How would you measure the success of Uber Grocery?

Uber Grocery is an on-demand grocery delivery service major competitors in this space are Instacart, Amazon, and Walmart. Three major entities of this market place Customers, Shoppers, and Delivery partners. For this conversation, I would like to focus on the Customer. Customer User journey defines into two phases.

Pre-Order Journey

Open APP (Via social media ads, notification)--> Browse banner page --> search product -->Browse the list of products --> product page --> ad to cart (or ignore browse again) --> payment -->Order placed.

Post Order journey

Track order --> Order confirmed by store --> Delivery partner assigned --> order picked up --> delivered --> accepted or return --> review

Targeting metrics

CTR on paid ads
CTR on different campaigns(PN,Email,WhatsApp,SMS)

Awareness

# of acquisition form different channel(FB,Instagram,google)

Activation

# of sign-ups/ # of downloads
# of completely new users(monthly)

Adoption

# of users who completed at least one order / # of signups

Engagement

# of order per user(weekly,monthly,daily)
Average session time per user
Conversion rate on top SKU
# of search on top SKU
bounce rate
cart abandonment rate
drop rate on product page
drop off rate on payment page
# of product order vs # of add to cart
repeat purchase rate
frequency of purchase

Retention

DAU,MAU,WAU
retention rate

Return flow

% of RTO order return rate
% of Order return rate
% of a negative review
% of compliant raise

Referral

NPS
Play store rating

Revenue

Average order value per user
CLTV
Average delivery cost per user

Among all # of orders per user is north start metric to track.

Hung Nguyen · Answer 2 · 2020-09-25T02:23:00+0000

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

Clarifying

Product description
- Mission: Bring you closer to the things you need, all in one place
- 3-sided marketplace
  - Customer (household)
  - Suppliers
  - Shipper
- In-app feature of Uber Ride and UberEats
- No website version
“Uber Grocery” mean the whole product of a specific feature? => Whole Product
What does “success” mean? (Our goals)
- Assume: Increase market share as Uber Grocery is a new guy in the market (Walmart, Amazon, Instacart, …)
As I know market share would include 3 sides, customer, suppliers, and also shippers. So which we should focus on?
- Assume: Customer - household because this segment have a great impact on the business model of Uber Grocery
Specific market: the US
Specific time: No

Goals

Increase market share (customer - household)

User Journey

Awareness
- Hear from friends, family, or co-workers
- See advertisement
Acquisition
- Visit information website
- Downloads app (Ride or Eats)
- Sign-up for account
Activation
- Open UberEats
- Look for a store (supplier)
- Select items
- Look for a shipper
- Wait for shipping
- Receive the package
- Give feedback
Retention
- Enjoy the experience and come back 2nd time, 3rd ,.....
Revenue
- Commission fee
- Advertising fee
Refer
- Love Uber Grocery and refer to their friends, family, co-workers

Metrics

Awareness
- # of acquisition from different channels (FB, Instagram, Google Ads, …)
Acquisition
- # of web visits
- # of app downloads
- # of completely new users
- # of new users from other products (UberEats, Rideshare, …)
Activation
- # of eyeballs (App Openings)
- # of stores finding before make a delivery
- Store Zeros - # of times when users cannot find nearby stores
- # of time to find & select
- Cart size
- Shipper Zeros - # of times when users cannot find nearby shippers
- # of waiting time (book -> find a shipper -> receive package)
- # of distance (shipper’s location -> stores -> customer)
- Satisfaction rate
Retention
- # of DAU, WAU, MAU
- # of deliver per users (per day, week, month)
- Retention rate
Revenue
- Avg delivery fee
- Avg cart size
- Avg $ from a customer
- Avg $ from a store
- Avg $ from each advertisement campaign (stores, other brands)
Refer
- Viral coefficient

Evaluation

Metrics	Impact
Awareness
# of acquisition from different channels (FB, Instagram, Google Ads, …)	HIGH We can know how efficient of each channel to acquire new users
Acquisition
# of web visits	MEDIUM Not high because most users would try to figure out by experiencing (consumer product mindset)
# of app downloads	HIGH
# of completely new users	HIGH
# of new users from other products (UberEats, Rideshare, …)	HIGH
Activation
# of eyeballs (App Openings)	Medium
# of stores finding before make a delivery	LOW
Store Zeros - # of times when users cannot find nearby stores	LOW
# of time to find & select	LOW
Cart size	LOW
Shipper Zeros - # of times when users cannot find nearby shippers	LOW
# of waiting time (book -> find a shipper -> receive package)	LOW
# of distance (shipper’s location -> stores -> customer)	LOW
Satisfaction rate	LOW
Retention
# of DAU, WAU, MAU	High
# of deliver per users (per day, week, month)	Medium
Retention rate	Medium
Revenue
Avg delivery fee	Low
Avg cart size	Low
Avg $ from a customer	Low
Avg $ from a store	Low
Avg $ from each advertisement campaign (stores, other brands)	Low
Refer
Viral coefficient	High

Recommendation

# of acquisition from different channels (FB, Instagram, Google Ads, …)
# of app downloads
# of completely new users
# of new users from other products (UberEats, Rideshare, …)
# of DAU, WAU, MAU
Viral coefficient

North star metrics
- # of DAU, WAU, MAU (We can know the activation of current user base)
- # of new users (completely new + switching users) (we can know the growth rate of UberEats)

saurabh1732 · Answer 3 · 2020-11-08T21:55:41+0000

Clarify the feature and define success:

Uber Grocery:.Is it a separate app and can you accuse it through uber/ubereats

Whats the goal of feature for shipper, shopper and grocery store?

Shipper. Earn more income,

Shopper; grocery at fingertip

Grocery. Store: reach out to more customers

Uber: iNcrease revenue/ Increase stickiness for drivers and shoppers

What do we mean by success?

Increase market share, retention or engagement? Uber is new to this so we want to increase market share

Which user group should we focus on?

Focus on shopper or store or shipper

Metrics

Acquisition: User downloads app/ no. Of app downloads in a month/ % change

Activation: User makes first. purchase. % of app downloads who made the first putrchase

Other metrics: % of people who added items to cart

Retention/Engagement:

Weekly Active users/ Monthly Active Users and growth

No of purchases made by an active user in a month

Dollar amount of purchases made by an active user in a month

Quality of Service

Delay in ETA

Ratings given by customers

I would focus on app downloads in a month, Monthly active users- since we want to grow this service and growth and ratings given by customers: Quality of service is paramount as we look to grow this service by word of mouth