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Customer First Creating data-driven products with a human touch by Deliveroo VP of Product

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Customer First Creating data-driven products with a human touch by Deliveroo VP of Product

  1. 1. Customer First Creating data-driven products with a human touch by Deliveroo VP of Product productschool.com
  2. 2. Your Product Management Certificate Path Certificates Product Manager Certification™ Senior Product Manager Certification™ Product Leader Certification™
  3. 3. Corporate Training Level Up Your Team Management Skills productschool.com
  4. 4. Come join us on Launch! Become part of our exclusive community Where Product People go to connect, exchange ideas and build better together! Join exclusive product community
  5. 5. Free Product Management Resources Resources Events Courses Podcasts Newsletters Communities eBooks and Reports
  6. 6. Customer First Creating data-driven products with a human touch Katie Cummings VP Product
  7. 7. 2 Where Deliveroo came from and our mission: To be the definitive online food platform SEARCH MUSIC CONSUMER HARDWARE E-COMMERCE FOOD VIDEO February 2020
  8. 8. The ^ life of a order Complex
  9. 9. 5
  10. 10. To make that happen, we need to do an insane number of calculations every second…
  11. 11. Location of the restaurant/grocer
  12. 12. Location of the restaurant/grocer
  13. 13. Location of the restaurant/grocer
  14. 14. Location of the restaurant/grocer
  15. 15. 12 Partners Riders Consumers what‘s available? At what cost? How quick and reliable is it? Flexible work Attractive Earnings Security Customer Experience Incremental Demand tools & Innovation
  16. 16. 14 Partners Consumers Riders
  17. 17. Introducing… the 3 A’s
  18. 18. Trust Anecdotes Avoid Averages Build a deep Awareness of your users and your product performance
  19. 19. Don’t fight the Anecdote, you will lose But what about when…
  20. 20. Minimize space between your entire team and your users. Why? But what should I do instead?
  21. 21. But what should I do instead? Remember, between an anecdote and data, the anecdote will win. Why?
  22. 22. But what should I do instead? Use the anecdote to get to the general, underlying problem
  23. 23. 22 Avoid Averages, they hide insights
  24. 24. 1. [about] How many times per month have you used food delivery in the last year? 2. What about the last month? 3. [for funsies] What’s your favourite order? Pause: and meet your neighbour!
  25. 25. Let us help you… discover your new favourite!
  26. 26. 26 Build a deep Awareness of your users and your product performance
  27. 27. 27 Ensure alignment of your product performance with user and business outcomes Don’t mistake features you want to build for your customers’ needs Build intuition and muscle around experimentation Build your data fluency
  28. 28. Or else? A short story of conflating service and user experience health…
  29. 29. Putting your insights into action But what should I build?!
  30. 30. 30 Align your success criteria Be bold, and bias for action Obsess over outcomes, not features What you decide to build is less important than how you approach it
  31. 31. Case Study
  32. 32. 32 Align your success criteria Be bold, and bias for action Start with your end user Anecdotes, Averages, Awareness Obsess over outcomes, not features Key takeaways
  33. 33. Thank you! Katie Cummings, VP Product

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