How to build products that meet customer needs

Transcript

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

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2. 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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4. Who are our customers?
   

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6. 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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7. 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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8. 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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9. 6 ways to build with
   the customer in mind
   

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10. Develop and socialize
    a study guide
    

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11. 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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12. Make insight gathering interactive
    

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15. Measure twice, cut once
    

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17. Build a knowledge base
    

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19. Lead a design sprint
    

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21. Test, learn, refine, measure
    

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23. 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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24. Thank you.
    aweigand@uber.com, or connect on LinkedIn
    

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