I went straight to segmenting users by order frequency and spend, which felt right, but I spent too long on the analysis setup and not enough on actual levers.
Start by clarifying the goal and defining AOV, then segment users to identify high-potential opportunities. Structure your answer around a data-driven framework that prioritizes initiatives by impact and feasibility, and tie everything back to Uber's strengths and business model.
Pro tip: Emphasize that growing AOV should not come at the expense of order frequency or customer satisfaction; balance short-term tactics with long-term retention strategies. Also, highlight how Uber's existing assets (e.g., Uber Eats, membership programs) can be leveraged for grocery.
Ask clarifying questions to understand the scope: Is the goal to increase AOV across all users or specific segments? What is the current AOV and target? Define key metrics and guardrails.
Analyze current user behavior to identify segments (e.g., by order frequency, basket size, demographics) and understand drivers of AOV. Use data to find high-leverage opportunities.
Brainstorm initiatives across levers: pricing, promotions, product recommendations, bundling, loyalty programs, etc. Prioritize using a framework like RICE or impact/effort.
Outline how you would design experiments (A/B tests) to validate top initiatives, including success metrics and potential risks.
Define how you would measure success, monitor guardrail metrics (e.g., retention, NPS), and iterate based on results.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.