Product Challenge

1. Kristoffer Roued Olsen
Product Owner Applicant
19 October 2019
kristofferrouedo@gmail.com
+49 15758764588
Product Owner Challenge

2. HERE IS THE
PRODUCT
CHALLENGE GIVEN TO
ME BY THE COMPANY
YILU AS PART OF THE
INTERVIEW PROCESS.
MY SOLUTION TO THE
CHALLENGE CAN BE
FOUND ON THE
FOLLOWING SLIDES
CHALLENGE ASSUMPTIONS
For our B2C app, we want to offer a solution to business travelers planning and booking
their ground transportation connections.
The long-term vision is to offer business travelers the best transport option fitting his or her
individual needs and book it with one click — anywhere they go!
We have a very diverse and fragmented option space looking at taxis, black cars, express
trains, rental cars, car sharing, public transport, and regional buses across many
destinations worldwide.
CHALLENGE QUESTIONS
Please prepare a short presentation to discuss the following
● What would be the first feature set in your MVP?
● How would you decide on the launch market(s)?
● How do you measure success?
● What team members would you need and how would you set up the team to deliver
the MVP?
Time: Expected 3-4 hours

3. MVP’s
First Feature Set
Product Owner Challenge

4. HERE I ESTABLISH
THE PRODUCT VISION
& CHALLENGE
ASSUMPTIONS.
Product Vision
Offer business travelers the best transport option fitting his
or her individual needs and book it with one click — anywhere
they go!
Assumptions
We already have developed a functional ground
transportation app with planning and booking capabilities.

5. HOW I GOT TO THE
MVP ROADMAP.
I hypothesize one big problem to solve for business travelers
& businesses currently is the issue of disaggregated and
difficult invoicing processes for travel expenses.
To make sure we deliver value I would focus on very basic
business functionality & splitting up the MVP feature set in an
iterative process to test of value at every step.
I focus on an easily downloadable invoicing function as this
would be relatively easy to build and could provide potential
great value for specifically business travelers.
Start with personas and their travel
problems to find value hypothesis

6. Download
Invoice
HERE WE SHOW
THE USER
JOURNEY
THROUGH THE MVP
Use billing
address
Add invoice
address
Download
Invoice address
form
Download
Users complete their
purchase on the Reservation
Confirmation Screen. They are
presented with a button to
“Download Invoice.”
Users are given two options,
to download invoice with the
● billing address only
● add the invoice
address for business
Users can download the
invoice
Users can edit the invoice
address
Users download the edited
invoice to include the ‘invoice
address’ for business

7. MVP Roadmap
First Next Later
Downloadable invoice (M)
Invoice address customization
functionality. (M)
Invoice forwarding functionality. (S) Invoice aggregation dashboard (XL)

8. Launch Market
Decision Process
Product Owner Challenge

9. THIS IS MY
CONCLUSION FROM
THE DECISION
MAKING PROCESS.
German travelers within Germany
● Germany spends more on business travel than any other European country.
● German business spend is forecast to grow more than other European countries.
● Market indicators suggest Germans are searching for business travel more than the second
highest spending business travel country in EUrope, the UK.
● As part of the Lufthansa family, it is feasible Yilu will have more availability with German
service providers to lift this B2C product off the ground.

10. HERE I HAVE
REVIEWED COUNTRY
SPEND FOR
BUSINESS TRAVEL.
Germans Spend Most on Business
Travel in Europe & It’s Growing
Here, I have reviewed country spend for Business Travel.
In 2017, Germany was the third highest spending country for business travel after China and USA
($72.07 billion USD) according to Statista. The next European country was the UK with $50.04 billion
USD, followed by France with $40.12 billion USD.
According to the most recent figures readily available, Entrepreneur Magazine, of the top 15
countries spending on business travel, Germany grew 1.1% Year on Year, the UK grew .1%, and
France and the Netherlands were negative.

11. HERE I HAVE
REVIEWED GERMAN
MARKET INDICATORS
AGAINST THE
SECOND HIGHEST
SPENDING
EUROPEAN
COUNTRY, THE UK.
Germans Search For Business
Travel More Than British
In 2019, Germans search for “Geschäftsreise” 1,300 each month. In Google Adwords, the cost per
click for this keyword is very high - €10.34 per click - which suggests it is a highly competitive and
desirable keyword for e-commerce sites to attract visitors for.
Germany for
“Geschäftsreise”
UK for “Business Travel Management”
Organic Searches/Month 1,300 140
Cost Per Click in Google Adwords €10.34 €9.99
Source: Google Adwords, Google Trends

12. Success Story
Product Owner Challenge

13. HERE I ASK “WHAT
PERCENTAGE OF
USERS ARE
UTILISING THIS
FEATURE?”
UTILISATION RATE OF FEATURE
How many users find this feature useful will indicate interest
in a more seamless invoice process.
Download Invoice
(No Edit to
Invoicing Address)
Download Invoice with
New Invoice Address (for
company)
Green Light (indicates an
opportunity here)
>20% >10%
Orange Light (indicates
maybe opportunity here)
10%-19.9% 5%-9.9%
Red Light (we should not
move ahead, no
opportunity here)
<10% <5%

14. HERE I GATHER
CUSTOMER
FEEDBACK - DID
THEY USE THIS
FEATURE FOR
BUSINESS?
POLL RESULTS
Ask users if they found the download feature useful for
business expenses.
DID YOU USE
THIS DOWNLOAD FOR
BUSINESS EXPENSES?
YES or NO
“Yes” Response
Green Light (indicates an opportunity here) >20%
Orange Light (indicates maybe opportunity here) 10%-20%
Red Light (we should not move ahead, no opportunity here) <10%

15. Team Structure
Product Owner Challenge

16. HERE I HAVE
DESIGNED THE
TEAM TO DELIVER
THE MVP.
We need a Product Owner organize the SCRUM process &
prioritize features to deliver on the product vision and
updating the roadmap.
We need a Frontend engineer to build the functionality that
the user engage with.
We need a backend engineer to make sure we store data for
invoicing and are able to add forwarding functionality.
We need a data engineer to build data pipelines & calculate
metrics, to measure success.
We need a designer to create app UI features so we improve
chance of feature success & can improve the UX.

17. HOW I SET UP THE
TEAM. First we add place the user stories in the backlog.
We then start grooming the stories with the team to break
down the MVP to deliverables for a 2 week sprint
It is important to make sure we establish actionable tasks for
each designated team member.

18. Thank You.
Kristoffer Olsen
Product Owner Applicant
19 October 2019
kristofferrouedo@gmail.com
+49 15758764588