Dmytro Petryk: Керування глобальним продуктом на локальних ринках (UA) Kyiv Project Management Day 2023 Website – www.pmday.org Youtube – https://www.youtube.com/startuplviv FB – https://www.facebook.com/pmdayconference

1. How to manage the
global product on the
local markets
Dmytro Petryk

2. About Me
● 12+ years in IT
● 5+ years in product
management
● Currently managing Bolt
Food Eater experience

3. We are hiring!

4. Cities built for people, not cars

5. Five core products
Rentals
260,000 scooters
in 25 countries
Rides
3.5+ million drivers
in 45 countries
Delivery
30,000+ restaurants
in 20 countries
Drive
Available in
4 countries
Market
Fast grocery
delivery

6. Bolt Food
● Built on the principle of efficiency
using our learnings from
ride-hailing
● Available in 35,000+ restaurants
across Europe and Africa

8. Bits & atoms 📱
User app Courier app Merchant app
+Admin, Merchant Portal

9. Product vs Local markets

10. 150+ million
customers
500+ cities
across 45 countries
3000+
employees

11. Localization
● Translations & payments - must
● Visual communication - nice to have
● Functional specifics - depends on ROI

12. 12
The localization of the user
experience plays a pivotal role in
widespread adoption and is a key
competitive advantage.
● Careem, Rappi, WeChat, and Grab leverage localized
payment experiences to extend their reach to previously
untapped audiences.
● WeChat and Uber adapt to device and connectivity
limitations by providing alternative user experiences to
lower the barrier to entry to the app usage
● Grab and Careem build an emotional connection with
the local audiences by using local elements in their UI
On Grab when drivers
don’t have change, riders
can cash in and top up
their credits to use it on
another ride.
*These images have been taken from an
online source. Some UI may have changed
since but the feature remains. Careem - Order ride
Careem incorporates
local expressions like
“Yalla” (Let’s Go!) as a
key CTA
Bolt User Research - Proprietary and Confidential Information
Building Value Propositions

13. 13
Why are there such differences between East vs West Interfaces?
Context about Information Architecture
Bolt User Research - Proprietary and Confidential Information
Decreasing information density →
MeiTuan
(China)
690 Million
MAU
Paytm
(India)
110 Million
MAU
Gojek
(Indonesia)
Grab
(South-East Asia)
Naver
(Korea)
Line
(Japan, Taiwan,
Thailand)
CTrip
(China)
200 Million
MAU
[UX Writing feature]

14. Local Regulations
Make sure legal counsel is your best buddy

15. How local regulations look in practice

16. How local regulations look in product

17. Measure local impact
● A/B test results per market may differ
● You may not have global stat significance, but observed stat
significance on target market
● Globally feature may be beneficial, but harmful for some
markets

19. Courier tips share per order %

20. Cases

21. Menu case
● Problem: Drop of the orders in
particular country
● Solution:
○ Slice funnel by specific
restaurants
● Insight: Incorrect setup of
option groups on the local level

22. Stolen orders in South
Africa case
● Problem In South Africa we have
high % of not delivered orders.
● Solution Ask to take photo upon
delivery
● Insight - we need to think if the
ROI of the feature will cover rest
of the markets

23. Failed rides and
deliveries case
● Problem Drivers and couriers
constantly passed the orders in
Dnipro and got banned
● Solution: In progress
● Main outcome - Central CS not
always can handle local context

24. Teamwork

25. TOGETHER
● Keeping the lights on
● Growing a sustainable business
Product
● Business Model Discovery
● Business Model Evolution
● Scaling Support
● Efficiency Support
Operations
● Business Scaling
● Business Efficiency
● Discovery Support
● Evolution Support
Central operations, Country manager,
Sales, Courier operations, Merchant operations

26. Local team
● Your best partner in
launching features
● Valuable insight holder
● One of the key product
discovery drivers
Food delivery case

27. Local product PR

28. Collaboration is a key to success
1. Provide as
much context as
possible. Don’t be
afraid to
overcommunicate
2. Make sure
everyone is
aligned around
timeline
3. Collect
feedback during
all stages of the
rollout

29. Questions? 🙏
Add me
https://www.linkedin.com/in/dmytro-petryk/