Lime Bike Family & Friends Bike Share Proposal - Final Presentation - Product Requirements Document

Transcript

1. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Product School Final Project Product Requirements Document Friends & Family Bike Sharing Plan: Rent Multiple Bikes with a Single Account/App Table of Contents Change history Overview Objectives Success Metrics Messaging Personas Scenarios User Stories/Acceptance Criteria Features Out Designs Open Issues Overview Lime Bike is committed to building strong social bonds, and lasting community relationships, and as such, Lime celebrates the family has an integral part of our society. Lime provides a path for families and their friends to naturally join the global transition for a new generation of environmentally friendly and sustainable transportation. All family members and friends may travel together under the umbrella of health, clean air and financial savings. All values held in common between Lime, family members and the cities in which we life. Lime will be enhancing the application to account for the segment of friends and family. Family households, as opposed to individuals, represent a substantial hidden segment within all societies. For example, according to Statista, there are over 16 million family households with children between the ages of 12 and 17 in the United States alone . With an average of 3.14 1 2 members per household, equating to over 50 million individuals. Taken from this perspective it is group that needs to be considered. And whose ridership will affect the way both Lime, (and the municipalities they indirectly interact with) are viewed. And will generate goodwill, as well as expanded revenue. Note​: ​ ​This feature set may be implemented as a ​Premium​ upgrade, such as a ​Friends & Family Bike Share Plan​®​ designed exclusively for parents, and their children, couples and their friends, or more simply added to the base functionality of the application. [​To be discussed with Lime team​] 1 ​https://www.statista.com/statistics/679812/number-of-households-with-children-by-age/ 2 https://www.statista.com/statistics/183657/average-size-of-a-family-in-the-us/ 1 of 13
2. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document Representative comments from users in these situations: Cool service, i liked it, but you guys should add a feature for multiple unlocks. I have a situation right now - we are a family of 3 (parents and a 12 year old kid), went to walk, wanted to bike, but my son didn't take his phone, so we can take only 2 bicycles instead of the needed 3 :((( -- Family of 3 Cons- no ability to unlock more than one bike at a time. Tried to take my two kids out this evening for a quick ride. … Finally found one and realized that we needed a separate account/phone to unlock a second one. Not cool. My son used his app so we were able to get around the issue, but it took us a while to figure this out. What's more, a lady and her daughter came up to get the bikes when we were finished, and had the VERY SAME issue! Please, LimeBike, can you make this outfit a little more family-friendly? That would mitigate some of the steady rise and fall of hope that occurs when users find half of the bikes are out of commission. -- Very Frustrated Objectives • Baseline Goal​: To collect sufficient data related to family household bikeshare user tendencies to establish trends and determine how best to impact this segment - Q1 ▪ Specific data to collect: ▪ Household size ▪ Frequency of use ▪ Distance traveled ▪ Purpose of traveled ▪ Types of vehicles used • Increase users from the segment of family households within the selected target test areas - Q1 • Rescue alienated users/heads of household who have rejected the service due to the lack of this feature - Q1 • Increase lifetime-value of family households - Q2 • Determine the extended value/revenue of additional riders who might have not otherwise used the service had it not been for the Friends and Family features and the related KPI’s - Q1 • Increase monthly active use of the Friends and Family features within the segment of ​family households ​based on results of the initial baseline measurement goals - Q2 • Determine what specific barriers exist preventing families from increasing their usage of the multiple bike share functionality and generate related KPI’s - Q1 Success Metrics The baseline for various metrics below will be determined by the ​baseline goal described above - as data is accumulated for these KPI’s they need to be adjusted. 2 of 13
3. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document • Increase the number of users who re-initiate their service after having rejected Lime due to the lack of multiple bike registration uses by 30% or more - Q1 • Increase the segment of family households by 10% within the selected target test areas - Q2 • Increase monthly Active Users (MAU) in the segment of ​Families and Friends by 50% based on results of the initial baseline measurement goals - Q2 • Reduce the average distance traveled to the nearest cluster of bikes (3 or more) to under 500 mts - Q2 Average distance/time between each additional bike rented for a single group biking event:​ determines bicycle availability and how much effort is expended by users to ride together in the event that a set of bikes cannot be found in one place. This is useful to gauge the necessity for additional bikes at specific locations. If users need to travel too far this may negatively impact on the quality and success of the service. This also serves as a gauge of Bike Service Level across the board. Metric: (mts traveled * # bikes / total bikes rented (during a period of X min)) Access​ - This measurement is critical in maximizing the quantity of people using the system, both as a method of building an equitable system, but also maximizing earning potential from people near bikeshare. ​A broad measure of accessibility is the percent of the city population living within 500 meters of a bikeshare station compared to the entire city area. Accessibility by Low Income Users Average percentage of low-income residents within 500 meters of a bike or station​ Defining how accessible a bikeshare system is can be difficult, but access to real-time data from bikeshare operators allows cities to measure how many low-income residents can reasonably walk to a bike (for dockless systems) or station. This can be done by downloading snapshots of the real-time service map at varying times each day. A 500 m. service area would then be created around each bike and/or station, and then the percent of low-income (defined by the city) residents within that service area would be calculated. Averaging these together would yield the percent of low-income residents near bikeshare. 3 • Bicycle Level of Service : The probability that a user will find a bicycle available 4 where they need it. BLS = 1 – Total time of empty bikes in a month Total service time in a month in the system 3 ​The Bikeshare Planning Guide, 2018 Edition​, Institute for Transportation & Development Policy: http://bikeshare.itdp.org/ 4 Adapted from bike stations for stationless bikes: https://www.itdp.org/wp-content/uploads/2014/07/ITDP_Bike_Share_Planning_Guide.pdf​ pg. 103 3 of 13
4. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document • Maintain a NPS above “12” for Q1 Metric: Net promoter score = % of promoters – % of detractors • Increase frequency of use by users using more than one bike by 10% - Q2 • Increase Customer Lifetime Value by 10% - Q3 Metric: (Average order value) X (Number of Repeat Transactions) X (Average customer lifespan in months/years) • Population in System Coverage Area Defined as the number of people that live in the system coverage area. This figure can be quickly obtained by multiplying the system coverage area by the population density (i.e., the number of residents per kilometer in that area). 5 Messaging Lime now offers Family friendly biking, that easily allows your Friends and Family to join you for a ride with just one app. You can now find a group of bikes, reserve them, check them out and even make a pit stop at your favorite spot for a break. Personas Name Details Goals Head of Household - Shawn (Father, Mother or Guardian) Shawn wants a simple way to take his family bike riding as needed and he would like to cover all expenses (he feels that is his duty). He wants to be in control of reserving the bikes and knowing what is going on with ride since he is the person ultimately responsible for the family. Shawn prefers options that save money, since he is aware of all the expenses. Product Values: • Ease of use • Simplicity Pain Points: • Scarce parking • Parking expense • Discharged bikes ◦ Incorrect App data • Inability to pay from a single source Goals/Outcomes: • Leisure ride (slower may be better) • Avoid necessity of bringing a bike • Travel with family (children and other family members) • Pay with a single account/payment source. • Drop off bike wherever desired Family Member - Phillip Product Values: • Ease of use • Inexpensive Goals/Outcomes: 5 ​https://www.itdp.org/wp-content/uploads/2014/07/ITDP_Bike_Share_Planning_Guide.pdf​ pg. 40 4 of 13
5. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document Phillip wants to ride with the family and a way that does not cost him money (he doesn’t have much in allowance yet). ​ ​He does want bikes that look cool and flashy, • Fun to use • Aesthetically pleasing • Quick and easy transportation between classes and home • Low cost Pain Points: • Not having own income source • Not having own app or smartphone Sociable Resident - Ricardo (Close Friends, Couples, etc.) Ricardo wants to bike with his friends and doesn’t want to feel restricted when someone else wants to join the party. It is important for him to be able to make a pit stop here and there for a break. Product Values: • Ease of use • Inexpensive • Aesthetically pleasing Goals/Outcomes: • Flexibility to add friends to the ride • Low cost Pain Points: • Bikes that are taken while making a pit stop • Parking expenses Underserved Community Member 6 The underserved community members feels compelled to ride with friends and family because it provides and opportunity to share with friends, but also because he/she feels safer traveling in a larger group. Contrary to other groups they time with family and friends is at the top of their motivations while commuting as at the bottom. Product Values: • Ease of use • Universal access Goals/Outcomes: • Flexibility to add family and friends to the ride • Get exercise Pain Points: • Unavailable bikes • Lack of a phone/app Scenarios Scenario 1: Head of Household - Shawn Reserve multiple bikes Shawn is the parent of two teenagers, Phillip and Jessie. They often enjoy traveling on bike on weekends or whenever they get the chance. Shawn heard that dockless bikes were 6 ​Final Report: Breaking Barriers To Bike Share: ​Insights From Residents Of Traditionally Underserved Neighborhoods, NITC-RR-884b, Transportation Research and Education Center (TREC) Portland State University, June 2017. 5 of 13
6. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document available in town, and thought it would be easier to get around if they used them without the headache of having to drag their own from home. Shawn opens Lime app, and selects the quantity of bikes needed, and the map indicates available clusters. He selects the closest group and ​reserves​ them. Scenario 2: Head of Household - Shawn Checking out multiple bikes Once parked, Shawn and his family go to the bike rack and realize that they had not considered how they were going to pay for these, since Jessie didn’t bring her phone, and besides, Phillip doesn’t have enough in his bank card. Shawn checks the app again, and is pleasantly surprised to see a family friendly option which is more inexpensive (even through they need to pay an upfront monthly fee, and a minor overage charge after 30 mins). It is more convenient. Shawn unlocks each bike in turn and sees that the app indicates that their bikes are now rented. When they return and finally park and lock the bikes, the application detects that their ride is complete. And sends Shawn a final notification thanking them with details of the total transaction. Scenario 3: Sociable Resident - Ricardo Adding additional riders Ricardo invites a few friends for a picnic. Before heading out Ricardo searches the Lime app for the nearest group of bikes sufficient for his friends, and reserves them. Once he check-out the bikes, and on tour, Rick, another of Ricardo’s friends calls - he wants to tag along, but he doesn’t have the app... Rick checks, and sure enough there’s a scooter in a nearby cluster. Rick tells him, “no problem ;o)”. He reserves it and heads over there. He adds Rick’s scooter to the group. Scenario 4: Sociable Resident - Ricardo Holding multiple bikes during a pit stop Ricardo stops with his friends at the Starbucks (​damn that cappuccino was good!​), and select an option to hold the bikes while they’re inside (and still keep the meter running). Ricardo thinks, “that is certainly worth the expense for the convenience and security of knowing that when we get out the bikes will still be here…” They had heard of people stopping for a few minutes, and when they got out the bikes were gone (because someone 6 of 13
7. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document had checked them out) and they were stranded when they returned. Fortunately this wasn't the case here. Fortunately, after 30 minutes the app sends him a notification that the bikes are on hold and if he wants to continue. 7 of 13
8. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document User Stories/Acceptance Criteria • P0:​ The minimum viable product. ​P1​: Medium priority. ​P2:​ Low priority. User Story Priority: ​P0 As Shawn (head of household), I want to be able to choose among bike clusters that have enough bikes for my group, so that we don’t need to trek for long distances to find more available bikes. Acceptance Criteria • Provide an option to choose how many bikes are needed (2-4?) (for the quantity of family/friends in the group) ◦ The maximum qty of bikes may be determined by the typical time bikes may be found in a cluster... • Display available bike clusters (with 50ft??? distance of each other) for qty indicated (or greater) User Story: Priority: ​P0 As Shawn (head of household), I want to see the detail about the bikes, so that it is clear what I will be getting. Acceptance Criteria • Display exact location (street address, distance from user location) • Battery charge of each bike (if appropriate) • Walking distance (minutes) 8 of 13
9. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document User Story: Priority: ​P0 As Shawn (head of household), I want to reserve a set of bikes I have found for at least 15 min while we arrive, so that they will be there when we arrive (and no one else takes any of them before I arrive). Of course, the reservation isn’t required for a family/group rental, however it does avoid the headache of seeking bikes that are not together. Acceptance Criteria • Provide an option to select/reserve a set of bikes within a cluster (for the qty previously selected) • Display detail about the cluster (qty available, location?) • Display request for confirmation for qty of bikes to be reserved User Story: Priority: ​P0 As Shawn (head of household), I want to be able to cancel/release a reservation, since I may have made a mistake or changed my mind. Acceptance Criteria • Provide an option to cancel reservation. User Story: Priority: ​P1 As Shawn (head of household), I want to see that the bikes have been reserved, so that I do not have to be concerned that the bikes won’t be available upon arrival. Acceptance Criteria • Display a confirmation for each bike that has been reserved • Display the reserved bike number (so it is easier to know which bike is theirs), which is the same number as indicated in the app. • Indicate on the map that the bike has been reserved, so other users will know that it is unavailable, and will choose another. User Story: Priority: ​P1 As Shawn (head of household), I want to know what the cost is for adding additional bikes so that I can know what I am getting into. Acceptance Criteria • Display cost for each additional bike (initial cost and per hour) • Confirm that is the desired action. • Indicate current plan • Current Balance 9 of 13
10. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document User Story: Priority: ​P0 As Shawn (head of household), I want to add additional people to my group, so that everyone can ride together. Acceptance Criteria • Provide option to add additional people to the group. • Provide option to select another bicycle if desired and add to the group. User Story: Priority: ​P1 As Shawn (head of household), I want to be notified when all the bikes in the group have been locked so that there are no surprises afterwards. Acceptance Criteria • The ride is not considered complete until all bikes in the group have been locked. • Display notation when bikes are checked back in. • Sends a notification that transaction is complete • Indicates amount billed and remaining balance. 10 of 13
11. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document User Story: Priority: ​P2 As Ricardo (sociable resident), I want to be able to hold the bikes in case we stop at at a place, so that we don’t have to worry that the bike will be taken while we are elsewhere (and possibly stranded) and for that we would be willing to pay. Acceptance Criteria • Provide an option to hold bike and lock it while it continues to be billed. • Provide option unlock and resume journey. • Display that the bike is reserved on the bike itself. • Display that the bike is on hold User Story: Priority: ​P2 As Ricardo (sociable resident), I want to be able to cancel the hold on bikes, so that we can leave them there if we choose to leave the bikes there. Acceptance Criteria • Complete ride for all participants or single riders. • Provide option to complete ride at current location and proceed User Story: Priority: ​P2 As Ricardo (sociable resident), I want the app to check with me periodically to see if I want to cancel the hold, so that it does not continue billing if we forget the bikes. Acceptance Criteria • Display an alert that the bikes are still on hold after x amount of time. • Provide an alert to cancel or continue to hold the bikes. 11 of 13
12. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document Priorities - Kano Model Features Out • Single Payment Source Sharing ◦ Based on various comments from users it would appear that the greater concern was with family members, and people in the group who did not have the app. So being able to use a shared payment source would not be of use in this case. That being said this option may be considered as a backlog item, or in a separate PRD. 12 of 13
13. Created By: Daniel Friedlander Email: ​drosscr@gmail.com Phone: 360.746.4327 Lime Product Requirements Document Designs Open Issues • Minimum age needs to be considered in terms of liability and other factors. Consider ages 12-17 as a possible range. • Determine if this feature set be added as basic functionality to the regular app or as a Premium feature. • If and when bikes are produced with LCD screen on the bikes themselves, they should include an indicator that the bikes are reserved or not, either for the person who reserved them, or others looking for bikes. • Determine if wait time when the Pit Stop/Hold feature when active is billed at a different rate, similar to when a taxi meter is running (which is usually at a reduced rate). • What factors determine age limitation in bike share programs. Are these limitations functional? Contact legal for what factors need to be considered and/or managed. 13 of 13