Company Context

RideNow is a large ride-hailing platform operating in 40 cities with 12M monthly active riders. Growth has slowed in mature markets, and leadership wants to run a targeted rider growth experiment rather than launch a broad, expensive incentive program.

Problem

The Growth team can fund only one major rider experiment this quarter. Historical data shows three broad rider patterns: new riders who complete 1 ride then churn, occasional riders who take 1-3 rides per month, and frequent riders who already take 8+ rides per month. Marketing argues for targeting new riders to improve activation, while Operations prefers occasional riders because supply is more predictable and the upside may be larger. Finance wants a cohort that can show measurable ROI within 8-10 weeks.

Your task is not to design the experiment itself in detail, but to identify which rider cohort should be targeted first and explain why. You should balance user need, business impact, feasibility, and downside risk. Assume the company has reliable rider-level data on trip frequency, city, tenure, promo usage, cancellations, and ride categories (commute, airport, nightlife, etc.).

Deliverables

1. Define the rider segmentation approach you would use to identify candidate cohorts.
2. Recommend the single best cohort to target first for a rider growth experiment, with clear reasoning.
3. Explain the core rider job-to-be-done or unmet need for that cohort.
4. Describe how you would prioritize among cohorts using business impact, experimentability, and operational constraints.
5. Define success criteria and key risks before launch.

Constraints

• Budget supports only one cohort-focused experiment this quarter.
• The experiment must launch within 6 weeks and show directional results within 10 weeks.
• Driver supply is constrained during weekday commute peaks in 12 major cities.
• The team cannot build a fully new pricing or loyalty system for this test.
• Leadership expects the chosen cohort to have a credible path to positive payback within 3 months.