2023 Metrics

Activation

Research Method: Cohort analysis

Analyze the lifecycle of each weekly cohort of reward users over time

percentages are based on total number of users that signed up for that week

compare against different cohorts to standardize the user journey

Looked at how many users performed the following actions each

activate a ticket

view rewards

earn points

redeem points

⁠

Takeaway #1:

50% of users will activate a transit ticket in their first week of signing up

Coincidentally roughly 55% of new rewards users will redeem a ticket in the first week of joining rewards (slightly higher that the amount of users activating ticket possibly due to users holding tickets for a period of time after redeeming)

In this market all users are given an 800 welcome point bonus and is enough to redeem any offer, but half are still not doing so in this first week

Hypothesis:

Users are not experiencing the ‘Aha moment’ in their first week (not redeeming a ticket) and may be the reason users churn

How might we...

Get more users to ride transit in their first week of joining rewards?

Takeaway #2:

Only 25% of users will continue to earn points & visit rewards 1 week post sign up

Hypothesis:

Largest drop off occurs 1 week post signup

How might we...

encourage users to come back to rewards 1 week after joining

Additional questions

are users viewing rewards and not redeeming (i.e. not interested in rewards)

are users completing the onboarding flow

consent > verify phone #

Engagement

⁠

Takeaway #1

Out of ~50,000 users ~3800 will ride transit each week (7%)

Hypothesis

App usage (earnings + redemptions) is driven mostly by a small group of highly active users

Active Users

MAUs - % of users who have earned points in a given month

⁠

Takeaways

Average 8000 (28.18%) monthly active users

Starting to see a downward trend in the 2H 2023

Hypothesis:

Not attracting our ideal user persona - lots of users are joining rewards but are not continuing to use it to ride transit

Additional notes:

Are users eventually graduating to ORCA?

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