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Uber PM - Prioritization Name: Avi Tankaria Email id:avitankaria@gmail.com Submission Date: 04/02/2020

List down some of the assumptions that would help you arrive at your solution. ➢ ➢ ➢ ➢ ➢

Most of the user base has a mobile device. Mobile App accounts for the maximum number of bookings for Uber (Almost 90%). Mobile App loading time is about 10 seconds and for the website it is 7 seconds. Delhi-NCR accounts for a great number of bookings in the Indian market. A lot of users travel to a fixed place and back in the Indian market. Especially in the commercially active(metro) cities like Delhi-NCR, Mumbai, Bangalore, etc. ➢ Referral program accounts for a good number of users signing up to the platform, which is important for the growth. ➢ The process is being carried out in the post covid era to cater the demand of pooling the cab. ➢ Majority of the users in the Indian market (about 80%) prefer to pay for their ride by cash or mobile wallets.

2. List down the work items that you will prioritise to complete 150 points, in the priority order in which you would ask the engineering team to start their work, placing the most important work item at the top of the list. Also, give the rationale for choosing them in the order.

Work Item Number

Work Item Description

(eg B1, I1, B4)

Efforts Required (Points)

The rationale for Choosing the Work Item in the List 1. Referral program will lead to growth as it will help acquire more users with minimal to very less marketing spends.

Any Other Comments

2. Users acquired through referral program will have a very high intent to use the product due to the positive credibility and are likely have high stickiness to the product. B1

Unable to invite my family/friends to use Uber

As a user, I can open the Uber application and have it load 15% faster than it does today so that the entire booking process, in turn, is faster.

3. As most of the people use the Uber Mobile App to make a booking, it is highly likely that they will refer through the app itself. Thus, this bug should be rectified as soon as possible because the link already exists on the app thus the bug does not require a lot of effort to remove the bug.

1. Considering most of the booking comes through the mobile app. 15 2. Entire booking flow should take as less time as possible to provide the user with a great user experience. 3. Reducing the loading time by 15% should provide user with a great user experience and reduce drop offs. © Copyright. upGrad Education Pvt. Ltd. All rights reserved

As a user, I would like to have access to a fully functional and responsive website on my mobile phone so that I can open it on my mobile browser

As a user, I would like to define and save a ‘booking template’ so that I have the option to reuse it while booking a new trip (details are saved for a quick booking option to home/office/hospital address etc.)

1. As most of the bookings are done through a mobile, thus it is beneficial to build a mobile compatible website too. 2. This will drive more conversions by helping people who take uber occasionally but do not want to have an app installed on the phone, and still prefer to use mobile device for the booking. 3. Absence of mobile web can lead to people looking to book a cab but not wanting to have an app installed on their device, switch to a competitor’s platform. Thus, this will lead to an immediate loss of revenue. 1. This will help user to save the places they visit almost daily for e.g., home to office and back. 2. This feature will provide user with a great hassle -free experience by saving that extra 3 seconds required to put in drop off and pickup location on a daily basis. Thus, will increase engagement with the app, increase stickiness and reduce drop off in the process as well.

As a user, I would like to have the option to create a REPEAT booking (i.e, the option to create multiple similar bookings at once e.g., a trip to the office five days a week can be booked at the same time via this feature) so that I don’t have to book the same trip every time

As a user, I would like to have the option to pool my ride with other users who are heading in the same direction so that I can save on my booking cost.

Unable to book a trip with a pickup location in Delhi-NCR region

1. Having this feature is of great importance for retention. As it is the group of people who use uber daily for their commute. 2. Providing this group of people with a great user experience will help increase retention and keep the recurring cash flow intact.

This feature is great for the group of people who want a car for their commute but are price sensitive. Thus, grouping this segment of people by their behavioral preference will help uber have more engagement with the product at a similar revenue level.

1. This is a bug which is very location sensitive. This does not require a lot of effort to remove the bug. Thus, is being allocated less effort points can be prioritized in this sprint. 2. As Delhi-NCR is the capital city of India and due to the traffic situation, there will be a greater number of bookings from any given location. Thus, the problem should be solved as soon as possible. 3. More Points could be allocated to it in the next sprint, if the problem persists after determining the root cause due to which the problem remains.

