1. List down some of the assumptions that would help you arrive at your solution.

 The ratio of the active users on app to the web is 9:1

 There is no COVID-19 at the time of prioritizing the features
 Invite and earn is a major growth channel for Uber
 For B4, the issue of booking is for a single location in Newyork impacting a few (within
100) users
 Currently uber takes 10 seconds to open to the home screen

2. List down the work items that you will prioritize to complete 150 points, in the priority
order in which you would ask the engineering team to start their work, placing the most
important work item at the top of the list. Also, give the rationale for choosing them in the
order.

Work Efforts
The rationale for Choosing the
Item Work Item Description Required
Work Item in the List
Type (Points)

1. Referral drives growth in the

form of new users.
Unable to invite my family/friends to 2. High Impact on Revenue and
B1 10
use Uber less Dev. effort.
3. Highest priority as a core
feature is broken.

By implementing this feature 10

second load time will decrease to
8.5 seconds load time. I have
As a user, I can open the Uber prioritized this feature over others
application and have it load 15% as it will impact user experience
I1 faster than it does today so that the 15 to a great extent and will reach to
entire booking process, in turn, is 90% audience (using App).
faster. Improving UX will help in higher
engagement and in turn also
improve the experience for future
planned releases.

Booking templates are very

As a user, I would like to define and
useful for power users who use
save a ‘booking template’ so that I
Uber on a daily basis like
have the option to reuse it while
F2 25 commuting from home to work
booking a new trip (details are
and back. As they are a major
saved for a quick booking option to
source of revenue, this feature
home/office/hospital address, etc.)
carries a high impact.

As a user, I would like to have the This feature enactment will

F4 option to create a REPEAT booking 30 increase revenue as power users
(i.e, the option to create multiple will have a hassle-free ride
 similar bookings at once e.g., a trip booking experience, which will
to the office five days a week can be improve the number of rides and
booked at the same time via this decrease drop rates. This feature
feature) so that I don’t have to book develops a recurring revenue
the same trip every time stream.

Pool features are high on

As a user, I would like to have the development effort but carry high
option to pool my ride with other impact and reach and introduce a
F5 users who are heading in the same 40 new revenue stream. Pool’s low-
direction so that I can save on my cost rides will increase the
booking cost. number of rides and hence,
revenue.

As a user, I would like to have Implementing mWeb will create a

access to a fully functional and new platform for occasional users
I2 responsive website on my mobile 25 who want to use Uber on mWeb.
phone so that I can open it on my Hence this increases the reach of
mobile browser Uber.

As the RCA of this bug is not

done, and this is impacting a few
users on a particular pickup
Unable to book a trip with a pickup
B4 5 location. I am allocating 5 story
location in New York
points for RCA, based upon
which it can be fixed in the same
or next sprint.

3. List down the work items that you are not picking up and the rationale for not picking
them.

Work Efforts
The rationale for Not Choosing the
Item Work Item Description Required
Work Item in the List
Type (Points)

The ratio of active users on the Web is

While trying to book a trip low (say 10%), much less for users who
using the Uber website, the are actively using IE6, Map not showing
B2 map is not showing 5 for a given group carries less impact as
correctly on Internet the audience is small and there is no
Explorer 6. blocker on using core service, Hence
doesn’t affect Revenue.

This is a UI bug and not visible on the

The ‘Schedule for later’
landing page as it comes on the
B3 option under ‘LATER’ in the 5
‘Schedule for later’ option under ‘LATER’
booking screen (BOOK
in the booking screen, so can be
 NOW/LATER screen) is deprioritized as it has low impact, low
misaligned reach, and doesn’t impact core
functionality.

The main requirement for using uber is

As a user, I can sign up
having a Phone number through which
(and later on, log in) to
users can log in using an OTP/password.
Uber using my Facebook
I3 10 Login with Facebook is a value-added
account so that I can use
service and doesn’t accomplish in
my existing Facebook
increasing revenue, Hence can be
credentials.
deprioritized.

As currently the invite and earn feature

itself is not working, I would like to fix it
As a user, I would like to
first and collect data regarding how the
choose my family/friends
feature is performing in markets- new and
I4 from my phonebook so that 15
existing, how many invites are sent vs
I can invite them to use
accepted. Also according to current
Uber via SMS.
trends, WhatsApp invites should be given
priority over SMS invites.

As a user, I can pay by This feature can be deprioritized for now

cash at the end of each trip as the audience is small ie. users in
I5 15
in Chicago so that I have Chicago wanting to pay by cash, Hence
an option to pay by cash. carrying a low reach.

As a user, I would like to

edit my ‘Scheduled
booking’ option under This feature has less impact on Revenue
F1 ‘LATER’ (and, for example, 30 and needs more effort, Hence is
change the car type) so deprioritized.
that I can edit details before
the trip starts.

As a user, I would like to

define multiple phone
numbers linked to my
This feature will not impact revenue
account and be able to
F3 15 though it is nice to have, hence can be
choose one ‘active number
deprioritized.
so that I can change my
active number when
needed
 4. Add a brief summary explaining your approach for the overall scenario.

My approach for increasing Revenue is by doing the following-

1. Acquiring new users

2. Improving engagement for all users (Retention is the new growth)
3. Improving UX for all users
4. Focusing on power users
5. Focusing on user stories which higher Reach

I have used a combination of methods for prioritizing and deprioritizing given work
items which are-

MOSCOW Method
 Must have: Consists of all the important stories which are critical and must be
implemented immediately. For example, fixing a critical bug that does not allow the
user to invite Family/Friends to use Uber
 Should have: Consists of items that are necessary and can be implemented in the
next two to three sprint exercises. For example, Pay by cash method in Chicago and
sending Invites through a Phonebook
 Could have: Consists of items that are desired but not necessary. For example, In a
given context- FB login and implementing Alternate number login
 Would like but won’t have: Consists of items that have the least payback.

Impact Vs Effort
Emphasis is given to developing such user stories that involve less effort and have a
high impact rather than user stories that need high effort and low impact.

RICE
This scoring system measures each feature or initiative against four factors: reach,
impact, confidence, and effort, after which those individual numbers get turned into
one overall score using a formula. This formula gives product managers a
standardized number that can be applied across any type of initiative.