How Uber Connect went from idea to launch in just a few weeks

Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market. Here’s how.

The context 

Demand for Uber’s ride-hailing plummeted during pandemic but it noticed people hacking the service to send parcels and other items. 

The response 

• Uber employs a series of user experience and market research teams tasked with looking inward as much as outward and whose insights are always on tap.
• Experimentation is always taking place but never without the knowledge of an unmet need or a shard of consumer insight operating as a hypothesis. 
• It was able to accelerate the usual rounds of testing and experimentation since its marketing and product teams already worked closely together.

Takeaway

Having faith in the marketing organisation as a vantage point on the market, rather than a promoting afterthought, helps to de-risk new ideas.