Laura Veuillez presented on BlaBlaCar's rebranding while maintaining performance. The rebranding focused on positioning BlaBlaCar as social travel for human connections. A performance task force ensured a smooth transition with learnings like testing changes gradually, focusing initial efforts narrowly, and looking for signals when assumptions are challenged.
21. City to city travellers
don’t live in city centres
Evry
Paris
Lyon
Chalon-sur-Saône
22. City to city travellers
don’t live in city centres
Evry
Paris
Lyon
Chalon-sur-Saône
Objective :
Bring the liquidity of a
Paris-Lyon to all the
towns along the way
thanks to our product
evolution
44. If you have a strong assumption, look for signals
45. If you have a strong assumption, look for signals
Test dynamic Time Budget
Micro
conversion
(CTR)
3 days 300€
End
conversion
(New driver)
15 days 1500€