Behind. the Launch. TomTom RIDER Welcome to our first Behind. the Launch. newsletter! #BehindTheLaunch

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1 Behind the Launch TomTom RIDER Welcome to our first Behind the Launch newsletter! Behind the Launch is a new series where we celebrate the people and teams who work behind the scenes to design, develop and bring the product to market. Every year TomTom launches hundreds products. Some are innovative and take years to develop, while others are monthly, weekly or even daily technical updates to services and features already in the market. Every one of these launches are important to TomTom. We often celebrate, with great fanfare, the day our products or services launch in the markets. We call these product launch days. Now we want to focus on the actual people behind the scenes who help bring the product to market. We think that what happens behind the launch is just as important as the product launch itself. #BehindTheLaunch So, we want to introduce our first Behind the Launch Initiative! It s in infant stages and we are still developing story lines, feature articles and interesting content. The only way to make it a success Is for you to participate and share your stories too. We hope you enjoy and learn more about your colleagues.

2 Berlin team NavKit Routing Team, NavPU Arek: Felix, our TPO, brought to us a few devices so we could test our development build and features on it. did you explain your contribution to the product? Xiang: We plan the route. Tetyana: We do the thrilling. What was a typical day like while Benjamin, Asif, Xiang: Coding, testing and fixing bugs. Tetyana: I had to do a lot of cross-team and cross-pu communication to align all the teams in developing the best possible product and the best architecture. How did you collaborate with other team members across other functions? for you/your team? How did you Arek: Testing multiple features is getting more challenging for us. More variations of calculated route requires more test coverage. And we are not talking here only about unit or reflection tests, but also about complex mass tests suites covering various world regions and multiple routing edge cases. Robert, Xiang: Limited time and product stability. Sven: As we had to implement the new functionality in a short time quite a lot of colleagues inside of our team were working closely together Hugues: Getting a feeling for what good winding routes mean for motorcycle drivers. Making assumptions for what the customer would like. on Wings. Collaboration went well and was fun - in the end we delivered everything on time. On top of that, one particular routing feature was inner-sourced by another team which required an Tetyana: I have learnt that a product can reach intense and fruitful inter-team collaboration. the market in less than a year after the first about What are you most proud of? brainstorming discussions about possible start of the project took place. It was incredible! What s your next dream project? Arek: RIDER routes are going one step beyond. You Sven: Multi-modal routing. still can get best routes and reach your destination within a good time, but you now you can add Tetyana: Routing that considers weather conditions. some extra thrilling flavour to make the ride more pleasant. Robert, Xiang: We develop it and someone uses it. We improve it and someone likes it. Tetyana: I m especially proud of A-A routing, which unfortunately was not included in the first shipped version, but should reach the clients with the next update.

3 Taipei Mango team Navigation UI Implementation We are located in Taipei, and involved in glove friendly features. Our accomplishments are regularly demonstrated to PO/customer, but we also share to all the other TomTom teams teams located in Taipei. did you explain what you did to make the product? We explain the importance of glove friendly for such a product for riders with gloves, and also show them the evolution between the new design and former model. We also describe the improvement of user experience against other PND products such as menu paging control, zoom bar, control center, bigger hit area, padding of menu items etc. What was a typical day like while Excited to see the launch of the product and being energetic to discuss with team mates for implementation. How did you collaborate with other team members across other functions? Frequently collaborate with PO/UX by prototyping How did you interact with users - motorcycle riders? Showed to friends the convenience of operating the system while wearing a glove. The environment of riders is more difficult than drivers in car; so a better and considerate design is really important. If you could do anything different what would you do? Integrate into a helmet. and refinement for best design closer to end user s need. What s your next dream project? about What are you most proud of? Autopilot. How has being a user influenced the way you worked on the project? We are proud of the features that we implemented, as they are advertised as the key features of the device. We imagine that users have a better experience operating the system due to this technology. As a motorcycle rider, it s indeed necessary to wear gloves during winter time, thus I have better feeling about the importance of how easy to operate the navigation system. It s also important to have better vision of the screen by high contrast for your team? How did you and vivid colors of the UI under sun light. We are located in Taipei collaborating with teams overseas, time difference is the biggest gap. We have good communication with peers in London, Amsterdam and India via proactive and frequent communication.