3. List down the work items that you are not picking up and the rationale for not picking them.

Work Item Number

Work Item Description

(eg B1, I1, B4)

While trying to book a trip using the Uber website, the map is not showing correctly on Internet Explorer 6.

The ‘Schedule for later’ option under ‘LATER’ in the booking screen (BOOK NOW/LATER screen) is misaligned.

As a user, I can sign up (and later, log in) to Uber using my Facebook account so that I can use my existing Facebook credentials.

Efforts Required (Points)

The rationale for Not Choosing the Work Item in the List

Any Other Comments

As most of the bookings come through mobile devices and App to be precise. Thus, this bug on the website is not expected to make a daunting damage on the revenue and can be deprioritized at the moment.

1. This feature is not visible as soon as the app opens. Thus, the UI bug does not impact the app design severely. 2. The schedule for later option is not used by a lot of people as most of the people book cab for instant use. Thus, it won’t affect major chunk of the user base and is highly unlikely to cause any effect on the revenue.

1. As generally mobile number is used for intimating users about the status of the cab. Thus, integration of Facebook for login needs an extra layer of permission for the process. 2. Having a Facebook login feature is a Could have feature and has almost negligible impact on the revenue.

As a user, I would like to choose my family/friends from my phonebook so that I can invite them to use Uber via SMS.

As a user, I can pay by cash at the end of each trip in Delhi so that I have an option to pay by cash.

As a user, I would like to edit my ‘Scheduled booking’ option under ‘LATER’ (and, for example, change the car type) so that I can edit details before the trip starts. As a user, I would like to define multiple phone numbers linked to my account and be able to choose one ‘active number so that I can change my active number when needed

1. The invite feature or the referral program through the app is bugged up at the current moment. Thus, it is important to fix that first. 2. As there is lack of data about the preferred method to share the referral link by the users. Thus, it is important to analyze the data for the preferred method to share the link by the users to further add this feature. 3. In the day and age of data, WhatsApp and email it is highly unlikely that a lot of users would use SMS as the preferred form to share the referral link.

Considering that in the Indian market most of the people are accustomed to pay through cash. This feature will have considerable impact a lot of people. This is a very rare use case or user story and is not expected to make any impact on the revenue.

This feature can be a good addition but does not affect the regular business line to have any sort of impact on the revenue.

4. Add a brief summary explaining your approach for the overall scenario. My approach for increasing the revenue is as follows ❖ Acquire new users. ❖ Improve engagement for all users (retention is a new growth). ❖ Improve UX for all users. ❖ Focus on power users ❖ Focus on user stories with higher reach

5. Add a brief summary explaining your approach for the overall scenario. MoSCoW method is used to prioritize and deprioritize the product backlog. This method helps categorize the content in the product backlog into must have, good to have, should have, could have but won’t. This method helps the product team to categorize the user-stories in the product backlog by incorporating their reach and amount of effort required. Higher impact and less effort is the ideal case scenario. The main focus was: ➢ To have impact on the revenue and incorporate changes or fixes to improve conversion. ➢ Acquire more users. ➢ Referral program was considered as most efficient and inexpensive method to acquire users. ➢ Have a great user experience for the existing user base as well as newly acquired users. ➢ Make the app more user friendly for people who are very frequent users and drive a good chunk of recurring revenue. ➢ High Impact and Less development user-stories effort were prioritized. ➢ The component in the product which initially did not have effort points allocated to it, it was allocated with effort points based on the complexity of the user story in terms of effort required to implement it. It can further be modified in the next sprint if the problem persists. Impact Vs Effort The focus is on developing less labour-intensive and more influential user stories than user stories that require high effort and low influence. RICE This scoring system measures each function or initiative for four elements: reach, impact, self-confidence, and effort. These individual numbers are then converted into one overall score using a mathematical formula. This formula provides product managers with standardi zed numbers that can be applied to all types of initiatives.

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