How would you measure the success of Uber Ride?

The user goal of Uber app is to help people find cabs to travel to their destination in the most efficient manner and provide a superior experience compared to other services.

The Business goal is to maximize the usage of the app to maximize revenue.

User journey : -

downloads the app --> signs up ---> requests for a ride for a destination --> matches with a ride --> completes the ride / cancels the ride -> rates the driver --> repeat

Intermediate actions

May share the driver information with someone else

Metrics

number of user downloads of the app
number of signups
% of signed up users completed a ride within first week
% of signed up users completed a ride within first month
number of ride requests per user per month
number of ride requests split by category : Uber Go, Uber X, Uber Pool, Uber Moto etc
number of ride completed split by category : Uber Go, Uber X, Uber Pool, Uber Moto etc
number of rides completed per user per month
booking to completed ratio
number of ride cancellations
average ride distance overall + by category
average ride time overall + by category
average $ spent per ride
$ spent on uber rides per user per month
average $ earned by uber per ride
average waiting time
average threshold waiting time beyond which ride is cancelled
average rating

Main metrics

average $ spent by user per ride / per month

average waiting time

average rating

number of signups

number of rides completed per user per month

booking to completed ratio

Hung Nguyen · Answer 2 · 2020-09-25T00:36:55+0000

Metrics Question: How would you measure the success of Uber Ride?

Clarifying questions

Narrow down: whole product of specific feature? => Whole product
Specific device? => App
Specific market: the US
Specific time frame:
- Right now / aftermath of covid-19 => doesn’t matter
- month/year: => annually
What is the meaning of success?
- Assumption: Get more market share
- Assumption: Market share = Drivers + Riders => Assume we will focus on the Rider in this answer
Riders
- Individual => Assume focusing on this one
- Business

Customer Journey

Acquisition
- Download the app
- Open the app
- Sign-up account
Activation
- Log-in
- Setup pick up point and destination
- Book a ride
- Find a driver
- Being picked up
- Travel to the destination
- Drop off at the destination
- Give the Feedback to the driver and ride
Retention
- Feel very good at Uber Ride experience and come back to order the 2nd, 3rd, ...
Revenue
- Give extra tips to driver when having good experience
- Buy a combo/coupon from Ubers
Referrals
- Refer Uber Rides to their family, friends, coworkers.

Metrics

Acquisition
- # of download the app
- # of new users
Activation
- # of eyeballs (App Openings)
- # of time from opening to booking
- # of booking
- # of zeros - numbers of users open the app and see no Driver nearby
- # of nearby drivers
- Conversion rate from book to successful finding
- Waiting time for being picked up
- # of riders per ride
- Distance from driver to pick up points
- Conversion rate from successful finding to successful ride
- # of time and distance from pickup point to drop-off point
- # of riders satisfaction
Retention
- # of DAU, WAU, MAU
- # of rides per users
- Retention rate
Revenue
- $ per ride
- $ per user
Referrals
- Viral coefficient

Evaluation

Metrics	Impact	Recommendation
Acquisition
# of download the app	Extremely high Highly Impact to the goal “Expand market share”
# of new users	Extremely high Highly Impact to the goal “Expand market share”
Activation
# of eyeballs (App Openings)	Medium
# of time from opening to booking	Low
# of booking	High
# of zeros - numbers of users open the app and see no driver nearby	Medium Impact to other user segment (Drivers)
# of nearby drivers	Low As we are focusing on riders
Conversion rate Book -> Find drivers -> Successful ride	High
Waiting time for being picked up	Low
# of riders per ride	Medium
Distance from driver to pick up points	Low
# of time and distance from pickup point to drop-off point	Low
# of riders satisfaction	Low
Retention
# of DAU, WAU, MAU	Extremely High
# of rides per users	High
Retention rate	High
Revenue
$ per ride	Low
$ per user	Low
Referrals
Viral coefficient	High

Recommendation

North star metrics
- # of download the app
- # of new users
- # of active users
Primary metrics
- # of bookings
- # of successful rides
- # of rides per users
- Retention rate
- Viral coefficient

Hanie Karimi · Answer 3 · 2023-09-28T15:32:05+0000

Clarifying questions:

how do you define success?
do you mean it for specific feature or the whole app?
which time frame and location do you mean?
As Uber Eats has 3 types of users (consumers, restaurants and drivers), for which target audience do you mean?

Assumption:
We define success as increasing the market share
We consider riders as our target audience
There is a time duration for all of these metric which can be calculated daily, weekly or monthly

Metrics

1-Acquisition

Number of sign up
Number of App downloads

2-Activation

New customers book first ride
Conversion rate of new sign ups

3-Engagement

Daily active user
Number of rides
Number of App opening
Number of email/whatsapp CTR

4-Revenue

Total numbers of rides
Total sell of Uber
Total profit of Uber
Total payment of each user

5-Satisfaction
Rate of App
Numbers of complaints
customer wait time
number of cancellation
waiting time to being pickup

6-Retention

Avg retention time
Number of new customers booked more than once

7-Refferal

Number of using referral codes
Number of sending referral codes
conversion rate of referral customers

Finally we need to prioratize metrics based on their impact.