4 Taipei team UI Software, Supply Barry T: My friends and I are part of a motorcycle club, and they find it is an amazing product. Kidd K: To my family, I am proud to have contributed did you explain what you did to make the product? Barry T: They thought it was quite cool: Capacitive touch panel, waterproofness, dual modes for car and motorcycle use. about What are you most proud of? Matt W: I think with this new RIDER project TomTom has moved our motorcycle navigation to the next level. Chain, Quality, EE & ME Development, Project Management and Productisation to the product development. Connie L: I showed it to my wife as it is kind of a special product for motorcycles. It also has a cool look, especially the metallic parts on the sides. What was a typical day like while Kidd Kuo: We work together with the EE engineer to translate the schematics into a PCB layout. Connie L: I perform test setup and driving for field Leo C: It is a product with right definition. We are glad to pay efforts to make it real. for your team? How did you testing, and as an added perk, i get to always have lunch at a convenience store or McDonalds. Leo C: New design to be implemented in a tight schedule with lots of supplier troubles. We showed Mark K: Very busy. great team-work in solving critical issues caused Leo C: Issue tracking/solving, design activities and by the new design & vendors. required communication drove most of my days. John H: There are a lot of tough new, unique We are part of a global project team. and difficult items for the Wings mechanical How did you collaborate with other team members across other functions? Mark K: Simple, I walked over to their desks, discussed and made sure we got results. design. For instance: We had a one meter concrete drop test, the IPX7 waterproof test and a TUV vibration test that all needed to pass. How did you interact with users - motorcycle riders? Leo C: Ensure that information is transparent to team members, sync up the pace of different functions, drive issue solving and reduce dependencies by making collaboration between functions. Matt W: I had one secret weapon my father who lives in Canada is a registered TomTom Beta Tester and an avid motorcyclist. So along with posting his reactions to the forums he also helped to give me some direct feedback during the course of the project. Matt W: I was blown away with how talented, dedicated, and hard working our Taipei team is.

5 London team NAV UI Charlie Bucklitsch: I showed my father who is a keen motor bike rider. He loved the Thrilling Ride screens. Bill Breen: My cousin in Jersey (New Jersey for those in the UK), is a big petrolhead, and makes a yearly Bill Breen: Actually I didn t. I wanted him to see the product for what it was (and wasn t). His expert opinion is one I truly value, esp. in this area and I wanted the unvarnished truth about what we had and where our opportunities were for improvement. Then, maybe, afterwards, I pointed out that I was involved in the GPX track routing, track management, winding/ thrilling routes and itinerary meta-data. Bill Breen: The excitement of a new product and a new focus. Its a different way of thinking to produce a product for someone for whom the A to B may not be as important as being able to enjoy the bits between. for you/your team? How did you pilgrimage to Deal s Gap, a.k.a. The Dragon. did you explain your contribution to the product? Charlie Bucklitsch: We explained that we are working on the new Thrilling rides, GPX import and export and What was a typical day like while Bill Breen: Hectic. Always is when you re making a product that you know will be in front of customers that really love to ride, 2 parts perspiration, 2 parts inspiration, a dash of luck, shake well. Charlie Bucklitsch: Time. We had to do a great deal of work in parallel to other teams who were delivering in the same release. Bill Breen: This was a big project with a lot of teams, each delivering features and software at different times and being able to join all the pieces together. the Glove Friendly UI. How did you collaborate with other team members across other functions? Charlie Bucklitsch: We had regular alignment and Darren Jones: Glove Friendly UI applied to a UI not designed from the start. How did you interact with usersmotorcycle riders? code review sessions. Charlie Bucklitsch: We work closely with the UX team Bill Breen: Phone, , person to person. In January, who conduct field trials with real users. We also take as the requirements had started to solidify, we all sat input from Beta testers. in the same room, members of routing and guidance, map visualisation, locations, live services, project management and UI. Sophie Yim: We went for a ride with a motorbike user and saw the need for the glove friendly UI. about What are you most proud of? Charlie Bucklitsch: The Spanish media event. The Bill Breen: Other than my cousin, mostly with the beta testers via the tomtom forums. feedback was very positive and great to read. Charlie Bucklitsch: We learned a lot of new techniques Sophie Yim: Seamless integration with new NavKit APIs and high quality code. for building a niche product out of our existing designs. Bill Breen: I know more about GPX files than is socially acceptable to admit, probably.

