Main takeaways: - Step by step process of how to design for safety - Learn how Chipotle has designed for safety during COVID-19 - Set up a scorecard to iterate on your designs

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Designing for Safety
by Lyft Product Lead

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7. Designing for Safety
By Preet Anand

8. Agenda
Why Safety is Important
6 Steps to Design for Safety
Chipotle’s Case Study

9. What’s a Preet?
● Founded and led product for Safety & Risk tech
function at Lyft (1 to > 75)
○ Now lead product for Lyft’s Health Safety Program
● Co-owner and President of Snug - daily check-in
service for seniors living alone
○ 3.5x this year
● Founded Patronus, which was sold to RapidSOS
○ Over 6,000 lives saved so far
● Creator of reportjohn.org
○ Used by Oakland & San Jose to fight sex trafficking

10. Agenda
Why Safety is Important
6 Steps to Design for Safety
Chipotle’s Case Study

11. Well, COVID

12. Ethically right & right for business
Ethically right - By not considering safety,
you’re being complicit in safety risks where
people can die.
Growth - If a prospective customer feels
something isn’t safe, they just won’t try it.
Retention - An unsafe experience, such as online
harassment, will cause churn.
Cost - Insurance, Legal Cost, and Brand damage
are very expensive.

13. Agenda
Why Safety is Important
6 Steps to Design for Safety
Chipotle’s Case Study

14. Step 1 - Decide your ideal outcome
Why
Safety can mean many different things.
You need to be clear on the goal.
How
Understand the operation you’re in.
● Is safety an attribute of your service or
is it the service itself?
● What promise do you want to make?
“In order to improve your game,
you must study the endgame
before everything else, for
whereas the endings can be
studied and mastered by
themselves, the middle game and
the opening must be studied in
relation to the endgame.”
- Grandmaster Jose Raul Capablanca

15. Step 2 - Pick the authority you’ll follow
Why
You’ll be frequently adapting research, and
there’s a lot of bad advice out there
How
Understand who regulates your area
Find highly regarded research journals
Study who your inspiration cites

16. Step 2 - Pick the authority you’ll follow
Why
You’ll be frequently adapting research, and
there’s a lot of bad advice out there
How
● Understand who regulates your area
● Find highly regarded research journals
● Study who your inspiration cites

17. Step 3 - Design the experience
Why
This is where dreams become reality and
you can manifest your ideal outcome.
How
● Get specific
● Map your user journey
● Design for safety in layers

18. Safety in Layers example

19. Step 3 - Design the experience
Questions to ask
● Who am I designing for?
● What’s their current end to end experience?
● What do they want?
● What’s my ideal outcome?
● What feeling do I want them to have?
● What systems do I want to get feedback?
● How can I put low-friction redundancy in place?

20. Step 4 - Communicate and say WHY
Why
You earn trust and set expectations
How
● State what you’re doing and what you
expect in highly visible areas
● Provide access for more information
● Don’t be reactive

22. Step 5 - Think through the failure case
Why
Something will go wrong. This is your chance to
save the relationship rather than having them
leave you forever.
How
Do a pre-mortem. Ask what can go wrong. What
would mitigate that risk? Can you create a
contingency plan for your support team?
Did we get it perfect?

23. Step 6 - Create a scorecard to measure
Why
Measurement enables a way to measure progress and
guide future prioritization.
How
● Revisit the experience you’ve designed and those
failure cases
● Ask for feedback
● Structure key data points
● Set up review cadence

24. Recapping the Steps
1. Decide the ideal outcome
2. Pick the authority you will follow
3. Design the experience
4. Communicate and say WHY
5. Think through the failure case
6. Create a scorecard to measure

25. Agenda
Why Safety is Important
6 Steps to Design for Safety
Chipotle’s Case Study

26. Chipotle’s history with Safety
Chipotle’s case
● Multi state outbreak in late 2015
with over 400 people sick
● Revenue down 22.4% through
2017 with fewer customers
● Founder stepped down as CEO
Price at
273 in Nov
2017

27. Step 1 - Decide your ideal outcome
Chipotle’s case
● Continuing to operate and
grow while minimizing
COVID-19 transmission
“Our strong brand, business model and balance
sheet give us the confidence to not only
weather this downturn but continue to
judiciously invest in key areas so that when we
come out the other side, we will emerge even
stronger." - Brian Niccol Q1 Earnings call
“Our top priorities for the rest of the year
include safely running our restaurants and
reopening dining rooms using best practices
to support alternate restaurant support center
working arrangements, ensuring supply chain
consistency and strengthening our digital
ecosystem.“ - Brian Niccol 7/23/20

28. Step 2 - Pick the authority you’ll follow
Chipotle’s case
FDA, CDC, and local

29. Step 3 - Design Experience
Chipotle’s case
Chipotle has a lot of constituents to solve for.
● Delivery workers
● In-restaurant staff
● Dine-in patrons
● Delivery patrons
● Suppliers

30. Guests

31. Employees in store

32. Suppliers

33. Step 4 - Communicate and say WHY
Chipotle’s case
Chipotle’s operations have had to
transform. Communicating widely earns
trust for people to keep ordering the food
and compliance from employees.

34. Step 5 - Think through the failure case
Chipotle’s case
Chipotle preempts something very bad (food
poisoning) by using the tamper seal to make a
customer notice if something went wrong.
Support can then resolve quickly.

35. Step 6 - Create a scorecard to measure
Chipotle’s case
COVID has transformed their business, so they are
certainly measuring both growth and adherence.
● % Digital orders
● Store closures
● Support calls
● % Loyalty members ordering
● Employee turnover
“As of last week, about 30 restaurants
remained fully closed and these are mainly
inside malls and shopping centers. We began to
open dining capabilities in the middle of May
and currently have about 85% of our
restaurants offering limited in-restaurant
and/or patio dining . . .
Encouragingly since sales troughed in late
March, we've been able to retain 70% to 80%
of our digital sales gains while recovering
40% to 50% of our in-store sales.”
- Brian Niccol

36. Where Chipotle is now
Stock
@
1220
COVID
lockdowns
start

37. We Covered
Why Safety is Important
6 Steps to Design for Safety
Chipotle’s Case Study
Interested in talking more? Email me preet@snugsafety.com
If you’re working on life
infrastructure, where someone
can be hurt and their life
degraded if something goes
wrong, it’s critical that your team
makes safe design a default part
of your product philosophy.

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