If you were the PM for Lyft, what dashboard would you build to track the health of the app?

Clarify:

Are we talking about the rider dashboard or driver dashboard? Assume rider

When we say health of the app, I consider the engagement and the monetization factors.

Assume in the US

Assume no timeline constraints

Mission: to improve people’s lives with the world’s best transportation

Lyft is a marketplace where the riders are matched with the drivers.

We are going to focus on rider side.

User persona:

Business travelers (time constraint, no budget constraints)

Tourists ( no time constraint, budget constraint)

Commuters ( time constraint, budget constraint)

Goal: design rider dashboard to track the engagement and monetization in the US

Customer journey:

Customer to enter the address

Select the ride

Driver to confirm the ride

System to show ETA

Driver to pickup the rider

Dropoff at the address

 There 2 main factors for the metrics:

User metrics

Revenue metrics

User metrics of Riders:

Acquisition: # users who called lyft

Activation: #riders downloaded the app, #riders used the app after in the first month after the download

Retention: DAU/MAU(stickiness), #of cancellations from riders

Referral: change in NPS score  

Revenue Metrics of riders:

ARPU

Other metrics:

Avg ETA

Geography

Which device used mostly

Seasonality

Since the main items is to figure out the engagement and monetization, we would start with retention and ARPU. 

Describe Product: Lyft is a ride-sharing app that picks people from their target location and drops them at their destination.

Clarifying Questions:

Are we talking about building this dashboard for the mobile app or the desktop app?

What’s the purpose of building this dashboard? Are we building it to track the awareness about the product, or trying to track the conversion rate or trying to see the revenue getting generated with this product.

Are we trying to build this dashboard for any specific geography or it should be accessible to anyone and anywhere whoever uses this app.

Users :

1)    Riders:

      - People going to office daily

      - Students around the university campus who need rides for going for grocery or for getting back home after partying late night

      - Tourist who visits the place and do not have a car and use lyft for riding.

2) Drivers

      - People who drive lyft

I will prioritize the riders as the user group and will further prioritize the people who are using lyft for commuting to office.

Use cases:

As a rider, I want to book the lyft so that I can commute to office at a minimum price.

As a rider, I want to pre book the lyft so that it gets arrived at the right time and avoid the waiting time for me.

As a rider, I want to book the lyft so that it picks me up from my target location and drops me to the destination without stopping anyone else on the way.

As a rider, I want to prepay the money via lyft app so that I don’t need to carry the cash or avoid my time of paying to the driver once the ride is finished.

I will prioritize the usecase1

Metrics:

1)    Awareness : To make sure that people are aware of the ride sharing app lyft. This can be measured as % of people signing on the app every month.

2)    Activation : The number of people who are actively engaged with the product.

This can be measured by the % of people who sign up on the app and use the ride for the 1st time . This is to measure the conversion rate that how many people are getting converted from sign up to started using the app.

3)    Retention: How many returning users are there. This can be measured by the % of people who are returning to book the ride again and again. This can be measured on a montly basis like how many people returned to book their ride again after booking for the first time.

4)    Referral : This shows how many people started using lyft on the recommendation of someone else. For e.g. % of people who used the lyft when they were referred by one of the existing members of the lyft or via social networking or via word of mouth.

5)    Revenue : how much money this product is making. How much revenue is getting generated on a monthly basis?

6)    Engagement : How many people are actively engaged with the product. For e.g. how many rides a person is booking on a monthly basis and what is the distance for which they are booking the ride.

7)    Happy : How many users are happy with the product. For e.g on a scale of 1 to 10 how many people rate the product above 8.

8)    Adoption : How many people moved away from using the other product and started using this product. For e.g. how many people adopted to lyft.

9)    Task success : How many people are successful in booking the ride. % of people who book the ride successfully and do not cancel it after booking.

I will prioritize first Retention then activation (conversion rate) then awareness then adoption.

It is imperative that the existing customers should be retained because the cost of acquiring new customers is more than retaining customers. Once the customers are retained, I will try to convert those customers to start using the app and then my priority will be to make the product accessible and aware to as much as possible so marketing will play an important role here which will help to acquire new customer.

Question: If you were the PM for Lyft, what dashboard would you build to track the health of the app?

1. CLARIFY

• Summary of product: Lyft is the platform connecting Passengers, who want to book a vehicle to meet their travel demands, to Drivers, who want to earn money by driving and carrying passengers. Lyft allows people to connect by using the booking feature of the mobile app. The payment will be processed through Lyft’s system. There are separated applications, one for Passengers, and one for Drivers.

