Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

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Designing a Peer-to-peer Marketplace

description

The Influence of Supply and Demand in Lyft's Mobile Design

Transcript of Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Page 1: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Designing a Peer-to-peer Marketplace

Page 2: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

What is Lyft?

Page 3: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Your Friend With a Car

18 cities & growing

1,000,000+rides completed

Page 4: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Stacey’s story

Page 5: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

More than a transaction

Stacey Stacey’s shoes

Page 6: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Supply & Critical Mass

Page 7: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

No Egg

No Chicken, No Egg; No Egg, No Chicken

No Chicken

Page 8: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Find a chicken, raise a farmReaching critical mass in SF

Page 9: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013
Page 10: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

2 Apps?Passenger app & Driver app

Driver app

Passenger app

?

Page 11: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Great guests make great hosts

Page 12: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

1 AppWith 2 Modes

Driver app

Passenger app

+

Page 13: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Driver Passenger

1 AppWith 2 Modes

Page 14: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Critical Mass

Availability is our most important feature

Page 15: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Wait List, Oct 2012

Throttling demandKeep power users happy, get newbies excited, recruit drivers

… and not get hammered by unmet demand

Page 16: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Community-powered SupplyEarly days, no mode switcher, just a promo

Page 17: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Blurring lines

Page 18: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

CuriosityConverting passengersA simple change with a big impact. True peer-to-peer.

A discoverable entry point

Page 19: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

WEEK (JAN-APR 2013)

DR

IVER

LEA

DS

Driver Leads via App

175

350

525

700

JAN 7 MAR 4 APR 29

Nav bar entry point launched8x wk/wk growth

Page 20: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

37%

36%

27%USE LYFT AS PASSENGER 27%

73%

ARE DRIVERS ONLY

WERE PASSENGER FIRST

Lyft Drivers

Page 21: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Community-powered, people-focused.

The Lyft Community

Page 22: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

The Lyft Community

Page 23: Frank Yoo, Designing for a Peer-to-Peer Marketplace, WarmGun, 2013

Thank You Warmgun!

[email protected] • @frankyoo