The Ask: Disrupt the rideshare market with Lyft
In a Nutshell
Lyft can disrupt Uber's dominance by helping people find things to do, rather than just taking them places.
Rideshare giant Uber holds over three quarters of the market share in the category. Lyft is so far behind, challenging the dominant brand seems impossible. Both offer the same primary service: getting riders from point A to point B. However, Lyft has less riders, and in turn attracts less drivers than Uber. This makes the user experience inferior to Uber, since it can be harder to get a ride as quickly. How can Lyft attract new riders to disrupt the rideshare market and become a challenger brand?
What we learned
Need a compelling reason to change
Lyft offers the same thing as Uber, but it doesn't work as well. The brand can’t win over new audiences (in turn, improving user experience with more drivers) without a compelling new offering.
Values aren't apparent
Lyft is committed to community-building and inclusivity on every level, from celebrating local events like Pride to major contributions to the ACLU. But riders don’t always know.
Riders have "weekend plan paralysis"
69% of riders surveyed had trouble deciding what to do on the weekend. They cited problems like too many options, lack of awareness, and boredom with the same things.
Strategy: Make Lyft a vehicle for community exploration
All ridesharing is about getting from point A to point B. Lyft can flip that, and help the people who don't have a destination in mind. Introducing LyftPick: a “surprise me” option in the app that lets Lyft pick a destination for you. Riders answer a series of questions, and are given a suggested destination within their parameters. This gives Lyft a unique offering that's different from Uber. It also solves for weekend plan paralysis, and allows riders to explore their communities.
What We Did
Mintel Market Research
1 x 1 interviews with riders and drivers (Lyft + Uber)
Ashley Devereaux (Creative Brand Management)
Maggie Dick (Strategy)
Mary Gray Johnson (Strategy)
Caroline Jordan (Creative Brand Management)