Design and Test a New Feature

You are interviewing for a Data Scientist internship at Uber. Assume the Uber rider app already includes standard functionality such as booking a ride, ETA and fare estimates, trip sharing, ride scheduling, and basic safety tools. Propose one genuinely new feature that could improve rider experience and/or marketplace efficiency. In your answer, explain: - the target user and pain point - why the feature matters for Uber's business - the primary success metric, supporting metrics, and guardrail metrics - important tradeoffs, such as rider conversion vs. driver utilization or short-term engagement vs. long-term retention - how you would test the feature, including experiment unit, randomization strategy, duration, sample-size or MDE considerations, and how you would handle spillovers in a two-sided marketplace - what segments you would examine for heterogeneous effects - how you would distinguish true product impact from novelty effects, seasonality, and supply-demand shocks