Scaling Beyond Accommodation at Speed by Booking.com VP of Product. #PRODUCTCON2021

1. www.productschool.com
Scaling Beyond Accommodation at Speed
by Booking.com VP of Product

2. CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™

3. Corporate
Training
Level up your team’s Product
Management skills

4. Free Product Management Resources
BOOKS
EVENTS
JOB PORTAL
COMMUNITIES
bit.ly/product_resources
COURSES

5. Scaling Beyond Accommodation
at Speed

6. Outline
1. Introduce myself
2. How I came to Booking.com and the challenge
3. Booking.com’s history
a. Acquisition history
b. By the numbers (all public)
4. So what’s next? Connected Trip
a. Integrate what we bought
b. Built entirely new things
5. Transaction → Customers (conversion in a session, but ARPU + CLTV (talk about Customer Equity)
6. Booking → Trip
Won’t be presented

16. 🏨

17. 🏨 + 🏠

18. 󰔨 🧳 🏖

19. PEOPLE
TAKE
TRIPS

20. ✈ 🏨 🚙 🚕
🎡

21. Booking.nl [Buy 2005]
BUILD &
BUY
Rentalcars.com [Buy 2010]
Taxis (Rideways) [Build 2015]
Attractions (Fareharbour) [Buy 2018]
Flights [Build 2019]

22. 🔮

23. _ _ _ _ _

24. 🎯_ _ _ _

25. OKRs
��

26. Bottom up and Top Down
OKRS LT Guide Rails
Cover Everything
Are User-Centric
Bi-weekly Check-ins
No Magic Tool: Google Sheets

27. 🎯😀 _ _ _

28. User Research
USER
RESEARCH
Data Science Insights
User Needs
Aligns with OKRs

29. = +
Market Research
UX Research
Customer Service
Product Analysis
Data Analysis
Commercial Analysis
Marketing Analysis
VALUE CHOICE EASE CLARITY
All
Product / Tech Commercial
Marketing CS
Brand Proof
Device
Brand
Business
All
USER
NEED
OKRs
Process: From Research to Product
Customer Research Establishing User Needs Planning & Prioritising
=
USER /
BUSINESS
IMPACT
Understanding & Evaluating
Impact
● Outcomes
● Behaviours
● Satisfaction
Mapping User Needs
Dreaming Discovering Deciding Committing
Customer Journey
Preparing
Traveling Pick-up In trip Drop off Reminiscing

30. Levels of User Needs
💬 💬
Car Rental
💬
Taxi Ride Hail
Rides
Public
Transport
Car Rental
B.cars - BX - Apps
Peace of Mind
Experience
Primary Needs
Sub Needs
💬 💬
💬 💬
💬 💬
💬 💬
💬 💬
💬 💬
💬 💬 💬
💬 💬
💬 💬
💬 💬
💬 💬
💬 💬
💬 💬
Product Families
⬇ ⬇ ⬇ ⬇ ⬇ ⬇
The core needs of users
to do a thing or reach a
goal.
Secondary or related
user needs that are
needed to achieve the
primary user need.
User Needs organised
by Product Experience

31. 🎯😀 _ _ _

32. Experimentation Tool
ET Measure the Impact of Everything
Empower Teams at Scale
Impact across Products
Impact on the Trip

33. 😭

34. 🎯😀 _ _ _

35. Single View
Customer
Data
Personalisation
Understand Context
Recommend your Trip
Customer Equity

37. 🎯😀 _ _ _

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Awesome
People

39. Agenda
1. Item title goes here
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5. Item title goes here
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40. BAM

46. 🧳 Bon Voyage

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65. Key takeaway 1
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67. Name
Job title
Meet the team
Name
Job title
Name
Job title
Name
Job title
Name
Job title

68. Name
Job title
Meet the team
Name
Job title
Name
Job title
Name
Job title
Name
Job title

69. Name
Job title
Meet the team
Name
Job title
Name
Job title
Name
Job title
Name
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Name
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Name
Job title
Name
Job title
Name
Job title
Name
Job title

70. Name
Job title
Meet the team
Name
Job title
Name
Job title
Name
Job title
Name
Job title
Name
Job title
Name
Job title
Name
Job title
Name
Job title
Name
Job title

71. Meet the team
Name team member
Job title
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72. Table slide
Header Header Header Header
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data

73. Table slide
Header Header Header Header
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data
Data Data Data Emphasized Data

74. Week highlights
Workstream Highlight Status Owner
Subject Description Not started Name
Subject Description In progress Name
Subject Description Completed Name
Upcoming milestones
Workstream Milestone Estimated date Owner
Subject Description dd/mm/yyyy Name
Subject Description dd/mm/yyyy Name
Subject Description dd/mm/yyyy Name
Risks and dependencies
Team Risk/dependency Owners
Subject Description Name
Subject Description Name
Subject Description Name
Weekly Report DD/MM/YYYY

75. Weekly Report Key accomplishments
Workstream or project name
Status Key achievements Owner
Not started Description Name
In progress Description Name
Completed Description Name
Workstream or project name
Status Key achievements Owner
Not started Description Name
In progress Description Name
Completed Description Name
Workstream or project name
Status Key achievements Owner
Not started Description Name
In progress Description Name
Completed Description Name

76. Mockup slides

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81. Column chart

82. Column chart

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85. Line chart

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