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Product Management Trade-off Question: Lime Scooters user activation challenge diagram

You are a PM of Lime Scooters. Users are signing up but are not using the scooters. What do you do?

Product Trade-Off Medium Member-only
Data Analysis Experiment Design Strategic Thinking Transportation Urban Mobility Sharing Economy
Product Strategy Retention Micromobility Growth User Activation

Introduction

As the PM of Lime Scooters, we're facing a critical challenge: users are signing up but not using our scooters. This situation presents a significant product trade-off that we need to address. I'll analyze the problem, propose solutions, and outline a strategy to increase scooter usage while maintaining our user base.

Analysis Approach

I'd like to start by asking a few clarifying questions to ensure we have a comprehensive understanding of the situation before diving into the analysis and proposed solutions.

Step 1

Clarifying Questions (3 minutes)

  • What's our current user-to-ride ratio, and how has it changed over time?

  • Why it matters: This helps quantify the problem and identify trends.
  • Hypothetical answer: 10% of signed-up users take rides, down from 25% six months ago.
  • Impact: A significant drop suggests a systemic issue rather than normal fluctuations.
  • Are there specific user segments or geographic areas where this problem is more pronounced?

  • Why it matters: Helps focus our efforts on the most affected areas or groups.
  • Hypothetical answer: The issue is more prevalent in suburban areas and among users aged 35+.
  • Impact: We may need to tailor our solutions to specific demographics or locations.
  • What's the average time between user sign-up and first ride?

  • Why it matters: Indicates whether the problem is immediate onboarding or long-term engagement.
  • Hypothetical answer: 70% of users who take a ride do so within 48 hours of signing up.
  • Impact: Suggests we should focus on immediate activation rather than long-term retention.
  • Have we recently made any significant changes to our onboarding process, pricing, or scooter availability?

  • Why it matters: Could reveal potential causes for the drop in usage.
  • Hypothetical answer: We increased the initial unlock fee by 20% last month.
  • Impact: Price sensitivity might be a key factor to address in our solution.
  • What's our current Net Promoter Score (NPS) among users who have taken rides versus those who haven't?

  • Why it matters: Indicates satisfaction levels and potential word-of-mouth impact.
  • Hypothetical answer: NPS is 45 for riders, but only 10 for non-riders.
  • Impact: Suggests that the actual experience is positive, but there are barriers to first use.

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