Ask: Clean, merge, and analyze two datasets: Ford GoBike & Lyft Baywheels.
Problem: Lyft Baywheels saw an immediate plummet in ridership as soon as they acquired the bikeshare company from Ford GoBike.
Insight: There are two primary audience segments — leisurely & irregular riders vs regular riders.
Solution: Identify patterns in user behavior to determine the needs of each user group, creating the foundation for Lyft’s future marketing efforts.
- User persona
- Empathy map
- Digestible presentation design