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asked in Metrics by (23 points) | 201 views

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I'm assuming this is Uber and we're talking about their own driverless car technology for ridesharing, so lets call it UberSelf. I'm going to go over a 5 why's framework:

What is autonomous ridesharing? I'm assuming that autonomous ridesharing means we have driverless car technology with no technology/legal/regulatory constraints and the cars(Eg: ATG installed on a bunch of cars manufactured by OEMs) can drive themselves and pickup/dropoff people from point A to B. The cars are ready to launch.

Who is it for? Its for riders who want to go from point A to point B and don't want to drive themselves. They're fine with either driver or driverless, but will choose convenience, reliability, speed and price.

Why did we launch autonomous cars? I'm assuming its because we had shortage of drivers and we needed a way to fulfill increasing demand. And we also wanted to reduce traffic in the cities. The assumption is that a driverless car can take more rides in a day, so number of cars required to fulfill demand will be lower.

When is it available? Ready to launch next week

Where is it available? May be Phoenix city since Waymo launched there and regulatory hurdles are cleared

Success is tied to a goal. Since we're launching the driverless ridesharing cars next week, we have these goals:

1) Acquisition: We want to get users to sign up for this service

2) Activation: We want users to take a ride. This could be existing uber X riders or new riders. We need to grab market share

3) Revenue: We want to make sure the rides are generating revenue (Confirm with interviewer if its important in the short term)

4) Ride completion: We want to make sure the autonomous cars are completing the rides successfully. This includes safety, time, route

5) Retention: We want to make sure riders are not abandoning UberSelf after first ride.

6) Referral: csat through ratings,social media,PR. Are riders bringing new riders onto the platform?

Of course all of these goals are important but for this product that's launching for the first time, I believe (1,2) and (4) are most important.

For 1,2: North star metric to measure: Market share: # unique users who took a UberSelf ride compared to rest of the autonomous rideshare market(Depends if we're first mover or not. If we're first mover, then this can be simply #rides taken and this metric should go WoW, MoM etc)

        Secondary metric1: #UberSelf riders/ # Total uber riders. This tells us if the share of UberSelf is growing compared to rest of existing uber rideshare services.

For 4: % of rides that completed that met SLA in terms of safety(if there's a safety score, ideally this SLA must be 100%), time(how many times did the autonomous vehicle finish the ride by the ETA, this SLA can be >95% because of varying traffic etc), route(how perfectly did it stick to the optimal route based on time of day, traffic, road restrictions etc. This can be >92%). This basically is an accuracy measurement of the autonomous driving software. This should improve over time.

After a couple of months of initial launch, we can ramp it up fully and look at other metrics such as $ revenue we're making compared to Uber X, number of rides taken, users that converted from sign up to riders, rider retention,ratings the autonomous vehicles are getting, the condition/quality of the vehicles(If riders are ruining the vehicles) etc.

Then tertiary metrics like density of car traffic in a city, pollution etc can be measure once the aboce KPI's show the product is successful.
answered by (34 points)
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@bijan @tz Please review my answer and provide comments. Thanks!
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Autonomous rideshare – this seems like a hypothetical product where a ride is made available on demand for people via cars (for now). The ride is shared between multiple riders so that the cost of the ride is lower for everyone, the driver can earn higher per ride, the congestion on the streets are lower due to high occupancy / vehicle. The more such rides, the more the commission of the operating agency – therefore there are multiple dimensions of success for such a system. 

From Customer Perspective, ride sharing is successful: 

  1. If I can share a ride whenever I want to – availability 

  2. If I pay less for the same ride – value  

  3. If I arrive on time for the rides – performance  

  4. If I feel safe and comfortable while using the ride – usable  

 From the Driver perspective, ride sharing is successful: 

  1. If I can make more while driving same or less 

  2. If it increases my overall earnings while doing same amount of driving hours and driving costs 

  3. If it increases my overall utilization of my car, it is not stuck in traffic  

 From the transportation agency point of view, 

  1. Ride-sharing is successful if it leads to less congestion and more movement of people in the city.  

    • Such as average speed on high volume roads 

    • Average occupancy on the vehicles 

  2. Ride-sharing is successful if it leads to less pollution  

  3. Ride-sharing reduces the parking spot scarcity in the city 

  4. Ride-sharing leads to more effective overall public transportation in the area – such as more number of commuters able to adopt public transport due to affordable, viable subsidiary transport options. 

From the government perspective,  

  1. Ride-sharing has excellent public health impact  

    1. Less pollution, Less traffic, Viable employment, Legal mode of transport 

 From the business perspective, the key question is whether ride –sharing is a usable, valuable, viable offering. For this, we need to know whether customers like the ride-sharing offer or not. As any other product, we would want to know: 

  1. For a given time, how many ride requests had a ride share option – availability – if this is not high enough, there is a viability question. There should be data to show this will be viable.[viable][usable] 

  2. For a given time, how many riders are choosing a ride share option if another option is available[valuable][usable] 

  3. How many riders are choosing to come back and use ride sharing after first trial? % riders returned. - [valuable] 

  4. The quality of rides – average rating quality of the shared rides compared to single rides. [vaulable] 

  5. Overall network utilization – are all the vehicles in the network getting used? 

  6. Occupancy rate per vehicle – is it really a shared ride most of the time?  

  7. ROI/shared drive – based on earnings v/s drive time – what is the ROI? 

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