PM A-Z Course Workbook - Uber
PM A-Z Course Workbook - Uber
Exercise Workbook
Part 1: Introduction Part 5: Development
Part 4: Design
Part 8: Technology
Part 1: Introduction
Exercise #1: Choose Your Product (10 minutes)
Photo(s)
Exercise #2: What kind of Product Manager will you be? (5 minutes)
Business PM Tech PM Data PM Design PM Growth PM
AI PM
Strengths Sees big picture Tech savvy Analytical Customer empathy Clear focus
Weaknesses Not tech savvy Role confusion High failure rate Not multi-tasker No full
ownership
Part 2: Strategy
Exercise #5: Problem Space Definition - Uber 2009 (20 minutes)
Book with One click Get fare upfront Get a clean car Not feel threatened
Get trip time upfront Not get ripped off Get a car that smells good Get a driver I trust
Not wait long Get a car with no damage Get a car that is monitored
Must Haves
Performance benefits
Delighters
Udemy B2C & B2B Big + Infrequent Low Touch + Low Price
Nespresso B2C & B2B Small + Frequent High Touch + High Price
I want to swap phone numbers via Bluetooth with people I want to swap phone numbers via Bluetooth with people
nearby nearby
I want to learn product management on Udemy I want to learn product management on Udemy
I want to send emails automatically when users achieve I want to send emails automatically when users achieve
certain milestones in my web app certain milestones in my web app
b) Is your products market going to grow, shrink or stay stable in the next 5 years?
- Government regulations
KR1: Reduce body fat by 4% KR1: Monthly Recurring Revenue > $20 million
KR2: Waist measurement = 29 inches / 73 cm KR2: Sponsor Industry Event Get featured on Wired
Example 3: Example 4:
KR1: Top 5 rank in Udemy search KR1: Increase self service ticket resolutions to > 40%
OKR #1: Company Level (Quarter) OKR #2: Team Level (Quarter)
KR1: Reduce Customer Acquisition Cost by 20% KR1: App rating of 4.5
KR2: Net Promoter Score (NPS) of +60 KR2: Daily Active Users (DAU) of +15k (Moonshot)
KR3: Daily trips made of +10k (Moonshot) KR3: 90 Day Retention Rate of 40%
OKR #3: The PM’s OKR # 1 (Quarter) OKR #4: The PM’s OKR # 2 (Quarter)
O: Improve the user experience on iOS O: Launch Uber Cabs in New York
KR1: Ave user takes 30 secs to book a trip (Moonshot) KR1: Get press coverage in 12 publications (Moonshot)
KR3: % of repeat users increase by 10% KR3: Daily trips made in New York of +1k
OKR Software: Trello, Taskade, Perdoo.
Exercise #12: Build Your Ideas Backlog(30 mins)
Uber Cabs
# The Idea Key Result Impacted Risky Assumptions
As a rider...
1 I want to be able to choose my driver + App store rating of 4.5 1. Riders want this
+ % of repeat users increase by 10% 2. Won't increase wait times
- Ave user takes 30 secs to book trip 3. Won’t increase time to book
2 I want to be able to tip my driver + Onboard 200 Drivers 1. Riders will accept this
+ Net Promoter Score (NPS) of +60 2. Won’t affect driver
- Daily trips made of +10k distribution
3 I don’t want the Uber Pool service + App store rating of 4.5 1. None. A Covid-19 initiative to
+ Ave user takes 30 secs to book trip reduce transmission risk
As a driver...
1 I want jobs that help me “get home”at + Onboard 200 Drivers 1. This is doable
the end
2 I want riders to wait at easy pickup spots + Onboard 200 Drivers 1. This is doable
+ % of repeat users increase by 10%
+ Daily trips made of +10k
3 I want to show that my car has a baby + Onboard 200 Drivers 1. This is legal
seat 2. There is enough demand
Exercise #13: Create Your Business Model Canvas (1 hour)
Key Partners: Key Activities: Value Proposition: Customer Relationship: Customer Segments:
Uber Cabs
# The Idea Risk? Reversible? Action
As a rider...
