Role: Strategic Operations Intern

Focus: Product Adoption, Growth Initiatives

CHALLENGE

Project Type: Capstone

Skills: SQL, Market Research, Cross-functional Collaboration

Seniors adults (aged 65+) lack accessible and personalized transportation solutions

Although the 65+ age population is rapidly growing, seniors currently only make up 4% of Uber’s user base. With competitors like Lyft Silver and GoGoGrandparent entering the senior mobility space, how can Uber differentiate its offering and capture this demographic? My capstone covers how we can address this segments’ unique pain points, enhance accessibility products, and capture these senior adults as Uber riders.

MY APPROACH

*Due to confidentiality, the full report has been hidden.

By segmenting senior riders and analyzing trip behaviors, Uber can better address their diverse needs

I segmented senior riders into independent vs. dependent users and compared their behaviors to the general population to identify unique trends. Analysis revealed seniors take 2x more scheduled trips, often require family or caretaker booking, and benefit most from Simple Mode’s streamlined UX. Support ticket data highlighted account setup as the main adoption barrier, while trip cancellations were the leading product defect once on the platform.

SOLUTION

Uber can capture the 65+ market with 3 prioritized initiatives to address user pain points

To unlock growth among senior riders, I identified three strategic initiatives prioritized by impact and resource allocation. First, simplify account onboarding to remove adoption barriers. Second, increase in-app accessibility features to improve retention and user experience. Third, launch a recurrent rides feature under Uber Reserve to drive long-term growth and higher-value engagement. Together, these levers provide a roadmap for sustainable adoption in the 65+ market.