Main Takeaways: - PM skills in different organizations. What skills are used depending on the product, client, environment, company size and stage, reinventing ourselves. - Staffing and engagement models for distributed teams in a global company. - Product planning frameworks and approach. - How to become a product manager, backgrounds and prior experience. - Sample deliverables - examples of assets that product managers produce and how. - Taking initiative to earn ownership.

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Product Management in the 21
Century by Uber Sr PM

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6. Product Management in
the 21st Century
6 Lessons for Global Teams
Alex Marinov
Sr Product Manager, Uber

7. 01 What we do.
02 How we work.
03 Skills Allocation In Different Orgs.
04 6 Lessons for Global Teams.
Topics

8. What we do
Main charter and scope of work.
We build and maintain applications and systems to collect and
validate tax information of partners who earn on the platform, so
that Uber can issue financial and compliance type documents,
including receipts and invoices, and comply with regulatory data
sharing requests.

9. Different Apps for Different
Services
There are more than a dozen different Uber
apps in the marketplace. Here are some of
the main Uber apps we support - Rider,
Eats, Driver.
Driver AppUber App
Mobile Apps
Eats App

10. Desktop Access
The Rider Portal is used by clients to get a
ride, see details of their past trips and
update their profile info.
Web Portal
(Rider)

11. Desktop Access
The Driver Partner Portal is used by
partners to access their earnings information
and update their banking and tax details.
Web Portal
(Partner)

12. Desktop Access
The Driver Partner Portal is used by
partners to access their earnings information
and update their banking and tax details.
Web Portal
(Partner)

13. Desktop Site
on Mobile
Hard to Use
The partner portal desktop site is hard to use on mobile
devices, where majority of traffic comes from. We can’t
use in-app and push notifications to engage partners
and have a conversation.

14. FinTech
Improving user experience around providing
tax information.
Extending the
Driver App (US)
Screenflow in Mobile App
Easier to navigate on native mobile app, than on a
desktop site on mobile. Also easier to react to error
messages around format validation rules. All native
screens powered by same backend logic that informs
web partner portal. Any changes will be reflect on both
desktop and mobile clients.

15. FinTech
Improving user experience around
accessing tax information.
Extending the
Driver App (US)

16. How we work
Clients, coordination, planning, staffing.
What we go through when we evaluate and prioritize competing
ideas, tasks and requirements.

17. Our Clients
Users - Partners (Drivers, Couriers, Merchants), Riders
(Uber, Jump, Lime), Organizations (U4B).
Internal - Tax, Legal, Ops, Finance, Risk, Fraud, Safety,
Compliance; Product, Engineering, Design.
External - Vendors, Regulators (City, State, Country).

18. Countries in which Uber has
operations.
60+ Languages in which sites and
applications are localized.
70+
Apps with which Uber goes to
market.
10+ Lines of business we currently
support (Rides, Eats, Freight,
Delivery, Bikes, Scooters)
6+
Scope and Scale

19. When
What is our target date?
When can we fit this in?
How
How do we approach this? How
do we solve it?
Why
Why do we need this? Why is
this a problem?
What
What does success look like?
What are we trying to do?
How We Work
Who
Who is our customer? Who is
asking for this?

20. Product Lifecycle
Define
Discovery, Requirements,
Narratives, PRD’s
Build
MVP, Prototype, Demo,
Development
Design
Wireframes, Mockups,
Design Reviews.
Test
QA, UAT, Pilot Rollout
Ship & Support
Phased Rollout, By City,
UUID, % of Traffic, It’s live!

21. How the team is distributed globally

22. Roles & Responsibilities by Market

23. Mix of Skills
Companies, Teams, Needs
Different companies and teams require different kinds of
product management skills from the same PM role.

24. Requirements Gathering, Project Scoping,
Financial Forecasting, Product Planning
Staffing Model & Resource Allocation,
Data Analysis, Design and UX, Facilitation,
Business Development, Client Services
Marketplace & Customer Analysis, QA,
Production: Content, SEO, Images, Ads, Press,
Making Something Out Of Nothing, Reporting,
General Management & Coordination, Hussle,
Documentation, Making Things Happen.
Tip
Evaluate strengths and
gaps in your team, apply
what’s missing.
Analyze weakest links
and fill the need.
Scan priorities regularly
and identify top todo’s.
What mix of skills do we need?

25. PM Skills Allocation in Different Orgs

26. 6 Lessons
For Global Teams
What to do when dealing with scarce information, ambiguity,
changing market environment and shifting priorities.

27. ● How to earn ownership.
● Stop asking for permission.
● It’s faster to ship something and
show results, than get it approved.
Take the
initiative.
#1

28. Take the initiative
Ownership comes from
understanding, not from control or
equity.
Get into the habit of starting
Not the ability of knowing when to
start, but just getting good at starting.

29. Use the Product
(when we can).

30. Get in the Driver Seat.

31. ● Drawing inspiration from American Football.
● NFL Playbook style management.
● Information is asymmetrical, changing fast.
● Instead of detailed plans, have goals and try
to hit as many as possible.
● Use a mix of quick wins and bigger goals.
Use a playbook.
#2

32. ● Working with ambiguity.
● Starting conversations.
Make
something up.
#3

33. Keep reinventing
yourself.
#4
● We’ll always be doing something for the
first time.
● Applying a different mix of skills, learning
new ones.
Our success will mostly depend on our
ability to deal with change and to learn
new things.
(21 Lessons for the 21st Century, Yuval Noah Harari)

34. ● We’ll always be working with a number of
unknowns.
● We won’t always know everything we want
to know, when we get started on
something. (That’s OK. Get comfortable
with it.)
Love the
unknown.
#5

35. ● Abundance vs scarcity mindset.
● There is always more work.
#6
Build a mindset of
abundance

36. Let’s chat!
Q & A

37. Keep in touch!
https://www.linkedin.com/profile/alexmarinov
https://twitter.com/alexmarinov
Thank you!

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