6 When did you start riding a motorcycle? I started riding motorcycles about 12 years ago. Tell us how you tested the winding roads and hills features? Where did you test them? I had to put my dad in a chair when I told him the I tested the feature in the southern part of news he wasn t very fond of the idea as his only the Netherlands around my home town Eindhoven daughter was going to do something completely and abroad in Belgium, Germany and Luxemburg. crazy (in his eyes ) :-S. I guess my interest comes The real challenge for the feature is here in the NL from one of my teachers at primary school. as we don t tend to have that much winding roads, She rode a motorbike and that was so cool it just so to make an interesting route is challenging for kinda stuck with me! the system. But it managed to find the only few What type of rides do you do the most? roads we have here in the NL and build a nice route out of it. Sometimes it s still not great, but I blame the Dutch road network instead of the feature. Leonor Orban de Lengyelfalya TomTom Employee and BETA tester I had to put my dad in a chair when I told him the news... How did you become a BETA tester for TomTom? I got invited via a EHV based colleague to attend a discussion on Wings early last year at ODE. I met Marlies there and she was keen to get me on the beta team as one of the few female bikers at TomTom as well as one of the few people experienced in designing motorbiking routes for large groups of bikers. What does a TomTom RIDER BETA tester do? Test the Rider and its features in various situations, to try and cover all possible motorbiking environments where you d use a Rider. I prefer to ride weekends and long travel. Commuting in the NL with a motorbike is no fun. Eindhoven-Amsterdam would take me 2 hours over a traffic jammed highway. During weekends we tend to travel to places in Luxemburg and Germany. What is your favorite feature on the TomTom RIDER and why? My favorite feature is the winding roads option. Í don t always want to spend time on my laptop preparing a route. Sometimes I just want to go and have fun. Although the feature can still be improved a do notice it works really well on the new rider. Especially the option to add viapoints. It s really cool and takes me to nice places. Abroad it does a really great job and provides good routes. However: the most winding option in the feature could be even more windy if it was up to me! What is your ultimate road trip? Next year we re planning to ride from Turkey to the NL via Greece, Macedonia, Serbia, Montenegro, Bosnia & Herzegovina, Slovenia, Italy, Switzerland, France and Germany. The other one s are an offroad trip through Patagonia and an offroad trip in Iceland. Any trip that contains a motorbike, friends, meeting new cultures and nature, sharing the passion with same-minded people, nice winding roads and a bit of adventure and a piece of healthy fear will make my ultimate road trip. We re responsible to ensure all feedback is uploaded to the BETA forum so the developers can tackle all bugs and issues and further improve the product, and actively participate in forum discussions to help each other out and try and solve issues and provide suggestions for further product improvement.

