Nancy Douyon: "Global Scale in Research" Enterprise UX 2018 • June 14-15, 2018 • San Francisco, CA, USA http://enterpriseux.net

1. Global Scale in
Research
Design Efficiently through Informed
International Insights
Nancy Douyon, User Experience Research - Global Research,
Uber

2. How do we design for a global
audience?
Platform Track
Uber Tech Day
2018

3. San
Francisco

4. Aux
Cayes
Haiti

5. 5

6. 6

7. 7
EmpathyContext

8. 8
Empathy
Understanding perspectives from other points of
views

9. What comes to mind when
designing a mobile for a baby?
D E S I G N W I T H
E M P A T H Y IN M I N D

10. Why did your perspective change
with additional context?
C O N T E X T A N D
P E R S P E C T I V E

11. "Today Show”, Dads demand diaper-changing stations, source]
Why did your perspective change
with additional context?
L a c k O F E M P A T H Y
& C O N T E X T

12. Get Insights Earlier On

13. Empathy
Market Fit
+
13 | Service Design Days 2017 | Driving Value in Innovation |

14. monthly active riders, 5B+ rides
75 Million

15. 1
5
6 continents
77 countries
600+ Cities

16. Pickup location:
Chandni Chowk
March 20, 2017, 10am
Delhi, India
Our products should also work in
places like these.

17. drivers in the U.S
900,000

18. active drivers globally
3 Million

19. Algeria
Egypt
Ghana
Kenya
Morocco
Namibia
Nigeria
South Africa
Tunisia
Uganda
Bulgaria
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Italy
Latvia
Lithuania
Netherlands
Norway
Poland
Portugal
Romania
Russia
Slovakia
Spain
Sweden
United Kingdom
Ukraine
Australia
Hong Kong
India
Iran
Israel
Japan
Kuwait
Lebanon
New Zealand
Argentina
Brazil
Canada
Chile
Colombia
Jamaica
Mexico
Peru
Trinidad
United States
AMERICAS
EUROPE
AFRICA
ASIA/AUSTRALIA
19
Scaling
Research
Globally

20. Outcome
Limited users with
credit cards
globally
Test launch
cash in India
Increase riders
on platform
Globally
Problem What We Did

21. Usability and culture fit
R I D E R
L E A R N I N G
$13.10

22. OutcomeProblem What We Did
Interpretation vs
translation
One on one interviews
in LatAm
Global
guidelines

23. Vocabulary, spelling, and font
impact effectiveness
D R I V E R
L E A R N I N G
English:
“A trip at your fingertips”
Brazilian Portuguese:
“Walk around town on your
tiptoes”

24. Problem What We Did Outcome
Planning day looks
different Globally
One on one interviews
in LatAm and US
Build strategic
feature for
drivers to plan
their day

25. “If I see there is a big event in
the area, I might even decide to
leave that area to avoid traffic
jams and specially riders with a
bad attitude” – U09 (MX)
"I like this app! It has given me a
suggestion about what I'm used
to do [finding city events online]”
– U08 (BR)
Understanding reason behind
rise in demand can impact driver
dynamics
D R I V E R
L E A R N I N G

26. Game changer for Access
● Get insights for your ideas early on
● Directly informed trajectory of
projects
● Global and regional guidelines
G L O B A L
S C A L A B L E
R E S E A R C H
But how do you scale this to a multi
thousand org?

27. The Team
G L O B A L
S C A L A B L E
R E S E A R C H
laura
sonal namrata mayank
saswatinancy
lucas patricia maria
INDIA
LATAM
HQ

28. What is this program?
The GSR program is intended to influence
Product Teams at HQ and around the
world to design and test in global regions.
G L O B A L
S C A L A B L E
R E S E A R C H

29. ● Run parallel, fast, and regional research
● 2+ country check consults
● Local feature checks
● Cross regional analysis
● Repeat engagements
What we do
G L O B A L
S C A L A B L E
R E S E A R C H
* Depending on product demand, we can scale to more regions or scale to existing markets.

30. How do we do it?
● SUBMIT RESEARCH ASK
● LOCALIZE PROTOTYPE
● CONTRIBUTE TO RESEARCH PLAN
G L O B A L
S C A L A B L E
R E S E A R C H
PRELIMINARY
FINDINGS
REVIEW
FINAL REPORT OUT
REVIEW
CONDUCTING
RESEARCH
1:1 INTERVIEWS
USABILITY TESTING
CARD SORTING
INTERCEPTS
2 WEEKS
INTERVIEW GUIDE

31. Some work for 4 months!
G L O B A L
S C A L A B L E
R E S E A R C H 20+ Projects
8 Research Methods
12 Uber-wide Global
collaborations
16 Product touch-points across
products
80+ Actionable insights
And, we’ve just started!

32. G L O B A L
S C A L A B L E
R E S E A R C H
Nude Bra?
Tony Ragle/The Oklahoma University Daily
● Deliver value through empathy
● Culture-market fit and context
● Pattern and trend discovery
● Radius of Influence w/ scaled research
Learning from GSR

33. A C C E S S I B I L I T Y
V E R S A T I L I T Y
● Need context
● Delivering value through empathy
● Scale research widely
● Build for culture-market fit
● Scaling through Pattern Discovery
Learning from GSR

34. Radius of Influence

35. Thank You

36. Monumental group effort
Thank you for your incredible focus through tireless
days (and nights). For never taking shortcuts and
for always doing what you feel is best for the
people we work for: the millions of men and
women that use the Uber platform to earn across
the globe.
Thank you:
Sonal, Namrata, Mayank, Lucas, Patricia, Maria,
Laura, Saswati.

37. Q & A

38. 38
Nancy Douyon
Global Research, Uber

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