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
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
38. 1. Item title goes here
Name of presenter
2. Item title goes here
Name of presenter
3. Item title goes here
Name of presenter
4. Item title goes here
Name of presenter
5. Item title goes here
Name of presenter
Awesome
People
39. Agenda
1. Item title goes here
Name of presenter
2. Item title goes here
Name of presenter
3. Item title goes here
Name of presenter
4. Item title goes here
Name of presenter
5. Item title goes here
Name of presenter
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59. 1 2 3 4 5 6
Step 1
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Timeline slide
60. 1
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2 3 4
Timeline slide
62. A big
statement or
quote goes
here
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65. Key takeaway 1
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66. Key takeaway 1
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Key takeaway 2
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69. 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
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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Etiam sit amet sapien suscipit, efficitur neque ac,
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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
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Column
chart
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Line
chart