7 How did you collaborate with other team members across other functions? I learned and experienced lot about the specific Quite intensively, especially with product needs that motorcyclists have for navigation management, product marketing management devices. And about delegating work to make sure and product owners. But also with the hardware everything is finished in time. engineers and testers. I believe the collaboration went quite well because there was a shared belief in both the urgency and the feasibility If you could do anything different what would you do? of the project. I would start the entire project just a couple Sytse Goverts Senior Interaction Designer about What are you most proud of? I think the shared belief and enthusiasm throughout the different teams. I m most proud of how we were able to convince higher management to focus the company for a short while on this project to make Rider happen. of months earlier; one extra software release would have really helped make the product more mature. On the other hand the time pressure did help getting a lot of focus on this project. What s your next dream project? That would be about navigation for (competitive) cyclists. I m most proud of how we were able to convince higher management to focus for a while on this project to make Rider happen. My wife; I m always very keen to hear her views on new TomTom products. did you explain your contribution to the product? I designed it Well, the interface that is. What was a typical day like while I don t think there was a typical day while working on the project; initially it involved a lot of conversations with product managers and fellow designers to get the concepts matured and later on it was more production work (specifications, marketing material) and aligning with the product for you/your team? How did you Making sure that once there was development capacity allotted that all the different features were specified sufficiently for the developers to start building them. I overcame the challenge by dividing the work with fellow designers and by actively keeping track of the progress that was made by the entire design team. How did you interact with users/ motorcycle riders? Initially through focus groups, later on by getting feedback from the beta testers. And throughout the project by ad hoc conversations with riders owners and developers. within the company.

8 How did you become a BETA tester for TomTom? My sister-in-law who works at TomTom told me about the beta-test program What does a TomTom RIDER BETA tester do? Ride your bike (and test the RIDER for defects, enhancements and suggest new features / functionality) When did you start riding a motorcycle? When I was 18 after I got my car driver license. What type of rides do you do the most? Tell us how you tested the winding roads and hills features? Where did you test them? In New-Zealand on a 4 week road trip on a Harley Davidson. What is your ultimate road trip? Round the world trip on a Harley Davidson with my dad! Tell us about your longest ride? 4 weeks road trip in New Zealand with my dad. About 8500 km. Best and longest trip ever. Preplanned the route with Tyre. Uploaded selected hotels and sightseeing POIs to RIDER and selected Winding Roads. It really took us to the nicest (hard-top and gravel roads) you can find! Mostly Daytrips and long holidays. Steven Helsdingen BETA tester What type of motorcycle do you ride? Suzuki GSR-600 at home. Harley Davidson in developped countries and local 125cc motorbikes in Asia while on holidays. Longest ride - 4 weeks road trip in New Zealand with my dad km. What is your favorite feature on the TomTom RIDER and why? Winding roads! Excellent feature if you want to find an exciting road if your are at some place you have never been before. What feature would you like to see on the TomTom RIDER that we don t have? Altitude gauge.

9 What was a typical day like while As a result, the sales of the Rider category doubled and TomTom decided to invest in the category again In my role, I need to dive into the leisure riding world and understand what it truly is about. This is with a Nav4 product. Now seeing the Rider category grow over the years is extremely rewarding to me. really fun. Generating consumer insights, developing a compelling consumer story and executing targeted marketing plans that support sales. for you/your team? I really enjoyed working towards the launch of the Launching on time for the biking season was all-new TomTom Rider, and now look forward to challenging but thanks to everyone s dedication monitoring its progress in the market so we keep we managed. growing. How did you collaborate with other team members? How did you interact with users - motorcycle riders? We are lucky to have a big motorcycle community As a Product Marketing Manager you are the spider within TomTom. On a frequent basis we interact with Carmen Maqueda van Duivenbooden Product Marketing Manager The more you listen to your target consumer, the more chances you have to succeed. Outside of my TomTom colleagues, the real first people I showed the final product to was a group of 45 motorcycle journalists from all over the world. This was during the Rider Global Media Event in Marbella, where the product was presented to the outside world for the very first time. It was a very special moment as I found myself presenting the result of many months of hard work, (not only mine but also my colleagues!) to our target audience. did you explain your contribution to the product? I explained that I was responsible for understanding what bikers really want in their touring adventures and helping turn those biking dreams into realities. in the web that liaises with all the different teams to make sure your assigned product is successful in the market. You are responsible for creating and protecting the Value Proposition, briefing the different Marketing teams to tell one consistent story, and pushing the teams so we all work towards the same goals and deadlines. about Working on the Wings project is very special to me. Wings derived from the success of the Rider 5, where I was the responsible PMM. At the time, we worked hard on redefining the target audience to leisure bikers in the Touring and Cruising segment, made consumer-led improvements in the product, changed the messaging accordingly, and redefined our sales channel strategy. All of it with a Nav2 product. them in the form of focus groups, or sometimes just informally to cross-check concepts or ideas to ensure we are on the right path. Like in every new project, the more you listen to your target consumer, the more chances you have to succeed. What s your next dream project? I don t think the Rider project is over. There are tons of things we can still do to grow the market and expand the Two-Wheel category.

