First, I'd like to clarify a few things- See less
a) Uber has many services for e.g. Uber-ride sharing, Uber eats or UberBike etc. Which services are we launching?
b) Are there any particular customer segments that we are targeting to acquire maximum new customers from?
Let's assume we are launching Uber-ride sharing services and are not particularly targeting a single customer segment but all.
First, let me define the KPIs/metrics that we can measure to determine the success for the launch.
To measure customer acquisition, our metrics would be the following:
a) Active sign-ups per day (Signed up users that have booked at least 1 completed trip using the service)
b) Total sign-ups per week/month
c) Rides completed per new customer per week or month
To measure customer retention, our metrics would be the following:
a) Rides completed per 2nd/3rd/4th weeks after sign up
b) Passive (no rides completed) to Active sign ups ratio
To measure customer satisfaction, our metrics would be the following:
a) Cancellations made per customer per week or month
b) Average ratings provided per customer per month
Keeping the above KPIs in mind, these would be my top considerations for the launch:
1. Promotions: Make sure Uber promotional (launch) campaigns penetrates more than 80% of the city population. The messaging should clearly state the value that Uber brings to people's everyday lives. They should be attractive (sign up discounts, vouchers, other promotions) in order to ensure total sign ups per week/month go up.
2. Booking guidance within the app: Product should have feature around hand holding first-time user from on-boarding, navigating destinations, selecting vouchers until successful booking. This should help with Active sign ups per week and Passive to Active conversion ratios.
3. Driver training: Have new drivers go through rounds of robust training to ensure customer service standards are met. This will impact the metrics: cancellation per week/month and avg. ratings per customer/ month.
4. Availability: Understand the demand and supply side requirements and pre-determine the number of cabs required on the road during the launch. Mitigate any risks associated with safety. This will result in high number of completed rides after the launch.
In summary, a successful launch is possible and measurable not only by making sure KPIs for customer acquisition are met but also by making sure customer retention and satisfaction are measured. A wholesome list of KPIs that covers all areas of impact is what I recommend in my solution here.