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Summary
Uber is powered by insights. Chances are good that your company is, too. We’ve all had firsthand experiences of an inconvenient truth: insights are only as good as our ability to make use of them, and centralizing insights in a tool is only one piece of the puzzle. In this session we’ll not only share how we created our insights database, Kaleidoscope, but also what we’ve learned about changing behavior through partnerships and processes at an organizational level.
Key Insights
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A unified insights taxonomy with 'who, what, why' improves clarity and usability of insights.
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Insights are defined as actionable learnings that inform decisions, not just raw data or facts.
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Triangulating insights across functions and geographies reveals broader opportunities and regional nuances.
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Insight creators want their learnings applied responsibly and without being taken out of context.
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Insight consumers seek deep understanding to inform strategic decision-making.
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Adoption of insight platforms is boosted by social incentives like awards and collaborative events.
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Connecting existing siloed systems rather than replacing them encourages buy-in and richer networks.
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Real-world connections and knowing who to contact are vital alongside digital insights tools.
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Maintaining quality control and vetting content is key to building trust in the platform.
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Ongoing challenges include incentivizing consistent submissions and automating insight imports to ease user effort.
Notable Quotes
"An insight is an important learning about people, our applications, or the world that helps us make an informed decision about a project, roadmap, or program."
"Who, what, and why help ensure an insight is complete enough to stand alone."
"Uber bus drivers in Cairo end up working longer than their scheduled shift because they still receive requests 20 to 30 minutes before their shift ends."
"Sharing is actually the end—it’s basically the last step that means you’ve completed your study or analysis."
"A kaleidoscope helps us see changing patterns to perceive new images and pursue new possibilities."
"People want to get credit and recognition for the work that they’re doing."
"The person sitting next to you probably solved that problem already—just talk to one another."
"Connecting strings of Christmas lights is a mental model for connecting teams’ insights without superseding their systems."
"Validation helps drive action, so feedback and social engagement keep people motivated to share insights."
"Sharing enables lots of great things to happen—it’s better than being locked in silos."
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