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November 6, 2018 Migo, Founder and CEO
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Jeff Warren is the founder and CEO of Migo, the search app for personal transportation that mixes rideshare, traditional taxis, car-share (i.e. Car2Go, ReachNow), bikes, scooters and public transit onto a single real-time mobile app. Prior to creating Migo, Jeff led the marketing team at Expedia for Travelocity and Wotif. During his tenure at Expedia Jeff also created the first marketing team to employ data scientists and machine learning systems, leading Metasearch (i.e. Kayak, TripAdvisor, Trivago) to move from contributing 1% of Expedia's hotel booking volume to over 20% in less than a year. In addition, Jeff held a variety of leadership and corporate development roles at Motorola, where he led the team that introduced Android products.
MemberMobility as a Service (MaaS) showsf how design thinking can limit the paradox of choice to streamline searchability for eHailing services.
There are several ways to address paradox of choice in design thinking, including design simplicity-enabling customers to choose, not pick
In Design Thinking, product managers must give people enough options to make informed decisions without affecting conversion.