Uber's Director of Product Experience on the importance of perfect partnerships

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More and more companies are looking for complementary partnerships in product and service providers, to deliver delight in a seamless manner to customers. Uber is a trailblazer in this manner, partnering with restaurants for delivery, Spotify, Live Nation, kitten shelters and Goodwill. These collaborations are born out of a unique understanding of who the Uber rider is, what they are interested in and what they like and dislike. After developing this deep understanding of how customers behave, brands should look to partner with partners that have an overlapping user base.

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