Udacity Nanodegree Product Manager - Project. Deliver to market

1. DOORDASH
Product Launch
Product Manager: Benjamin Hülsen

2. Backlog

3. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Background
Doordash is looking to automate food delivery using self-driving robots for
trips that are less than 2 miles in order to reduce its operating costs and
provide more reliable delivery times for the +800,000 order per day. The long
term goal is that these delivery drones will navigate through sidewalks fully
autonomously.
Problem
Because mapping more than 3,000 cities in the US is a very complex task,
there may be times when manual intervention will be required. Nevertheless,
the opportunity to start robot delivery early on, collecting insights and being
able to improve iteratively, should not be missed.
Goals
To develop a software tool for the operations team-- to view status of
deliveries and remotely take control of robots that need intervention.
Build a system that is usable for daily business and updatable frequently to
get closer to the goal of autonomous delivery.
PRD
DRAFT
STATUS:
Background
Problem
Goals
Success Metrics
Target Market & Competitors
Competitors
Pre-Launch Checklist
After Launch activities
Key Features
Final

4. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Success Metrics
Customer Satisfaction, Employee Satisfaction, Time from order to delivery,
operator intervention per 100 deliveries, incident to solution time, total refunds
Scope
MVP: GPS localization, live video streaming, remote control, collecting data,
(for autonomous driving AI)
Target Market
The total adressable market in the U.S. in 2019 is >128.000 households
(statista) due to pandamic constraints. The feature is meant to be a unique for
DoorDash and will allow the company to grow the market share up to 80%.
PRD
STATUS:
Final

5. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Competitors 2019
PRD
STATUS:
Final
Revenue: §1.9 billion | Profit: - | US Market: 36% with Postmates
Monthly Users: 21 million | Gross Bookings: $14.5 billion
Feature: has used Uber drivers for delivery in the past
Revenue: §1.3 billion | Profit: §18 million | US Market: 20%
Monthly Users: 22.6 million | Gross Bookings: $5.9 billion
Feature: with Just-Eat Takeaway the biggest food delivery operator
https://www.businessofapps.com/data/grubhub-statistics/
https://www.businessofapps.com/data/uber-eats-statistics/

6. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Pre-Launch Checklist
Give teams enough time to get approvals, prepare communications and do the
necessary training. Inform teams every time a feature is added to the product.
Talk to Marketing about
> Our value proposition.
> How our product solves the user's problem.
> Our product vs. competitor's products.
Talk to Customer Support
> Give product overview.
> Ask about tools to build to help the team debug issues for users.
> State known bugs.
Talk to Engineering
> Are there any known bugs?
> Are there situations to avoid?
> Are there workarounds we should know about?
Legal
> Give brief description of our service and wait for feedback.
Sales
> State revenue goal.
> Ask for feedback on pricing strategy.
Talk to relevant Stakeholders about possible impact to them
Prepare Launch Email
PRD
STATUS:
Final
Engineering
Legal
Sales

7. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Pricing Strategy, Revenue and Potential
STATUS:
Final
Pricing Strategy
1. Voucher for trying drone delivery
We will offer discounts in the beginning, since customer have to change
behavior and leave their houses. The goal is to move 97% of the customer
to drone delivery before shutting down the regular service.
2. Lower Price
Drone delivery will cut operational costs. We will be able to offer delivery 90%
cheaper than normal delivery. This will grow our market share up to 60%.
3. DashPass
The subscription service offers unlimited deliveries and will only be available
for drone delivery. The goal is to make customer volunteer to shift to it.
Revenue Goal
The goal is to increase revenue by 30% in the first year. The second year revenue
needs to grow an additonal 50% to reach breakeven of the development costs.
The third year lets us double our revenue of the second year due to easier scalibility.
Potential Analysis
For the long haul, we are planning to build a DoorDash Operator Simulation game.
The game will be freemium and should stand on its own - as a game and finacially.
It will let us evaluate future operators and therefore reduces training costs by 70 %.

8. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Iterate Product After Launch
STATUS:
Final
A/B testing:
The DoorDash Operations team will be split in 3 parts. One for refernce, one
with updated User Interface and one with newbies, that are trained differntly.
The tester will implement updates nevertheless. If the reference group improves
after another 5 weeks it is because of a software/hardware issue. You can still
see if the other solutions had impact by comparing to the latest reference group
results. Metrics will be again issues per delivery.
My hypothesis is that UI needs improvement, so the operation team will not be
able to miss malfunction.
Proposed Solution:
An UX Designer will observe the operations team.
The UI is probably not applicable. Furthermore, a
Tester will check if the robots and software send
notification everytime a malfunction happens. The
Support team has to update the training material to
raise awareness.

9. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Iterate Product After Launch
STATUS:
Final
Acquisition Channels for Operators
1. Deliverers App
Each riders has to use the app. An ad is showing up when starting the app and
informs about switching careers form being a rider to becoming an drone
operator.
2. Advertisements within Games Industry
Since the DoorDash Operator Software has a lot in common with simulation
games it is reasonable to show ads within these games and having a promotion
stand at the E3 .
3. Flyer with delivery
The simplest way for us to promote drone delivery and attract new operators to
DoorDash is to put advertisement brochures to each delivery.
Anticipate Risks
1. Hardware Problems: The drones have not been used in daily business. Design
flaws will surface. A certain number of breakdowns will set deliveries at risk.
We have to provide enough spare drones and bike riders to step in.
2. Software Problems: These types of problemes are not always obvious and can
be very time consuming to fix. The worst case would be a complete blackout.
We need the lead developers of the system and a reboot strategy.
3. Customers: Customer could be afraid of riders losing their jobs or delivery
failures. The marketing team is in charge of running an promotional campaign.

10. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Key Features
STATUS:
Final
Bonus Program
A bonus program for drone operators will ensure a efficient delivery process.
Rewarded will be each delivery, problem solving time and deliveries per hour.
User can see their achievements by clicking on in the side panel.
Flubber Battery 71%
Contact Customer
Call Mechanic
Reboot
Collaborate
Some problems seem to be huge, when in fact you just a litte hint is required.
Everybody needs a helping hand ervery now and then. And for that reason a chat
function is implemented. Just click on the chat icon and start asking the
community.
Contact the Customer
Their is a automated process to keep the customer updated about the delivery.
Nevertheless, in case the user needs to reach out to
the customer, it can easily be done be clicking on
the drone in GPS view - a option will pop up.
Contact data is gethered during registration and
automatically provided after the the order.

11. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Rerouting v1
Key features 1: Food temperature.
Get the ordered food delivered at the perfect temperature.
Food temperature is crucial for the experience and taste.
The restaurant selects the temperature for the delivery.
The Scotty robot can adjust the inner temperature, so that ice
creme will be delivered cold and soup will be hot.
Get the food delivered at the perfect condition.
No refunds because of damaged food.
The customer gets delicious looking food.
The robots inner gyroscope will prevent food from spilling.
Uncertain delivery time frustrates.
Improve customer satisfaction, less customer support.
The customer can check on the drone.
Accurate GPS localization and improved arrival time algorithm.
Marketing Guide
STATUS:
Final
Product Positioning for Customer
User Challenge:
Benefit:
Goal:
Initiative:
User Challenge:
Benefit:
Goal:
Initiative:
User Challenge:
Benefit:
Goal:
Initiative:
Key features 2: No Spilling.
Key features 3: Accurate arriaval time.
All features are provided without explicitly looking for them

12. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Sales and Customer Support Guide
STATUS:
Final
Rerouting v1
Key features 1: Live Video Streaming.
Seeing the situation the drone is in.
Lets the user solve problems remotley.
See the streets while remote controling the drone through it.
Klick on a drone and you get to the Video Streaming panels.
Knowing exactly where each drone is.
The operator always has an overview of all drones.
Send support to the drone if problem cannot be solved remotely.
Open the view by klicking on city or operators name.
Get a feeling for the situation.
Provides more information to the operator.
Helps the operator navigating through difficult terrain.
Sensor feedback is automatically shown when remote control
is started.
Key features 2: GPS.
Key features 3: Sensors.
Challenge:
Benefit:
Use:
Where:
Challenge:
Benefit:
Use:
Where:
Challenge:
Benefit:
Goal:
Where:
Key Features of the Product:
All features are essential for autonomous driving and can be accessed by the
operations team.

13. Marketing

14. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Strategy Guide
Background
The largest cost drivers, the biggest quality risks and scalability holdbacks are
the food deliverer. Delivery robots will give the company full control over the core
service, while reducing depandencies.
The goal of the product is to fully automatize the delivery service. This is
controlled by a team using DoorDash Operator Software.
Market background
The whole US market is split by 4 food delivery companies, Grubhub, UberEats,
PostMates and DoorDash. All of them having trouble to find reliable drivers,
which results in the biggest issues: refunds because of spilled/cold food, as well as
complaints about delivery time and drivers not coming to work because of
weather conditions. Target audience #1: the customer that wants best delivery
service, like warm food, not spilled - at any time or weather condition. And target
audience #2 food deliver - the same job becomes less troublesome compared to
the competitors that are still use human driven bikes and cars.
for Marketing and Pricing
STATUS:
Background
Market Background
Product Background and Positioning
Final

15. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Strategy Guide
Acquisition Channels for Customer
1. Corporate Identity for the drone.
Since the drone will be seen all over the city it will be the cheapest and easiest
way for us to attract attention.
2. TV ad, digital billboards and Instagram
Self-driving robots will make people curious. Showing the cute litte robot move
will make people want to get to know the robot.
3. Recommendation
Customer will get a $15 Voucher for each new customer they have invited.
It will lower the hurdle to try the service for new customers.
for Marketing and Pricing
STATUS:
Background
Market Background
Product Background and Positioning
Final

16. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Strategy Guide
Product Background and Positioning
The service avialibility will be calculated depending on the drones in current use.
If drones are avialible user can choose drone delivery on the food order check
out. That way we keep drone delivery exciting and customers curious, plus we
will be able to manage technical challenges more carefully. With growing drone
numbers the service will be preselected.
for Marketing and Pricing
STATUS:
Background
Market Background
Product Background and Positioning
Final

17. Support

18. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Training Guide
Background
Autonomous driving is not ready for day-to-day usage. A lot of big tech companies
are working on it, but regular traffic seems to be to complex. For now self driving
means assistant driving and it will need human intervention from time to time.
But the less a operator has to interact with one robot, the more robots the
operator will be able to control. This will lead to more deliveries per operator and
will decrease the total operation costs. The DoorDash Drone Operator Software
will allow one operator to handle up to 16 delivery drones. In the near future
human interaction is only needed to pilote the drones around difficult obsticles
and resume it to autonomous driving.
Market background
The change will not be much of challenge for the customer. Thats why we are
focusing on hiring good drone operators. A big part of the DoorDash Drone
Operator Software is gamification to keep the employees concentrated. The
drones are operating in the cities and we need responsible people for that. The
ideal operator is 23-50 years old, is responsible for pets or takes care of children
and is used to computer games like simulation/strategy games. Today, every
second US citizen plays video games on a regular basis. That means a lot of
potential drone operators. The best way to get in contact with the right people
would be an free game version of the DoorDash Drone Operator Software and ads
at the common video game retailers. Our competitors are simulation games.
for Sales and Customer Support
STATUS:
Background
Market Background
Product Background
Pricing
Final

19. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Training Guide
Product Background:
The delivery job will become like a computer game. Deliverer sit at home and use
the latest AR and RC technology. The slogen for acquiring new food deliver will be:
“Unchallenged by bots? Can you handle the real world?” The DoorDash Drone
Operator Software is painless to learn - ideal for an easy job entry, that offers a
flexible lifestyle.
for Sales and Customer Support
STATUS:
Background
Market Background
Product Background
Pricing
Final
Operator: BenCologne
Caution
John 875

20. User Guide

21. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
User Guide
Background:
You solve the situations the drones can not handle itself. As an operator you
take over the control, navigate the drone to easier terrain and start autonomous
drivning again. Its similar to playing a video game, but you are getting paid for it.
Working as an operator is fun and only as stressful as you want it to be.
You get a bonous for every incident you solve.
for Sales and Customer Support
STATUS:
Background
Details
Key features
Final
Operator: BenCologne
Charging 82%
Charging 56%
Charging 23%
Trinity
Alpha
Max_B
John 8 Omega
Eve 357 Skywalker
Flubber
Neo 5Eve 553
Carl 133 John 875 John 2223
Frank 11
John 13
Cookie
Successful
Caution Caution
Caution
Details:
Overview
Shows all the drones you are
responsible for this shift. See where
they are and how they are doing.
Just tab on your name to get to the
overview.

22. PM: Benjamin Hülsen
UX: Pat Pixels
EM: Casey Code
DS: Noel Numbers
Take Control
In case of an incident, the overview
shows you the “Caution” notification.
Klick on it to see the situation. You
switch and rotate the cameras.
Tab on Take Control and navigate
the drone into easier terrain.
Achievements
Tab on the award icon to see how
many problems you have solved.
Based on your achievements you
will be rewarded with a bonus salary.
for Sales and Customer Support
STATUS:
Background
Details
Key features
Final
User Guide
Operator: BenCologne
Operator: BenCologne
Achievements September 2020
Next Bonus
3000
9.5 s
4:30 min
Current
Successful Deliveries:
Average Response Time:
Average Problem Resolution Time:
2865
10 s
5:34 min
Operator: BenCologne
Caution
Take Control
John 875

23. DOORDASH
Product Launch
Product Manager: Benjamin Hülsen

24. Launch

25. The DoorDash Drone OperatorSoftware
Dearall,
we areveryexcited to conquerautomomous delivery!
Itwill be the fastest, safest and most reliablewayto handle deliveries. Furthermore, autonomous drones are capable ofscaling up our
core business tremendously.
As first stepwewill launch the re-routing app on the upcoming November4th. The app lets
us tightlyobserve the drones and take overcontrole in case ofan incident. Wewill be able to start autonomous deliveryearlyon,
collecting lots ofdata,which allows us to improve the KI, and make it more reliable.
The goal is to establish a fullyautonomous deliveryservicewith as less human interaction as possible.
Drone operationwill start in Boulder, Co. Nextyearwill launch in 12 more cities.And by2025wewill offerthe service in all 50 states,
including big cities like NewYork Cityand LosAngeles.
Launch Email

26. Benjamin Hülsen
Head of Innovation
On behalf of the team: Pat Pixels, Casey Code and Noel Number,
you are invited to celebrate the launch at 7 p.m. at the roof top.
Please feel free to join us!
Launch Email
Drones
100
2020 2025
20000
Year