Meet Imad Abusam: Uber’s Lead Product Manager at the helm of changing the way consumers gift
December 7, 2023 / Global
Ever struggled with what or how to gift something to a friend or family member who lives somewhere else? Well, San Francisco-based Lead Product Manager, Imad Abusam and his team may have made this daunting tasking easier by launching Uber’s new gifting suite in time for the holiday season. “My job is to dream up the future of products and features, anticipate what people might want before they may even know it, and lead a big team to bring these ideas to life,” explains Imad. Below, he shares how the idea for the gifting suite was born, how the team brought it to life, and lessons learned about building something new and ambitious.
Tell us about yourself and your role.
“I’m an innovator and creator that always builds with heart. My passion lies in creating, and each endeavor I undertake is driven by a sincere commitment to excellence. There’s a thrill in crafting unique product experiences that captivate and delight users. I enjoy exploring the boundaries of what’s possible and then pushing the boundaries of what our teams can build. Product management is where I thrive; it’s a discipline that marries my love for imaginative thinking with the necessity for strategic foresight and analytical rigor.
At Uber, I lead the Uber Gifting and Uber Cash product portfolios. Within gifting, I reimagine how we gift one another across the world by using Uber and Uber Eats. I’m also responsible for the strategic expansion of our stored-value offering, Uber Cash, by pioneering new applications. Uber Cash serves a crucial function, offering an alternative payment solution for unbanked or underbanked individuals to access Uber’s services. It also facilitates partnerships, like that with American Express, enabling them to incentivize their customers through rewards.
“My role as a product management leader embodies a confluence of vision, adaptability, and human-centric focus. I craft and communicate a clear and compelling vision, underpinned by a strategic product roadmap. My approach to vision-setting is not necessarily tied to a product’s current trajectory but to a broader understanding of where technology and user behaviors are headed. My role requires me to possess an unerring sense of market and user needs, foreseeing demands and shifts before they become apparent. This enables me to steer teams through the uncharted waters of innovation with a pioneering spirit.“
Uber is the largest ride-hailing and delivery company (outside of China). The role of a product manager here is distinctively remarkable due to the immense scope of Uber’s operations, which span over 70 countries, and the complexity of the challenges we tackle. Our product offerings have a tangible impact on the world and carry significant consequences. I collaborate with an international cross-functional team responsible for ideating, crafting, and maintaining innovative experiences globally. By leveraging data, research, strategic planning, and a strong sense of empathy, I lead diverse, multidisciplinary teams towards achieving our collective objectives.”
Now, describe your role as if you were explaining it to a child.
“At Uber, I build products and features that create new ways for people to give gifts to their friends and family around the world. I also work on Uber Cash, which are credits that can be used to buy anything on Uber and Uber Eats.
My job is to dream up the future of these products and features, determine what people might want, and lead a big team to make these ideas real. We want to make sure Uber is a helpful platform for getting rides and food in many countries.”
Tell us the story behind your team’s decision to build a new gifting suite.
“Gift giving is a universal element in cultures across the globe, serving as a way to express affection and gratitude, strengthening our bonds with friends and family, and fostering meaningful and lasting relationships. Gifting is not just about celebrating important moments; it’s about enriching our lives and the lives of those around us by spreading happiness.
“Recognizing the importance of this tradition, our team is dedicated to transforming the gift-giving process, making it more effortless, convenient, and personalized. We believe that Uber is uniquely positioned to evolve this experience, offering a new and immersive approach to gifting.”
Our journey began with the ambition to redefine gifting. We started by enhancing our monetary gift offerings, introducing a best-in-class digital gift card experience. Leveraging Uber’s extensive global delivery network and our capability to deliver almost anything, we saw an opportunity to help consumers find and send gifts anywhere in the world quickly and easily. This insight led us to develop an ambitious and user-friendly gifting marketplace, unique in its approach and simplicity, truly transforming the act of gifting into a magical experience.”
Talk to us about the unique, new, and hard challenges your team faced while building the new gifting suite.