10 What was a typical day like while How did you interact with users - motorcycle riders? Talking. My biggest contribution is as an experience Before I graduated, I worked part-time in a big expert with a good view on the software side and motorcycle shop for about 10 years. I know quite lots of knowledge about the TomTom products. some motorcycle riders from that time so I could Talking with UX and Product Management about exchange general thoughts with them. what bikers want, what is technically possible Also we have a few colleagues within TomTom or easy to do and of course how we can be Eindhoven office that ride a motorcycle. We innovative and distinctive in the market. arranged that we all went to work early so we could How did you collaborate with other team members across other functions? go and find some thrilling roads in the afternoon. Visit them. Have a beer. Together brainstorm I learnt a lot about how to get from an idea to about the product. a product. You can have lots of good ideas, but it is Joost van den Ouweland TomTom Employee and BETA tester My father. Most of the time we ride together. about What are you most proud of? Finally a next generation RIDER product, based on the TomTom NavKit navigation engine! This is the basis of innovations that are already in the product, and it will enable us to take that even further in the future. quite a challenge to make them into a high-quality and innovative product. If you could do anything different what would you do? Show working prototypes to product management. The best way to explain your idea and talk about it. What s your next dream project? Finally a next generation RIDER product, based on the TomTom NavKit navigation engine! He is a professional driver and always knows to find the best roads out of his head. I am taking the Software Developer approach and try to use software to get to the same goal. did you explain your contribution to the product? During the project, I kept him updated about the progress we made as TomTom. It is nice to see this great product end up in the stores, so anyone can use it now. Even though there are enough ideas to make it even better. for you/your team? How did you The previous RIDER 5 product, was quite far behind compared to what TomTom offered for car navigation. The use cases for a RIDER are quite different; you want to find the nice and quiet roads instead of the fastest ones. As soon as it was possible to plan winding routes and import GPX, the foundation for a serious product was made. A way to find even better biker roads, with less user interaction. How has being a user/rider influenced the way you worked on the project? Being a rider myself was a great help. I was able to use my own experiences and put the new RIDER through its paces myself. I rode with the very first drivable RIDER prototype to Germany one weekend. I could then share my feedback with the team and create an in-depth product review.

