What features could Bird Global add to its mobile app to encourage more frequent ridership?

Introduction

To encourage more frequent ridership for Bird Global's mobile app, we need to identify and address key user pain points while enhancing the overall experience. I'll analyze user segments, explore pain points, generate solutions, and propose metrics to measure success. Let's dive in.

Step 1

Clarifying Questions

• Looking at Bird's position in the micro-mobility market, I'm curious about the current user retention rates. Could you share any data on how often users are currently riding and if there are any specific drop-off points in their usage journey?

Why it matters: This information will help us understand if we need to focus more on re-engaging lapsed users or increasing frequency among active users. Expected answer: Retention rates drop significantly after the first month, with only 20% of users remaining active after 90 days. Impact on approach: If this is the case, we'd prioritize features that encourage habit formation and provide ongoing value beyond the initial novelty.

• Considering the competitive landscape, I'm wondering about Bird's unique value proposition. What do our users consistently cite as the main reason they choose Bird over other micro-mobility options?

Why it matters: Understanding our core strengths will help us build on them and differentiate our app features. Expected answer: Users appreciate Bird's wide availability and ease of unlocking rides. Impact on approach: We could focus on enhancing these strengths, perhaps by improving the unlock process or expanding coverage areas.

• Given the nature of micro-mobility, I'm interested in understanding the primary use cases for Bird rides. Are most trips for commuting, leisure, or last-mile connectivity?

Why it matters: Different use cases may require different features to encourage more frequent use. Expected answer: 60% of rides are for last-mile connectivity, 30% for short commutes, and 10% for leisure. Impact on approach: We might prioritize features that make it easier to integrate Bird rides into daily commutes or public transit journeys.

• Considering the potential for cross-platform integration, I'm curious about Bird's current partnerships or integrations with other mobility or map services. Are there any existing collaborations we can build upon?

Why it matters: Integrations could provide opportunities to reach users in contexts where they're already planning trips. Expected answer: Bird has a basic integration with Google Maps but no deep partnerships with transit apps. Impact on approach: We might explore more robust integrations or partnerships to make Bird a seamless part of users' broader mobility choices.