“Launching a new business and product vertical from scratch is incredibly challenging, especially when the goal is to create an experience that is 10x better than the current standard. It involves leveraging existing networks, marketplaces, and technological capabilities and building new ones to craft a seamless and magical experience. The complexity of gifting lies in its emotional and personal nature, and introducing a new segment of consumers—gift recipients—adds intricate dynamics to the process.”
Feature Discovery
“Our initial focus was on enhancing the discoverability of our gifting options and ensuring consumers are aware of our new capabilities. Since the needs of each user segment differ, we faced the task of addressing these varied requirements. Gift givers, for instance, may require assistance in selecting the appropriate gift for different occasions, which calls for a globally curated and merchandised shopping experience.”
User Needs
Merchandising gifts presents unique challenges due to the wide range of products varying in price, size, color, and style. Creating a cohesive and appealing display is complex, further complicated by the need to cater to diverse user segments, markets, and occasions, each with their own unique preferences, tastes, and budgets.
Merchants, on the other hand, need tools to distinguish gift orders for appropriate packaging and to identify products suitable for gifting. Couriers also play a crucial role in this ecosystem and need the ability to differentiate between various types of deliveries.
A significant aspect of our venture was to digitally replicate the excitement associated with unwrapping a gift. For recipients, this includes surprise elements like the option to open their gift digitally or schedule and track their delivery.
Regulatory
Operating on a global scale, Uber faces distinct challenges in each market, with different regulations governing monetary and restricted-item gifting. Capturing these varied requirements and defining a product experience that adheres to global standards posed a significant challenge in our journey to revolutionize the gifting experience.”
What went into the creation and development of the new gifting suite?
“Our approach began with a deep-dive into understanding the motivations behind gifting and the elements that make a great gift.
We then designed a rich experience on Uber Eats, simplifying the process of finding the right gift or transforming any item into a thoughtful present. Recognizing the importance of personal touches in gifting, we enhanced the messaging feature by incorporating video messages allowing users to express themselves beyond text messages.
Additionally, we developed an artwork library, offering users a selection of cards suitable for various occasions, further personalizing the gifting experience. A crucial aspect of our design was capturing the magical moment of gift unwrapping. We aimed to encapsulate the anticipation, surprise, and the deep emotional response that comes with receiving a special gift.
To complement this experience, we built technology that enables both the gift giver to schedule the delivery and the recipient to track their delivery. This feature ensures a seamless and engaging gifting process, enhancing the overall experience for everyone involved.”
What makes you happiest about customers using Uber gifting, especially around the holidays?
“I love the seamless integration of technology and personal touch. Uber’s approach transforms the traditional gifting experience into something more convenient, personal, and engaging.
The ability for users to send gifts effortlessly through Uber Eats, whether it’s a bottle of champagne, flowers, a meal from their loved one’s favorite restaurant or a carefully chosen item, adds a unique and personalized touch. This convenience is especially valuable during the busy holiday season, when time is precious.
I’m excited that we will be helping people around the world deepen their relationships with family, friends and colleagues using the technology we built. People will be able to easily find, personalize and send gifts to anyone in the world.”
Any advice based on what you’ve learned as you were building new gifting features?
- A strong vision and deep understanding of your problem are key to success. Creating exceptional products demands a deep understanding of all the constraints involved in solving a problem. Equally important is having an ambitious and clear vision. Such a vision acts as a guiding north star, essential for inspiring and aligning your team towards a common goal.
- Ambitious and complex projects take time. The next time you face a challenging initiative, try breaking it into achievable milestones. This not only instills confidence in your team but also ensures that the development is data-driven and headed in the right direction.
- Protecting the user experience is paramount. When faced with tough decisions,prioritize certain aspects over others. The user experience should always be at the forefront of these decisions, ensuring that the final product meets their needs and expectations.
- Strong leadership is vital. Effective leaders guide their teams through challenges, keeping them motivated and focused on the end goal. Such leadership is essential in navigating the complexities of product development and achieving the desired outcomes.
Explore our new gifting suite and our open jobs in Product Management →
Posted by Uber
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