2. USERS

• Passengers: who want to hire a car and driver for a short period of time to carry them from location A to B 

• Drivers: who want to earn money by driving and carrying passengers.

=> Because our time is limited so can we focus on only one customer segment? 

I suggest the passengers since I believe drivers would rely on passengers.

3. USER JOURNEY

• Be triggered

  • Ads

  • Social network

  • Friends

• Take an action

  • Downloads

  • Registration

  • 1st booking

• Retention

  • 2nd booking

  • Forming habit

• Reference

  • Word of mouth

  •  “Share” - social network

  • Feedback - like, rating, comment, recommendation

4. METRICS

I will divide our metrics into two kinds - primary and secondary because we don’t have enough time to keep track of all activities.

Primary Metrics

To save our time, I suggest that the phase we should break down is ACTION.

5. CONCLUSION

In conclusion, I suggest that we should see the big picture first before digging into detail because most PMs don’t have enough time to see the detailed metrics. Therefore, we should divide the metrics into 2 groups, primary and secondary. If the primary metrics notify us that we should take more time to monitor before bad things happen, we will go to see the secondary metrics. 

If you were the PM for Lyft, what dashboard would you build to track the health of the app?

Clarification 

When you say health of the app - are we implying health of Lyft or health of the usage of the app, let's assume the 2 are interchangeable since almost all of the rides (hence the revenue is generated via the app) are generated via the app.

Why do we want to design the dashboard

Assuming it's to ensure that company's health is fine and in one glance you get a download of whats going on at a high level.

If there's something going wrong then it should show up, we shoud be able to narrow down the scope further 

About Lyft

Let's a take a step back to understand what lyft's is to make transportation accessible to everyone.

Stakeholders

There are 3 critical stakeholders - business, customers and drivers 

What metrics to track

When we design the dashboard we want to ensure we capture enough info to present the important metrics,

Primary metrics:

Business health: What can we consider? Rides booked, rides completed, revenue generated, miles travelled

Given the mission of the company, I think rides taken daily is good customer facing business metric to start with since it's an output metric representative of Business in terms of revenue generated and  also growth of business however it doesn't capture the post ride experience so we may want to combine this graph with an NPS view. 
 

App health: this can be broken down into 2 : customer side and suppluy side

Customer side

We should be able to look at these metrics and decide if app is in good shape

Quantiative level 

Active users: We want to looking at Daily/weekly/monthly actives users on an app open basis and also rides taken basis ( only count those users who booked a ride). 

Conversion: Additionally we should also be looking at the ratios of the 2 since its representative of both suppy and demand side health and can help me identify action items. 

% of requests that couldn't find a driver with x seconds : this will let us know if there are any issues with with demand/supply distribution and where they are 

Revenue per ride: Revenue generated per ride

NPS: Avg NPS per ride taken

% of rides that had issues: Indicative of ride experience 

Supply health: health of driver side app

Active drivers: how many drivers opened the app and made themselves available, % of drivers who actually completed a ride 

Bounce rate:  What % of drivers couldn't find a ride within x seconds,this will let us know if there are any issues with with demand/supply distribution and where they are 

Avg wait time: How long does it take for a user to book a ride

Avg time for driver to arrive: How long does the cart take to show up 

Qaulitative: 

App store reviews - WoW Complaints volume ,top issues keywords and their distribution over the past few days/weeks/months 

Clarification:

The health of the app refers to the overall health of the product and its business. The users of this dashboard would be C level execs and key products, engineering leaders. 

In order to define what metrics go into the dashboard, we need to understand a key set of metrics that represents the health of the business from all perspectives.

Key entities:

1. Riders

2. Drivers

3. Lyft Business

Key actions for:

1. Riders - signing up and registering,  requesting rides, taking rides, canceling rides, tips, ratings

2. Drivers - signing up and driving, accepting rides, declining rides, ratings

3. Lyft Business

Key metrics:  ---(A)

1. Riders - DAU, WAU, # of rides taken/user

2. Drivers - DAU, WAU, # of rides accepted, # of rides completed.

For the business, there are some key metrics that represent the health of biz: ---(B)

1. Earnings - per day, per week, per month 

2. Earnings per quarter (compared YoY)

3. Operational Expenses

   1. Salary, Technical infrastructure, real estate, operational expenses 

The health dashboard of Lyft will represent all the metrics in (A) and (B)