The mobile power connecting dog owners and hosts at DogHero
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Transcript of The mobile power connecting dog owners and hosts at DogHero
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O poder do Mobile unindo Tutores e Anfitriões na DogHero
Dudu Magalhães, DogHero
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Dudu MagalhãesProduct Manager na DogHero
38 anos Gaúcho vivendo em São Paulo
Gremista fanático 🔵⚫⚪
Apaixonado por entender e criar soluções que facilitem a vida das pessoas
www.linkedin.com/in/dudumagalhaes
Dudu Magalhães, DogHero
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Dudu Magalhães, DogHero
2016
2015
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2009
2005
1998
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Dudu Magalhães, DogHero
2016
2015
2013
2009
2005
1998
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Dudu Magalhães, DogHero
2016
2015
2013
2009
2005
1998
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Dudu Magalhães, DogHero
2016
2015
2013
2009
2005
1998 Tobias ❤🐶
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Dudu Magalhães, DogHero
2016
2015
2013
2009
2005
1998
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Dudu Magalhães, DogHero
2016
2015
2013
2009
2005
1998
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Dudu Magalhães, DogHero
segundo maior mercado de pets do mundo&
🐶55 milhões
😺22 milhões
44% dos domicílios tem cachorro
Existem mais cachorros que
crianças
Segundo maior mercado do mundo:
R$ 17 bilhões
Segundo maior mercado do mundo:
R$ 17 bilhões
Fonte: Abinpet 2013, Ministério da Agricultura, Euromonitor, IBGE
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Dudu Magalhães, DogHero
A DogHero está reinventando o mercado de hospedagem para cães
Conectamos Tutores que precisam hospedar
cachorros…
… com Anfitriões apaixonados que estão
dispostos a receber cachorros em casa e ganhar uma renda
extra.
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Dudu Magalhães, DogHero
Disponível em todas as plataformas
iOS Android Web
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Dudu Magalhães, DogHero
Anfitriões em cidades do Brasil e Argentina
11.500 anfitriões
11 mil 500
650 cidades
95% 5%
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Dudu Magalhães, DogHero
2016 5x yoy
lançamento argentina
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Dudu Magalhães, DogHero
Como criar um produto incrível que atenda as diferentes necessidades de Tutores e Anfitriões?
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Dudu Magalhães, DogHero
Evite o paradoxo do product designer…
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Dudu Magalhães, DogHero
… e conheça seus usuários!!!
Fotos extraídas do grupo de Anfitriões da DogHero no Facebook
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Dudu Magalhães, DogHero
quem são?
Tutores & Anfitriões
Nossos Anfitriões são em geral amadores que querem
se especializar
Os Tutores querem que seus cães se sintam em casa
• mulheres • 25 ~ 44 anos • Classes A/B • Urbana • Gosta de viajar • Cachorro é parte da família
• mulheres • 25/40 anos • Autônomas, donas de casa, aposentadas • Horários flexíveis • Enxergam o trabalho como um hobby • Apaixonadas por cachorros
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Dudu Magalhães, DogHero
product discovery framework
Ice Cream Method
entrevistas internas
entrevistas externas
pesquisa de mercado
conceito criar hipóteses
dev
estratégia validar hipóteses
5. APRENDE MENSURA
ITERA
1.ENTENDE
3.VALIDA
4. APLICA
2. DEFINE
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Dudu Magalhães, DogHero
Exemplos práticos
Search Result Page Host Profile Horário de checkin/checkout
Onboarding (WIP)
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Dudu Magalhães, DogHero
Principais objetivos
• Aumentar a conversão search ~ booking
• Aumentar conversão search ~ message
• Manter NPS de hosts acima de 98%
• Aumentar número de novos signups nos próximos 3 meses
• Manter crash free acima de 99%
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best practices
1. Entende
Dudu Magalhães, DogHero
Entrevistas com co-workers
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best practices
1. Entende
Dudu Magalhães, DogHero
Benchmarking
discovery
competitors
marketplaces
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best practices
1. Entende
Dudu Magalhães, DogHero
Customer reviews
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best practices
1. Entende
Dudu Magalhães, DogHero
Saída de campo
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best practices
1. Entende
Dudu Magalhães, DogHero
Surveys
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best practices
1. Entende
Dudu Magalhães, DogHero
Customer service feedback
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best practices
2. Define
Dudu Magalhães, DogHero
internal interviews
external interviews
maket research
x
x
As pessoas precisam confiar nos anfitriões e sentir-se seguras para fechar uma reserva na DogHero.
• O tutor enxerga o Anfitrião como um estranho;
• Preferencialmente, o tutor deixa seus pets com amigos e
família;
• Ao ouvir falar na DogHero pela primeira vez, o tutor acha a
ideia incrível, mas não se sente confortável para usar o
serviço;
Hipóteses
Conceito
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best practices
2. Define
Dudu Magalhães, DogHero
User journey
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best practices
2. Define
Dudu Magalhães, DogHero
Crazy 8’s
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best practices
2. Define
Dudu Magalhães, DogHero
StoryBoard
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best practices
3. Valida
Dudu Magalhães, DogHero
Prototype
Low fidelity Medium fidelity High fidelity
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best practices
3. Valida
Dudu Magalhães, DogHero
Prototype Tools
Low fidelity Medium fidelity High fidelity
📝
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best practices
3. Valida
Dudu Magalhães, DogHero
UX Tests
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best practices
3. Valida
Dudu Magalhães, DogHero
Fake Featured
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resultados
5. Aprende, Mensura, Itera
Dudu Magalhães, DogHero
Conversão search ~ booking
META
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resultados
5. Aprende, Mensura, Itera
Dudu Magalhães, DogHero
Conversão search ~ message
META
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resultados
5. Aprende, Mensura, Itera
Dudu Magalhães, DogHero
NPS hosts
META
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resultados
5. Aprende, Mensura, Itera
Dudu Magalhães, DogHero
Signups
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resultados
5. Aprende, Mensura, Itera
Dudu Magalhães, DogHero
Crash free
META
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Dudu Magalhães, DogHero
Dicas
• Não tenha medo de errar…
• Tome risco com responsabilidade
• Mensure, itere. Mensure, itere. Aprenda o tempo inteiro!
• Mantenha uma rotina frequente de iterações com seus clientes
• Primeiro contato com produto = first dating
(Barra de qualidade nas nuvens)
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Obrigado! 🐶
Dudu Magalhães, DogHero