How would you measure the success of Uber Freight?

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Asked at Uber over a year ago

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Hung Nguyen · Answer 1 · 2020-09-26T16:30:10+0000

Uber Freight is a freight/logistics platform connecting Carrier (Driver) and Shipper.
Mission of Uber Freight “Pricing and negotiation are done without picking up the phone.”
As I know, Uber Freight has many different products, such as Mobile App for Carrier, Web App for Shipper to monitor the load real-time. So should we focus on one of them or the whole picture?
- Assumption: the whole picture
What do you mean with “Success”?
- Assumption: Increase market share because Uber Freight is the new guy on the huge potential market of freight. For that reason, increase in market share would be the top priority of Uber Freight at the time being.
- Market share = Carrier + Shipper => Assume focus on the Shipper as Shipper is the leading indicator in this market. # of Carriers increase time by time, especially in the time being when lay-offs increase significantly.
- Goals: Increase market share of Shipper
As I know Uber Freight is only available in the US market, is it correct? => Yes

Awareness
- Hear Uber Freight from their friends, family, partners, …
- Hear Uber Freight from different marketing campaigns
Acquisition
- Visit website to research about Uber Freight
- Sign-up for an account
Activation
- Log-in
- Schedule for their loads
- Receive the request from Carrier
- Accept the request from Carrier
Engagement
- Wait for Carrier to pick up the load
- Driver pick up the load and ship
- Monitor the load
- Unload the load at the destination
- Make a payment and documentation
- Give feedback
Retention
- Come back to Uber Freight 2nd, 3rd time, ….
Referral
- Enjoy Uber Freight and refer it to their partners, friends, ...
Revenue
- Revenue of Uber Freight comes from Commission fee

Our goal is to increase the market share of Shipper

Metrics	Impact
Awareness: Know how much new market share we can reach
# of reach from each campaign	High
# of engagement from each campaign	High
Acquisition: Know how much new market share we can acquire
# of landing page visitor	High
# of new account (Shipper)	Extremely high
Activation:
# of eyeballs (web app opening)	Low
# of login	Low
# of scheduled loads	Low
# of request from carriers	Low
# of acceptance	Low
Conversion rate of funnel (open -> login -> schedule -> receive -> accept)	Medium
# of time (open -> login -> schedule -> receive -> accept)	Low
Engagement
# of waiting time	Low
# of loading time	Low
# of delivery time	Low
# of unloading time	Low
# of web access to monitor per delivery	Medium
# of successful delivery	High
Satisfaction Rate	Medium
Retention: Know the status of our existing market share
# of DAU, WAU, MAU	Extremely High Check the active status of our current user base. We should focus on WAU, as Uber Freight is not a daily consumer product. MAU are too long to detect problems.
# time between 2 delivery	Low
Churn rate	High
Referral
Viral coefficient	Medium
Revenue
$ per week, month, quarter, year	Low
$ per delivery	Low
$ per shipper	Low

North star metrics
- # of new account (Shipper)
- # of WAU
Primary metrics
- # of reach from each campaign
- Conversion rate of funnel (Reach -> Engage -> Page visit)
- # of successful delivery
- Churn rate