How to build products that meet customer needs

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Building products with the customer in mind Adam Weigand, Sr. Product Marketing Manager

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Uber’s Global Marketplace 100M Monthly active platform users 4M+ Active earners globally 26B Miles traveled on Uber in 2018 7B+ Trips annual run-rate 700 Cities across 65 countries on 6 continents #87 On Interbrand’s 100 best global brands

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Who are our customers?

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We are left-brained and right-brained We are the voice of the user to product, and the voice of the product to users We build for business impact and scale Uber PMM Values

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Who is it for? Uber Product Marketing Approach What value does it deliver? How will users discover it? INSIGHTS & DEFINITION GO TO MARKET STRATEGY How to Drive Adoption? LAUNCH GROW PRD PLAYBOOK IDEA

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Describes the motivations, sentiment, or behavior behind an observation. Behavioral Describes an observation, fact, sentiment, or statistic at the market (rather than individual) level. Market Describes reactions to a specific screen, app, or interface. Usability What is an insight at Uber?

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6 ways to build with the customer in mind

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Develop and socialize a study guide

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Describes the motivations, sentiment, or behavior behind an observation. Methodologies Team Recruitment Logistics Describes the motivations, sentiment, or behavior behind an observation. Objectives Describes the motivations, sentiment, or behavior behind an observation. Themes

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Make insight gathering interactive

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Measure twice, cut once

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Build a knowledge base

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Lead a design sprint

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Test, learn, refine, measure

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Make insight gathering interactive Develop and socialize a study guide Measure twice, cut once 6 ways to build with the customer in mind Lead a design sprint Build a knowledge base Test, learn, refine, measure

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Thank you. [email protected], or connect on LinkedIn