1. Hiring Assignment for Product Managers
@eugene1evin

2. There is a data point
that indicates that
there are more Uber
drop-offs at the
airport than pick-ups
from the airport.
Why is this the case
and what would you do
within the product to
change that?

3. Agenda
1. Problem Analysis
2. Problem Summary
3. Gauging the Problem
4. Product Changes
Hiring Assignment for Product Managers
@eugene1evin

4. Problem Analysis
• Focus on one specific airport
• Who, who doesn’t want to get
picked up by Uber?
• Situational Analysis
• Getting into the head of the
user

5. Airport
Lets pick one airport to conduct our problem analysis

6. Uber is not one size fits all
Some like it BIG, some like it yellow

7. Ride Segmentation
Airport
Drop-Offs
Airport
Pick-Ups
Ride Total Rides
(#)
Share of
drop-off
rides (%)
Total Rides
(#)
Share of
pick-up
rides (%)
Growth potential
for pick-ups
uberX # %
TAXI # %
BLACK # %
SUV # %

8. Situational Analysis
1. Assess fleet availability near the airport
2. Transportation methods available at the airport
3. Airport Regulations

9. Situational Analysis
Is there a fleet availability problem, near the
airport?
• What is the average waiting time for an Uber
ride at the airport X?
• Segment the results by Uber ride...

10. Situational Analysis
Transportation methods available at the airport include:
• Cab
• Limo Service
• A variety of shuttle services (airline, hotel, other)
• Car rental
• Public Transit
• Pick-up by a friend, relative, colleague..

11. Situational Analysis
Airport Regulations
Most airports have regulations in regards to the
cabs and limos and enforce restrictions and
rules on cab and limo operations at the airport…

12. Getting into the head of the user
(analyzing arrivals)
• Transportation methods available at the airport
– A path of least resistance
– Pre-arranged or included (e.g. shuttle, friend)
• Keeping the phone off or data-less to avoid roaming charges
– How big of an issue is it, today, overall?
– How big of an issue is it, specifically for Uber users?
• Setting pick-up location
– Setting a pick up location at the airport (terminal, gate, exit) is not as easy as setting a pick up
location in the city (by address)… extra friction…

13. Getting into the head of the user
(analyzing arrivals)
Launched Uber app
[X]
Set pick-up location
[Y]
Requested
Ride
[Z]
Why???
Why???

14. Getting feedback from users
1. Why did you use Uber to get to the airport?
2A. Why DID you use Uber to get from the airport?
Or:
2B. Why DIDN’T you use Uber to get from the
airport?

15. Problem Summary
There are more Uber drop-offs
at the airport than pick-ups
from the airport, because:
• uberTaxi has the largest mass appeal
• Drop-offs include all of the Uber rides,
including uberTaxi
• Pick-ups include only premium rides
from the airport, because Uber doesn’t
offer uberTaxi pick-ups from the
airport
*Although this is based on educated guesstimation, the ride
segmentation exercise would have provided those same
insights*

16. Gauging the Problem
• Setting goals
• Who are the target users
• Opportunity Sizing

17. Setting Goals
To get more people to use Uber as a pick-up option
from the airport :
OR
Optimize the conversion of
premium users
Convert uberTaxi riders into
premium riders (uberBlack &
uberSUV)

18. I would give the option below a
higher priority
Optimize the conversion of premium users

19. Who
Uber customers that use uberBlack and
uberSUV to get to the airport (drop-offs)

20. Opportunity Size
• What is the average revenue per pick-up ride for the
chosen segments (uberBlack & uberSUV)?
• What is the growth potential for pick-up rides for the
chosen segments (refer back to the segmentation
analysis)?
• Calculate the estimated opportunity size based on the
above
Does the opportunity size justifies exploring this issue further?

21. Product Changes
• Objectives & Key Results
• Engaging Drop-Offs
• Activating Arrivals
• Execute & Measure

22. Objectives & Key Results
Key Results:
1. Engage premium drop-offs
2. Get their arrival information
3. Activate at arrival
4. Get users to request a pick-up ride
Objective:
Increase the number of requests for premium rides from
the airport (uberBlack & uberSUV)

23. When to Engage Drop-Offs
Developing an understanding of users’
journey to the plane and the emotional
states they will go through…

24. Engaging Drop-Offs
Objectives:
1. Push notification, 10 minutes after
they boarded their Uber ride to the
airport…
2. Tap into their emotional state, remind
them that Uber is a great way to
reduce the stress and hassle from
travelling…
3. Get their arrival information

25. Activating at Arrival
Objectives:
1. Push notification upon the arrival
2. Present the user with a CTA to request a ride

26. Measure & Iterate
Did the number of rides from the airport grow?
Engage premium drop-offs
Get arrival information
Activate at
arrival
Ride
Requests
1. Why?
2. How can we improve?

27. Thank You!
I would love to get your comments and feedback
@eugene1evin