Medium No Validate
- Value: do riders want it?
1 I want to be able to choose my driver
- Value: will it affect wait times?
- Viability: will it lead to discrimination?
As a driver...
Medium
1 I want jobs that help me “get home”at the end No Validate
- Feasibility: Can we build it?
Hard
2 I want riders to wait at easy pickup spots - Feasibility: Can we build it? No Validate
- Value: Congestion at pickup spots?
Medium
3 I want to show that my car has a baby seat - Value: is it a big enough market? Yes Validate
- Viability: Is it legal?
Exercise #15: Build Your Agile Roadmap (1 - 2 hours)
GOALS 1. Deliver Covid-19 safe rides 1. Find new niche markets 1. Make Uber cheaper than owning a car
The outcomes we
2. Support driver-rider interaction 2. Make drivers job easier 2. Find faster ways to get from A to B
are seeking
3. Make Uber “family friendly” 3. Reward frequent riders 3. Become a zero emissions platform
CANDIDATES 1. Suspend Uber pool globally 1. Uber for Babies 1. Driverless vehicles
The initiatives to 2. Driver face mask detection 2. Uber for School kids 2. Electric cars
deliver the
outcomes 3. Add personality icons 3. Uber for Senior Citizens 3. Uber eVTOL copters
4. Add driver & rider profiles 4. Help me “get home” 4. Skyports on top of buildings
5. Allow rider to choose driver 5. Create easy pickup spots 5. Support drivers move to EVs
6. Allow rider to tip driver 6. Subscription pricing 6. Riders in EVs get a discounted rate
7. Share my trip with family 7. Loyalty points
8. Add family members to account
KEY RESULTS 1. % of drivers wearing a mask 1. # of baby rides 1. Autonomous car incident rate
The metrics to 2. Covid-19 incident rate 2. % of repeat baby rides 2. % of fleet that is fully electric/hybrid
determine if the
goal has been 3. Behavioral cohort analysis: 3. NPS for baby rides 3. Regulatory milestones
achieved
- Driver ratings 4. # of “get home” clicks - S-A1 certification
- Retention rate 5. Survey drivers 4. % of drivers on EV
- Repeat usage rate 6. NPS for frequent riders 5. # of riders selecting the EV option
4. # of riders sharing trips 7. Growth rate of frequent
5. # of riders adding family rider segment
Part 3: Discovery
Exercise #16: Calculate Your ICE Scores (20 mins)
Uber Cabs
# The Idea The Risks Align Research Ideate Create Validate Refine ICE Score
Rider
Medium
- Value: do riders want it?
Choose my
1 - Value: will it affect wait times? Med Low Med Med High High 20
driver
- Viability: will it result in
discrimination?
Don't want
2 Low Low Low Low Low Low Low 30
UberPool
Driver
Medium
1 Get me home Low Low Med High High High 15
- Feasibility: Can we build it?
Medium
Show baby - Value: is it a big enough market?
2 Low High Low Low Med Low 10
seat - Viability: Is it legal?
ICE Score = Impact (1-10) + Confidence (1-10) + Effort (1-10) 1 = worst score, 10 = best score
Exercise #17: Create a user persona prototype (60 mins)
1. Define Assumptions - Uber appeals to people who choose not to own cars
- Uber appeals to Working Millennials (22 - 37)
- Uber appeals to people who live in metro areas
- Personas will need to be localized for each country
1 Choose my + 4.5 App store rating 1) Riders want this Toby Price (Regular User)
driver + Grow repeat users by 10% 2) Drivers won’t oppose this Amy Grant (Casual User)
- 30 secs to book a trip 3) Won't increase wait times
4) Won’t increase time to book
5) Won’t lead to discrimination
Prototype: Sketch 2 Prototype: Medium Fidelity Prototype: Medium Fidelity Prototype: Live Prototype
approaches
Risks Evaluated: Risks Evaluated: Learning: Risky assumptions
Risks Evaluated: 1) Riders want this 1) Drivers won’t oppose this ( 1- 5) mitigated
3) Won’t increase wait
times Learning: Learning: 1 concern identified Decision: Release to Product
1) Expressed interest Backlog
Learning: Approach #2 2) Risk #1 mitigated Decision: Update design and
preferred proceed
Decision: Proceed
Decision: Proceed with
approach #2
2) Create experiment board
Exercise #18b: Lets conduct a (quick & dirty) contextual inquiry (3 - 4 hours)
Contextual inquiries are a technique widely used in user experience research. These semi-structured sessions
revolve around a one-to-one interaction between the researcher and the user and are conducted in the environment
where the user typically works or accesses the system in question.
