Build and launch Uber for Events. Focus on rides to/from large events (10,000+ attendees) and create a magical experience for riders and drivers.

Question

Build and launch Uber for Events. Focus on rides to/from large events (10,000+ attendees) and create a magical experience for riders and drivers.

1. Problems: What are some reasons / problems why Uber might not work well at events? Does the problem set differ depending on the type of event? How would you stack rank those problems?

2. Marketplace effects: What are the macro supply/demand and pricing issues?

3. Magical UX: Imagine yourself in the shoes of the rider. How do we get them into an Uber in an efficient and low friction way? What is the MVP vs longer term vision?

4. Success: What does success look like for Uber at events? How will we know we’re improving things as we roll out new features?

5. Additional Tools: What tools would you build for ops and support, to know if the event is going well or poorly and provide interventions? How would you think about the MVP and the eventual ideal experience / technology?

6. Team: What kind of a cross-functional team do you need to get started? How would that team evolve over time and why?

Asked at Uber over a year ago

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@Nag · Answer 1 · 2021-09-28T21:03:44+0000

This is a product design question:

Step 1: Clarify the scope-

a) Assume it can be any type of events e.g. sporting event, religious event, rallies, ceremonies etc.

b) Assume Geo is USA

c) Users will use the same Uber app, no special app needs to be developed

d) Riders can be of age 16 and above

Step 2: Select user group:

a) Singles <55 years of age

b) Married/Partners individuals with no kids

c) Married/Partners individuals with kids

d) Singles>55 years of age

I will select c) Married/Partners individuals with kids as my target user group

Step 3: Describe pain points

a) I need to get a vehicle that can accomodate my family of 6 ( 2 adults + 3-4 kids)

b) Need to carry car seats, booster seats around

c) Need to get a similar sized car while coming back

d) Driver ratings and safe driving is extremely important to me

e) Finding drivers with kids in tow becomes difficult in the crowd

f) Need to pick up food on the way else I need to get to home, then order food and then pick it up

g) I want to plan a trip to an event where I cannot make it and want the uber driver to safely take my kids and bring them back

Step 5: Prioritize pain points

Based on intensity of the issue, # of customers impacted and revenue, engagement imperatives

Priority 1-

a) I need to get a vehicle that can accomodate my family of 6 ( 2 adults + 3-4 kids)

b) Need to carry car seats, booster seats around

c) Need to get a similar sized car while coming back

e) Finding drivers with kids in tow becomes difficult in the crowd

Priority 2-

d) Driver ratings and safe driving is extremely important to me -->I can get this information once the car is assigned

f) Need to pick up food on the way else I need to get to home, then order food and then pick it up --> can plan it by Uber eats

Priority 3

g) I want to plan a trip to an event where I cannot make it and want the uber driver to safely take my kids and bring them back --> I would not be comfortable

Step 6:Solution

a) Create a seperate workflow for events -->Plan an event, select location, drop off location, kids needing car seats, which gate will you enter the location etc.

b) Plan the same workflow for a return trip, same car or a different car with similar settings is automatically booked for the return trip

c) Car seats will be set up by the driver before the pick up-->for a fee

d) Allow for pairing between apps so that vehicles can be found within a sea of vehicles at the event

e) Ability for plan for multiple vehicles for a single event in case extended family are also joining

f) Preplan multimedia for the event e.g. music, movie, cartoon etc to be played during the drive

g) Wifi hubs in the car for kids wanting to play games or watch cartoons in the car

h) Ability for the driver to pick up food, water etc. before coming to pick the family from the event location

Step 7:Prioritization of solution:

Solution	User base	Revenue	Engagement	Competitiveness	Priority
Create a seperate workflow for events	H	H	H	H	1-->Without this, it will difficult to create a specializewd experience
Plan the same workflow for a return trip, same car or a different car with similar settings is automatically booked for the return trip	H	H	H	H	1- Otherwise, you will drop families at events who will struggle to find a ride back
Car seats will be set up by the driver before the pick up-->for a fee	H	H	H	H	1- Else the user will have to struggle to carry car seats and install it once the car arrives
Allow for pairing between apps so that vehicles can be found within a sea of vehicles at the event	M	H	H	H	2-Even though, this is great feature. Customers may have concerns about privacy and security
Ability for plan for multiple vehicles for a single event in case extended family are also joining	M	H	M	M	2- Difficult to plan amongst extended families
Preplan multimedia for the event e.g. music, movie, cartoon etc to be played during the drive	H	H	H	H	1- Additional revenue to playing specific content or premium music services like spotify
Wifi hubs in the car for kids wanting to play games or watch cartoons in the car	M	M	M	M	3- Security concerns for both riders and users
Ability for the driver to pick up food, water etc. before coming to pick the family from the event location	M	L	L	L	3- This will need lot of effort from driver but perceived ROI will be low

Step 8:Success metrics

a) Acquisition

- # of customers who access the flow not necessarily placing order right away

-# of customers reading about the flow on the app

b) Activation

# of users placing an order on the app for event planning

c) Engagement

- Features used e.g. car seats, return booking, music, content etc.

d) Monetization

- % of event rides(# of rides and revenue) as a % of overall rides

North star metric- - % of event rides(# of rides and revenue) as a % of overall rides