# 14 — Product Strategy (CPO)

## Mission

Help every visitor to the UAE feel local — discover, plan, book, ride, eat, and stay safe — in one premium, multilingual app.

## Vision (3 years)

Navi is the default visitor companion across the GCC, with a multi-tenant partner network that earns reliable revenue from on-platform bookings and orders, and a content engine that ranks for the highest-intent travel queries in the region.

## Product principles

1. **One trip, one app.** Travelers should never need a second app for taxi, food, SIM, or emergencies during a trip.
2. **Local trust, premium polish.** UAE-first imagery, AED prices, Arabic from day one, fast bookings, instant confirmations.
3. **Partner-aware by design.** Partner data is isolated. A partner's view shows only their numbers. Cross-partner privacy is enforced server-side.
4. **Boring infrastructure, exciting moments.** Logins, payments, refunds, and offline behavior must be invisible. The "moments" — itinerary reveal, room selection, image translation — get the design love.
5. **Decisions you can defend.** Every recommendation we surface (hotel, activity, plan) ships with a reason; no opaque ranking.
6. **Accessible by default.** WCAG AA, RTL, large touch targets, and screen-reader labels are launch requirements, not "v2."

## North Star metric

**Confirmed bookings per active traveler per trip** (CB/AT/T).

This compresses three loops we want to win at: acquiring travelers (active), getting them to act inside the app (booking), and getting them to stack a second action in the same trip (per trip).

### Supporting metrics (input metrics)

- Activation rate: signup → first saved item within 24 h.
- Time-to-first-booking from signup.
- Trip-planner completion rate.
- Repeat actions per active trip (booking #2, food order, taxi).
- AED gross merchandise value (GMV).
- Refund-to-GMV ratio (≤ 2% target).
- Partner monthly active listings.
- App-store rating ≥ 4.6.

### Counter-metrics

- Crash-free sessions ≥ 99.6%.
- p95 API latency ≤ 400 ms.
- Support tickets per 100 bookings ≤ 4.
- Cart abandonment in checkout ≤ 25%.

## Personas

### Layla — Returning leisure traveler (primary)
Visits Dubai every 2 years, books mid-to-premium, plans with her partner, English-first. Wants curated stays, restaurant access, and a smooth taxi flow. Pain: juggling 4 apps (Booking, Careem, Talabat, eSIM provider).

### Omar — Business + bleisure
Two days of meetings, three days of leisure. Books a hotel via corporate channel, but everything else (rides, food, evening activities, eSIM) on Navi. Cares about speed and reliability. Often Arabic-first.

### Priya — First-time visitor
Family of four, 7-day trip across 3 emirates. High research intensity, low UAE knowledge, English-first. Wants a planner she can trust. Sensitive to refund risk and confusion.

### Ahmed — Hotel partner staff
Reception/ops at a partner hotel. Needs a simple dashboard: today's bookings, no-shows, tomorrow's arrivals, payouts. **No** access to other partners' data.

### Rashid — Activity partner owner
Single-emirate operator (e.g. desert safari). Wants exposure, calendar control, payout visibility, and the ability to add seasonal pricing.

### Internal: Operations Manager, Content Manager, Finance Manager, Support Agent, Super Admin (already specified in `02-roles-and-permissions.md`).

## Jobs to be done (top 10)

| Job | Trigger | Success | Failure |
|---|---|---|---|
| Decide where to stay | "I land Friday, where do we sleep?" | Hotel booked in ≤ 6 minutes | Switch to Booking.com |
| Plan a multi-day trip | "What should we do for 5 days?" | Itinerary saved, 1+ activity booked | Abandon planner mid-flow |
| Get from A to B | "We need a taxi now" | Cab on the way in ≤ 90 s | Open Careem |
| Eat dinner tonight | "We're hungry, somewhere nice" | Reservation or order placed | Open Talabat / Google Maps |
| Get a SIM before landing | "I need data when I arrive" | eSIM activated at gate | Buy at airport at premium |
| Find an attraction | "What's the Burj like?" | Tickets booked, info clear | Bounce to TripAdvisor |
| Find a pharmacy | "I need allergy meds" | Order placed, delivered | Walk to pharmacy |
| Translate a sign or menu | "What does this say?" | Translation in 2 s | Use Google Translate |
| Reach emergency services | "Something happened" | One confirmed tap to call | Search "police number UAE" |
| Manage a booking | "I need to change check-in" | Self-serve change | Email support |

## Roadmap themes (Phase 1 → 4 lanes)

- **Trust** — auth, payments, refunds, support, audit, privacy. (P1–P3)
- **Discovery** — destinations, listings, search, ranking, content. (P1–P2)
- **Conversion** — checkout, room select, promotions, abandonment recovery. (P2–P3)
- **Companion** — taxi, food, pharmacy, grocery, SIM, emergency, translator. (P2–P3)
- **Trip Planner & AI** — preferences, generation, save/edit, real-bookable steps. (P2–P4)
- **Partner success** — onboarding, listings, payouts, analytics, support. (P2–P4)
- **Growth** — SEO, ASO, referrals, premium, retention. (P3–P4)
- **Expansion** — multi-country, multi-currency, B2B partner API. (P4)

## OKRs (Phase 1 — first 12 weeks after launch)

**O1. Travelers complete a real action in their first session.**
- KR1: Activation rate ≥ 35%.
- KR2: Median time-to-first-saved-item ≤ 2 minutes.
- KR3: Onboarding drop-off ≤ 30%.

**O2. Partners can transact reliably.**
- KR1: 25 active partner listings published across all kinds.
- KR2: 0 cross-partner data leaks (must be 0).
- KR3: Partner satisfaction (CSAT) ≥ 4.4 / 5.

**O3. The platform is dependable.**
- KR1: Crash-free sessions ≥ 99.6%.
- KR2: p95 API latency ≤ 400 ms.
- KR3: 0 P1 incidents in production.

**O4. We learn quickly.**
- KR1: 30 traveler interviews completed.
- KR2: 12 partner interviews completed.
- KR3: 1 weekly product review with documented decisions.

## Decision-making

Major scope changes require an RFC (`docs/templates/rfc-template.md`). Architecturally significant decisions get an ADR (`docs/templates/adr-template.md`). Trade-offs are documented; opinions are surfaced; reversible decisions are made fast.

## Documented assumptions

- The first 12 months are about depth in UAE, not breadth across countries.
- "Premium" is a small early bet; if attach rate is < 4% by month 6, we deprioritize it.
- Partner side wins the platform if the first 25 partners feel respected and earn predictably.