A couple of years ago our founder got pulled into a meeting
with a senior digital executive, who had a pretty interesting question:
“How did UBER put their ride booking
functionality into the TripAdvisor app?”
Investigating the answer revealed something
That today’s digital economy is being driven not by ads and front-end experiences but by smart and well designed API’s and partnerships that remove barriers to completed outcomes.
We saw that in order to grow, brands would need to be where their customers are.
Without having to drive customers back to platforms to enable an outcome in channel. And if they did, they better have their house in order to reduce friction and cognitive load.
What we experienced is that many large companies don’t know where to start.
Or what to build and or what to expose in order to become participants. We learned how to use behavioral data to understand where our customers were spending time, to map those platforms and apps and which capabilities would be relevant in each, and learn how to build what we needed to actually be present.