This document discusses product management strategies at Deliveroo, focusing on the "3 A's": trusting anecdotes over data averages, avoiding averages that hide insights, and building deep awareness of users and product performance. It advocates minimizing distance between teams and users, using anecdotes to identify underlying problems, and ensuring alignment of product performance with user and business outcomes rather than focusing on desired features. The key lessons are to start with the end user, apply the three A's, be bold and bias towards action while obsessing over outcomes instead of features.

1. Customer First Creating data-driven
products with a human touch
by Deliveroo VP of Product
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6. Customer First
Creating data-driven products with a human touch
Katie Cummings
VP Product

7. 2
Where Deliveroo came from and our mission:
To be the definitive online food platform
SEARCH MUSIC
CONSUMER
HARDWARE
E-COMMERCE FOOD
VIDEO
February 2020

8. The ^ life of a
order
Complex

10. 5

11. To make that happen, we need
to do an insane number of
calculations every second…

12. Location of the restaurant/grocer

13. Location of the restaurant/grocer

14. Location of the restaurant/grocer

15. Location of the restaurant/grocer

17. 12
Partners Riders
Consumers
what‘s available?
At what cost?
How quick and reliable is it?
Flexible work
Attractive Earnings
Security
Customer Experience
Incremental Demand
tools & Innovation

19. 14
Partners
Consumers
Riders

21. Introducing… the 3 A’s

22. Trust Anecdotes
Avoid Averages
Build a deep Awareness of your users
and your product performance

23. Don’t fight the
Anecdote,
you will lose
But what about
when…

24. Minimize
space
between your
entire team
and your
users. Why?
But what should I
do instead?

25. But what should I
do instead?
Remember,
between an
anecdote and
data, the
anecdote will
win. Why?

26. But what should I
do instead?
Use the
anecdote to
get to the
general,
underlying
problem

27. 22
Avoid Averages,
they hide insights

28. 1. [about] How many times per month have you used food
delivery in the last year?
2. What about the last month?
3. [for funsies] What’s your favourite order?
Pause: and meet
your neighbour!

30. Let us help
you…
discover
your new
favourite!

31. 26
Build a deep
Awareness
of your users
and your
product
performance

32. 27
Ensure alignment of
your product
performance with user
and business outcomes
Don’t mistake
features you want to
build for your
customers’ needs
Build intuition and
muscle around
experimentation
Build your data fluency

33. Or else?
A short story of conflating
service and user experience
health…

34. Putting your
insights into
action
But what should
I build?!

35. 30
Align your
success criteria
Be bold, and
bias for action
Obsess over outcomes,
not features
What you decide to build
is less important than how you approach it

36. Case Study

37. 32
Align your
success
criteria
Be bold,
and bias for
action
Start with your
end user
Anecdotes, Averages,
Awareness
Obsess over
outcomes,
not features
Key takeaways

38. Thank you!
Katie Cummings, VP Product