11 Ready to #ACHIEVEMORE Amsterdam PM: Marielke Nieuwerth-van den Akker, Willem Janssen UX: Bram van der Vlist, Cees van Dok, Claire Walker, Gerry Harvey, Hayley Gaulton, Ivar Brouwer, Jan Hendrik NavKit MapVis: Hendrik Ziezold, Anna Krzyzanowska, Matteo Mecucci, James Tebbutt, Lulian Marinescu Ghetau, Marcin Rogucki, Pawel Rusek, Shambhu Sharma, Adam Kepinski, Artur Czajka, Jerzy Pabich, Przemyslaw Koska, Rafal Wawrzyniak Taipei Daniel Huang, Delta Chao, Gibson Tsao, Ian Huang, John Huang, Lawrence Chang, Leo Chiou, Luke Hou, Mark Kao, Mark Kao. Delta Chao, Matt Werbin, Nelly Wu, Ryan Sung, Tim Liu, Will Lin, Yu-Ti Su London Alastair Milne, Ben Roe, Bill Breen, Bruno Cicciarello, Charlie Bucklitsch, Chee Yong Teh, Chris Trick, Daniele Rossetti, Darren Jones, David Place, Hugo Abreu, James Curry, Jeremy Green, Jose Torre, Keith Playford, Lina Shepherd, Mayank Kedia, Sophie Yim Hammink, Jason Hopkin, Jason Lipshin, Jasper Michiel van Hemert, Jose Torre, Liesbeth van Driel, Mathieu Doorduyn, Sonja Radenkovic, Sytse Goverts, Xinrong Ding NAVapp Wings team: Charlie Bucklitsch, James Janisse, Khoi Ho, Nafiseh, Natasa Jovanovic, Rolf Dorland, Teresa Operations: Hanaa Adel, Guy Hepponstall, Edwin Velthuis, Arne Kroon, Michael Werner, Luca Gentile, Eva Knoop, Isabelle Bartolini, Salvatore Burtone, Francesco Viscomi, Joost van der Laan, Rodolfo Takeshi Jimenez Kato, Mariana Reynaud, Randy Vasilda, Saskia Albers Berlin Routing: Arkadiuz Skalski, Asif Eqbal, Benjamin Bahnsen, Carsten Gutwenger, Dmitry Bazhin, Ewgenij Gawrilow, Felix Koenig, Hugues Mathis, Jan-Ole Sasse, Kai Hoewelmeyer, Mirko Brodesser, Neil Sluman, Robert Fischer, Serge Rogatch, Sven Grothklags, Tetyana Eindhoven Navkit Location team: Henk van der Molen, Bjorn Martens, Patrick van den Berg, Paul Lieverse, Rob van Seggelen, Stefan Marchal, Vadim Makarov Silva PND SW: Aqibuddin Khamruddins, Bart Kaspers, Dzyuba, Xiang Liu PND Platform SW: Arun Joseph, Jan-Evert Grootheest, Colin Ashruf, Darren Ledger, Dinesh Gurram, Edwin NKW Engine: Alexander Bulovyatov, Andrei Ivantickii, Johan van de Boom, Joost Pennings, Lucas Gomez Adriaansen, Erik Vermunt, Ernst Frederik Ochsendorf, Javier Pérez Fernández, Jochen Eisner, Jürgen Werber, Jimenez, Manivannan Radhakannan, Menno Timmermans, George Wentzel, Guadalupe Cebrian Rentero, Harpreet Pieter Thysebaert, Simon Hill, Tetyana Dzyuba Oreste Salerno, Patrick Bijker, Rogier Mink, Sandor van Rhijn, Stefano Petracca, Teresa Silva, Valerio Pilo Navkit Program Team: Leon van Helvoort, Anna Bednarczyk, Fabienne Kulakowski, Katherine Sheehy, Andrew Leadbetter, Iker Veiga Perez Sethi, Holger Macht, James Montgomery, Jari Tolkkinen, Jonathan Araujo, Jonathan Wheatman, Joost Pennings, Joseph Pilling, Kamil Pierzchalski, Kirsten Trede, Kwok Wong, Mahima Soni, Marlies van Roosmalen, Martin Eijman, Matthew Agustin, Max Bogers, Nero Mali, Philip Cork, Rajesh Chunduru, Rogier Stam,Sinan Demir, Sjaak Guidance: Aurelien Lourot, Calin Ciutu, Felice de Robertis, Michael Hausen, Michael Wyrzykowski, Michal Vranek, Pawel Pszona, Sara Brodin, Sergey Kabanov, Stefan Gheorghe, Teppo Lehtonen, Tetyana Dzyuba, Matthias Peinhardt Schilperoort, Thomas Jongepier, Wouter Stukart HW team: Allan Donneley, Brad Buike, Daniel Browning, David cox, Mark Dempsey, Nicholas Evans, Richard Mattra, Vince Wolfe

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