The researcher observes users completing tasks and takes note where there are points of 😬 distress or ☺️delight!
These types of interviews are a blend of observation and dialogue. They allow the UX researcher to examine the
physical setting and assess specific product usage as it relates to location, environment, and surroundings.
1. Get Material: You’ll need the following: 1) Pen 2) Notebook 3) Camera & 4) Interview guide.
2. Recruit Participant: Find someone who fits the profile of your “User Persona” (created in exercise #17) and
uses your selected product. To simplify things, consider someone you know e.g. family, friends or colleagues.
Get recruitment script here
3. Create Agenda: See example here
4. Schedule Interview: Schedule to interview them at the location where they’ll use your product.
a. Share agenda.
b. Get consent to take photos
5. Create Interview Guide: See example here
6. Get Swag: Small thank you present for participant
Part 2: Conducting the Interview
1. Introduction - Take some time to get to know the participant(s)
a. Aim to relax them with small talk so they act as natural as possible
2. Legal Stuff - Normally a Non Disclosure Agreement (NDA) is signed. You can skip this part.
3. Questions - The interview should be driven by the participant’s work and process, and not a pre-arranged
script of questions. You can keep a cheat sheet (the Interview Guide), but let the conversation flow naturally.
4. The Wrap Up – this phase involves the researcher retelling their observations and conclusions to the user and
allowing the user to have input into clearing up any misconceptions or to enlarge on important points
Part 4: Design
Exercise #19: Critically examine a design (30 mins)
Identify a poor design you used recently. How would you improve it?
Photo
As a regular user of Jabra, I have to listen to this 7.5 second message each time before I can pair
my headset. The first time it was useful, but the subsequent 1000 times it’s just annoying. 😖
As a < type of user >, I want < some goal > so that < some reason >
Choose my driver:
I want to be able to quickly select my preferred driver, without experiencing any significant delays
💡
Step 4: Sketch 8 Ideas in 8 Minutes
Exercise #21: Lets create a Balsamiq wireframe(30 mins)
Exercise #22: Examples of Skeuomorphism (10 mins)
Try to find 1 example of a Skeuomorphic design in your house e.g. check in your fridge.
The Product
skeuomorphic design.
(like the pic on the right), and the handle was helpful in
carrying it.
Part 5: Development
Exercise #23: Create a user story map (1 - 2 hours)
Exercise #24: Lets practice writing user stories (30 mins)
Step 1: Pick 2 stories from the user story map created in exercise #23, and expand it out using the following format.
“As a ____, I would like to ____ in order to ____”.
Story 1: As a new customer, I would like to add a credit card in order to quickly and safely pay for my ride
Story 2: As a rider who completed a trip, I would like to rate my driver in order to share feedback on my experience.
GOAL
To create a “choose driver” live data prototype for validation via user testing
USER STORIES
Switch to Wacom Intuos 4 days of flu slowed me down Try burndown chart
Weekly review of course outline Not tracking course progress Hire a video editor
Using an illustrator
Part 6: Measurement
Exercise #27: Vanity Metrics (20 mins)
Step 1: Find 3 examples of vanity metrics for your product or feature idea.
Step 2: Find a more suitable actionable metric.
