
As a product data scientist at Uber, I would measure the success of Uber Eats by assessing its impact on the company's overall performance and customer satisfaction. Here are three possible purposes and two possible drawbacks of the app/feature:
1. Purposes:
Increase revenue: Uber Eats could generate more revenue for the company by expanding its customer base and encouraging users to order more frequently.
Improve customer loyalty: By providing a convenient and reliable food delivery service, Uber Eats could increase customer loyalty to the Uber brand.
Enhance market share: By competing with other food delivery services, Uber Eats could increase its market share and strengthen its position in the food delivery industry.
2. Drawbacks:
High operational costs: Running a food delivery service requires a significant investment in resources and logistics, which could reduce Uber's overall profitability.
Risk of negative impact on Uber's core business: Focusing on Uber Eats could divert attention and resources away from the company's core ride-hailing business, potentially harming its overall performance.
To measure the success of Uber Eats, I would use the following metrics:
1. Success metrics:
Number of active users: The number of users actively using Uber Eats indicates the app's popularity and success in attracting and retaining customers.
Order frequency: The frequency with which users order food through Uber Eats indicates the app's ability to encourage users to make repeat purchases.
Customer satisfaction: Measuring customer satisfaction through surveys or feedback can indicate how well the app meets customers' needs and expectations.
2. Counter metrics:
Cancellation rate: A high cancellation rate could indicate operational inefficiencies or poor customer experiences, negatively impacting the success of Uber Eats.
Delivery time: Longer delivery times could lead to lower customer satisfaction and reduced usage of the app.
3. Ecosystem metrics:
Partner restaurants: The number and quality of partner restaurants indicates the strength of Uber Eats' ecosystem and its ability to attract and retain desirable partners.
Market share: Measuring Uber Eats' market share against its competitors can indicate the app's success in capturing a significant portion of the food delivery market.
Overall, measuring success through these metrics would allow me to assess the impact of Uber Eats on the company's revenue, customer loyalty, and market position, while also identifying potential areas for improvement.