This document discusses product vision and the need for product managers to define a vision. It provides examples of how Uber defined its vision for payments and financial services to inspire users, partners, and employees. The document outlines a framework for developing a product vision including empathizing with customers, envisioning how problems could be solved, and evangelizing others to bring the vision to life. It promotes defining a vision that is imaginative yet realistic to inspire others and inform long-term strategy.

1. www.productschool.com
Inspiring with a Product Vision by former
Uber Head of Product

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5. Inspiring with a
Product Vision
Twitter: @ebiatawodi
LinkedIn: https://www.linkedin.com/in/ebiatawodi/

7. What is a product vision and why
do you need one?

9. Antoine de Saint-Exupéry, the author of The Little Prince, shows us the way:
If you want to build a ship,
don't drum up the people
to gather wood, divide the
work, and give orders.
Instead, teach them to yearn
for the vast and endless sea.

10. Explore Prioritize Explore Refine
Define - the right problem Execute - the right solution
Problem Ship
Plan

11. Explore Prioritize Explore Refine
Define - the right problem Execute - the right solution
Ship
Plan
Problem

12. Problem

13. Product Vision
Imaginative Yet realistic
Lofty Free from constraints of today
Inspires Gets people excited
Looong term Informs the strategy

14. 01 Empathise. Who is your
customer* and what are their
needs?
* Sometimes customers aren’t even aware of these visceral needs, this requires deep customer empathy

17. Spender Earner
Rider
Eater
Shipper
Modality
...
Driver-Partner
Delivery-Partner
Restaurant-Partner
Freighter
...
Spencer Elaine

18. 35%
Driver’s signed up without a
bank account.
40%
Global percentage of trips
paid in cash .
20%
Deposits in our debit card
product were not from Uber.

20. Adventure Culture Seamless

21. 6.5%
Average traveler spends
thinking about travel.
30%
Travelers in survey spent of
their trip time planning
10%
Average US percentage of
income spent on travel

22. 02 Create. What would the
world be like if you solved
these problems?

25. Visual of rider in local corner shop topping up Uber / Visual of Uber app updated with payment
VISUALISING THE FUTURE / RIDER
Ubiquitous - anywhere anytime

26. VISUALISING THE FUTURE / RIDER
Reliable - Uber pays for all transport needs
Visual of Rider coming out of Uber and going into tram / App Visual of end to end commute (pay with Uber)

27. Uber Wallet - Platform for all
payments experiences across apps
Uber Cash - Uber-owned stored
value payment instrument
Uber Pay - Open interface for using
the Wallet on Uber or elsewhere

28. “When I’m low on money, I use
my Uber Cash balance on Pay
with Uber to reserve a car with
my local rental company. I can
start earning in just a few taps.”
SEAMLESS PAYMENTS
Confidential

29. Seamless Payments
Seamlessly use Uber Pay
across the Rider, Driver,
and Eats apps, along with
featured merchant partners
The smartest way to pay. Use your Uber
Cash balance across all Uber apps and
when paying featured merchants.
SEAMLESS PAYMENTS
Confidential

30. Track your balances,
spending history, and
spending power all in
one place
Earn money with the same Uber Cash
balance across any of your Uber profiles.
And Uber Cash unlocks more spending
power.
SEAMLESS PAYMENTS
Confidential

31. “With my backup balance, I can
always stay on the road and earn.
It feels like Uber is really looking
out for me.”
FINANCIAL STABILITY
Confidential

32. Need extra cash to get
back on the road? Get up to
$100 with no fees
Unlock backup balance with Uber based on
your transaction history.
FINANCIAL STABILITY
Confidential

35. Inspire - I want inspiration for
my next trip.
Simplify - I want to create travel
moodboards with co-travelers
Elevate - I want a day by day
itinerary of my trip

37. We’ve got every part
of your itinerary
covered. All you have
to do is pack your
bags.

38. A personalised
adventure curated
by our global travel
aficionados
Our goal is to find the perfect trip, no
commissions, no cookie cutter
packages, just lots of surprises.

39. 03 Evangelise. Who needs
to be bought into this vision
to bring it to life?

40. Team
Team
Team
Stakeholders
Leadership
At a company

41. Team
Team
Team
Company
Investors
At a start-up

42. 01
Empathise
Who is your customer and
what are their problems?
02
Create
What the world be like if you
solved these problems
03
Evangelise
Who needs to be bought into
this vision?

44. Everett Dirksen
I am a man of fixed and unbending
principles, the first of which is to be
flexible at all times.

46. Thank you
Dankjewel
Merci
Ese
Medasi

47. You’re still here? Well lucky
you. Here are some goodies.

48. This
is not
real

50. Further Reading
Being a Product Manager is like being a Pirate Captain by Shiran Kohai
Product Vision and Mission by Marty Cagan
What is the framework for innovation? Design Council's evolved Double Diamond by Design Council

51. www.productschool.com
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and
Corporate Training