Uber
App downloads: Exciting to track once your app has Conversion Rate
launched, but they don’t show the whole picture of its Retention Rate
success. Daily Active Users (DAU)
Cost Per Acquisition
Lifetime Value (LTV)
The Metric
Trips Made: The # of trips completed by Uber passengers over a specified timeframe
Uber’s focus is on growth & “Trips made” is a good proxy for growth. It’s easy to understand and track, and
measures the health of both sides of the marketplace i.e. drivers & riders. Ultimately, this number brings in
Part 7: Career
Exercise #29: Create a Bullet Journal (2 hours for initial setup)
In a time where we spend most of our days plugged in, online, and in front of a screen many are embracing a more
analog way of organizing their days, using a bullet journal.
The bullet journal system allows you to take meeting notes, jot down ideas, and track tasks linearly in a single
notebook organized by date.
Bullet journaling solves a longstanding problem: allowing you to find and make sense of the hodgepodge by
introducing a simple system of symbols and indexing that you’ll actually adhere to. For example, you preface each
note with a dash “–” and any task with a simple dot “•”. Later when you review your day, you can easily find
anything that needs to be done. When the task is completed, you put an “X” through the dot or use a “>” to show
that it’s been migrated to your digital task list.
To get started...
Step 1: Watch this instructional video by the creator of the Bullet Journal.
Step 2: Take a notebook and pen, and create your own journal.
TERMS TO KNOW
There are certain words that you’ll hear as you begin digging into the bullet journal system. Here are a few important
terms and what they mean!
Migration - the act of moving an incomplete task e.g. to a new monthly log or collection
Trackers – some type of graph or chart used to keep track of something over time e.g. habit trackers
Monthly / Monthlies – the pages of a bullet journal used for a single month. Can be shown as a calendar or a list.
Weekly / Weeklies – the pages of a bullet journal used for planning during a single week.
Daily / Dailies – the pages of a bullet journal used for a single day.
Future Log – pages of the bullet journal where events and planning for the entire year can be noted.
Index – the table of contents for a bullet journal. Page titles and page numbers are listed.
Key – A reference that shows what different bullet points or colors mean in the bullet journal.
Exercise #30: Let's Tell a Story Using the SCR Framework (30 mins)
- The two main ways to order the framework components are: S-C-R and R-S-C. Use S-C-R when you want to
build up the story, esp. when the audience is unlikely to immediately accept your resolution. Use R-S-C when
the audience will mostly accept your resolution but still needs to build conviction.
- Once the story has been developed, it can be repurposed for use in presentations, briefing papers and informal
conversations such as elevator pitches
Situation: There is an alarming trend of frequent riders giving Uber drivers lower ratings, indicating growing
dissatisfaction with having riders assigned purely based on logistics, with no consideration for rider preference.
Complication: If we do nothing, we risk alienating frequent riders who want more control over their ride. We also
risk exposing ourselves to Lyft and other competitors who are actively pursuing this segment.
Resolution: Uber must do three things to mitigate this risk: (1) Implement a “choose a driver” live data trial (2)
Validate associated operational risks e.g. impact to wait times & (3) Convince drivers of the long term value of rolling
out this feature.
Part 8: Technology
Exercise #31: Chrome Dev Tools Crash Course (15 - 30 mins)
1. Access: Inspect an element on the page using Dev Tools.
2. Placement: Change DevTools placement (Undock, Dock to Bottom, Dock to Left) & resize windows.
6. Overrides: View CSS that has been overridden for a selected element.
7. Network: View network activity on the page. For each resource, noting.
9. Local Files: View files stored locally on your browser e.g. Local Storage & Session Storage.
a. Id (number)
b. Name (text)
c. Day (number)
4. Select Product Name & Price from the products table & sort results by price in ascending order.
6. Select all customers from Germany and Mexico using the Customers table.
7. Select all customers where Country = Germany and City = Mexico using the Customers table.
8. Count the number of customers from Mexico using the Customers table.
9. Sum up the total quantity of orders received for Product ID = 42 using the Order Details table.
10. Join all columns from the Products and Order Details tables.