From Launch to Hypergrowth: How to Optimize Product Touchpoints to Provide Value with TripActions | Nina Herold, EVP and General Manager of Travel @TripActions
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From ride sharing to home streaming, successful disruptors are those that have identified an unfulfilled need or unresolved pain point and built solutions to address those gaps. But the best disruptors take it further — identifying touchpoints and micro-interactions that create friction for users to create seamless experiences. TripActions’ Head of Travel, Nina Herold, will explore the tactics her and her team employ to stay connected to customers throughout the product experience and how you can employ the same tools to provide product value from initial launch to hyper scaling mode.
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From Launch to Hypergrowth: How to Optimize Product Touchpoints to Provide Value with TripActions | Nina Herold, EVP and General Manager of Travel @TripActions
- 3. Today’s employees expect convenience & instant gratification
- 4. Legacy User
- 5. Legacy User
- 6. For every 100 trips, it costs employees: 100 hrs to book and manage travel 100 hrs to submit, review, and reconcile expenses $10,800
- 7. Map Out the Product Touchpoints Start End
- 9. We’re constantly gut-checking… What causes the most pain New pain points before they arise The competitive landscape The current environment
- 10. …and then we start again → ←
- 15. The takeaway
- 16. IDENTIFY FRAME SOLVE ALIGN Look out for gaps in the legacy market Map out product touchpoints & optimize Be ruthless about pain points Stay true to your core value prop
- 17. IDENTIFY FRAME SOLVE ALIGN Look out for gaps in the legacy market Map out product touchpoints & optimize Be ruthless about pain points Stay true to your core value prop
- 18. IDENTIFY FRAME SOLVE ALIGN Look out for gaps in the legacy market Map out product touchpoints & optimize Be ruthless about pain points Stay true to your core value prop
- 19. IDENTIFY FRAME SOLVE ALIGN Look out for gaps in the legacy market Map out product touchpoints & optimize Be ruthless about pain points Stay true to your core value prop
Editor's Notes
- Title slide
- My name is Nina Herold; I’m an EVP and the Head of Travel at TripActions, where I oversee TripActions’ Business & Personal Travel businesses and leads Product, Design, User Research and Operations functions. Prior to my current role, I was TripActions’ Chief Product Officer. Before joining TripActions in 2018, I held leadership roles in Product Operations and Logistics at Uber, where I spent nearly four years scaling operations and working closely with product and engineering to launch driver-facing products and services globally A bit about TripActions: For those who may not know us, we’re a late-stage unicorn with a valuation of $9.2B With more than 8000 customers across the globe, spanning from major enterprise companies like Adobe, Netflix, Thomson Reuters, Heineken, Reddit, Rivian and Unilever to the best-known startups — many of which are here at SaaStr — such as Notion, Loom, Databricks, Carta, Patreon, Gusto and Canva. But how did we get here? How did we create a solution that resonates for businesses that span every size and industry? The answer is simple; the execution — far harder.
- It’s no secret that the startups that resonate most have identified an unfulfilled need or unresolved pain point and built solutions to address those gaps: Netflix brought movie streaming into the comfort of your home, eliminating the pain points around rewinding video and returning rented content to a brick and mortar store. Amazon delivers goods to your front door. Uber and Lyft made rides accessible with the click of a button. But the best disruptors take it even further — identifying touchpoints and micro-interactions that create friction for users — while continuing to innovate and disrupt yourself. And that’s what I want to talk about today.
- Let’s back up and talk about how to find your niche in legacy industries. When we founded the company 7 years ago, the legacy model focused on providing controls for the company — but completely ignored travelers by making solutions clunky and painful to use. And so no one used them, which left a big budgetary black hole for companies forced to wait for employees to submit expense reports. At Uber, we knew that cabs only served a limited populace — in order to get a taxi, you needed to be in a big city or you had to call a cab company’s landline and then wait and hope they were en route.
- But we flipped things around Started with the end-user needs first — something often overlooked by legacy solutions and especially in B2B and in SaaS.
- So let’s assume everyone in the audience here has done that or works at a startup that has identified a gap — after all, you convinced a VC; secured funding; recruited employees to join your cause. You’ve got your core product offering. But it’s not just about finding gaps in a industry. It’s about being ruthless about solving pain points by finding gaps in the user journey.
- Map out the touchpoints: where and why do users interact with product? How do you optimize? At TripActions, our product touchpoints center around business travel. To identify where travelers were experiencing frustration with traditional tools, TripActions mapped out 40 stages of a business trip to identify pain points at every stage of the journey. Uber: Added multiple modalities to ensure door-to-door journey while integrating with the infrastructure of a city, which and transportation options that accommodate a wide range of options such as Uber black, Netflix: multiple users, customize experience using AI to personalize feed and ensure that the content you want most is top of mind Every company has example
- But how to stay true to North Star to let user needs guide roadmap past your honeymoon phase? Investors, growth and scaling pressure, market externalities such as the economy, competition, and a growing customer base that span multiple segments with their own needs and priorities. Especially difficult with enterprise customers that demand customization This is where many startups get in trouble and wander off track or worse, lose the plot line altogether.
- So how do you prioritize and focus? At TripActions, we’re constantly gut-checking: What causes the most pain? New pain points before they arise. What’s the competitive landscape? What’s the current environment?
- It’s a perpetual loop of reevaluation & collaboration
- [Nina to include some generalized missteps from her time at TripActions and Uber] Even the best laid plans can misfire from either a business outcome or UX perspective Cant be married to it
- Here are the things to do to stay laser focused that aligns to your mission Don't force expansion. Start with a pain point, develop feature —> That feature can develop into new line of business TripActions successes: Personal travel (rise of hybrid work —> blended travel) Liquid (70% of employee expenses arise from travel —> as the travel provider, we understood that we were uniquely positioned to truly eliminate expense reports because we could instantly reconcile them — both for users and finance teams (win-win). Uber: delivery via UberEats, Uber for Business
- As a startup founder or leader, you must be willing to fight for the integrity of the product/ mission (for us: all about the user) while balancing customer needs. Understanding how to balance providing value vs Topline growth vs product integrity and focus: Always be overly critical of own product — don’t settle Tension between customer/ product integrity
- Results —> this means: Happy Employees (users) + Happy Finance Teams + Happy (customer) — and increased market share as a result.
- Takeaways (3-5) Tying it back to the topic of Product Touchpoints Identifying gaps in legacy market Map out product touchpoints —> optimizing even further Be ruthless about solving pain points Stay true to your core value prop
- Takeaways (3-5) Can you tie it back to the topic of Product Touchpoints here? Identifying gaps in legacy market Map out product touchpoints —> optimizing even further Be ruthless about solving pain points Stay true to your core value prop
- Takeaways (3-5) Can you tie it back to the topic of Product Touchpoints here? Identifying gaps in legacy market Map out product touchpoints —> optimizing even further Be ruthless about solving pain points Stay true to your core value prop
- Takeaways (3-5) Can you tie it back to the topic of Product Touchpoints here? Identifying gaps in legacy market Map out product touchpoints —> optimizing even further Be ruthless about solving pain points Stay true to your core value prop
- Takeaways (3-5) Can you tie it back to the topic of Product Touchpoints here? Identifying gaps in legacy market Map out product touchpoints —> optimizing even further Be ruthless about solving pain points Stay true to your core value prop
- Visit booth us at Booth 401