without getting lost • Signal: Number of completed routes and high user ratings • Metric: Feedback from survey • Success: 90% of users report they did not get lost
23. I love doing parkruns when travelling. Recently I did Dublin and Berlin! “
24. ADOPTION STRATEGY parkrun Partnership • Number of runners: 1,656,483 • Major sponsors including Vitality and London Marathon • People are becoming “parkrun tourists”, traveling to the 17 different countries parkrun now operates in By helping parkrun tourists find the closest parkrun events to where they’re staying, those runners will spread the word about RunKnown. Airbnb Partnerships Hotel Partnerships
25. ADOPTION STRATEGY Hotel Partnerships • Hotels are increasingly offering amenities like gear hire and the Westin hotel chain’s running concierge • The hotel industry is set to sustain a 5–6 percent growth throughout 2018 By partnering with hotels and creating bespoke routes for their guests to access, we’ll reach runners traveling for both business and pleasure Airbnb Partnerships parkrun Partnerships
26. ADOPTION STRATEGY Airbnb Partnership • 76% of those interviewed use Airbnb when they travel • Airbnb Experiences offer activities led by local hosts By setting up guided runs as an experience, we will be able to test routes, interest, and spread the word. Hotel Partnerships parkrun Partnerships
27. Meet Beth. She is Sadie’s mum and also a runner. When Sadie and Mike got to the Tate Modern, RunKnown prompted them to take a photo and share it. Sadie sent their selfie to Beth, which also acted as an invitation to join RunKnown. ADOPTION STRATEGY Future
28. Sadie and Mike got their run in. “It was great, I loved it. I plan to run everywhere I travel.” “I always run. I am unhappy if I don’t.”
29. Thanks! ANY QUESTIONS? You can find me at: harri.may@gmail.com @harrisuz www.harrietmay.com