Grow Uber Go Adoption Among Riders Who Book Uber Auto

You are a product manager at a ride-hailing company such as Uber or Ola. The company wants customers who ride Uber Auto, its auto-rickshaw option, to start taking Uber Go, its compact-car option, which costs more per trip. How would you approach this upsell, and what changes would you make to the product? ```hint Start from the trip, not the offer List the reasons a rider picks an auto-rickshaw over a car today. They differ from trip to trip and rider to rider, and each reason calls for a different kind of change. ``` ### Clarifying Questions - What is the upsell for: more revenue per rider, more profit per trip, better use of car supply, or moving riders to cars for the long term? - Should every Auto rider be targeted, or are some trips, such as short hops through heavy traffic, out of scope? - Can Uber Go supply absorb more riders at peak hours in the cities in scope, or would extra demand lengthen car wait times? - Are fares and discounts ours to change, or only the app experience? ### What a Strong Answer Covers - A clear objective for the upsell and why the company would want it - The reasons riders choose Auto over Go, separating those a product change can address from those it cannot - Rider segments or trip situations compared, with one chosen and the reason - Product changes prioritized with explicit criteria, including their cost and their effect on drivers in both tiers - A primary metric with guardrails, plus the main risks ### Follow-up Questions - How would you design a trial offer so it does not mostly pay riders who would have switched anyway? - If the upsell worked but Uber Go wait times rose at peak hours, what would you do? - If riders tried Uber Go once at a discount and then went back to Auto, what would that tell you, and what would you change?