12Customer sequencing
DEMANDDemand32 steps
1INNOVATORΔ 0
Early Guest Booker
Rider booking for someone else ▸ Guest and business booker
Incremental Cohort Requirements
Seamless pickups
•Phone-number signups8
•Book with guest numbers20
Effortless payments and pricing
•Single total on requests7
•Auto-email totals8
•Book to my cards15
Trust and accountability
•Add a card manuallys15
•Show driver and car detailss8
2INNOVATORΔ 9
Adventurous Night Tester
Social and nightlife rider ▸ Night-out social rider
Incremental Cohort Requirements
Seamless pickups
•Name and photo entrys10
•One-time location prompts8
•Manual card entrys14
•Auto-pin from GPSs10
•Type a destinations10
•Single standard rides8
•Tap to requests12
•Broadcast to closest drivers18
•Static driver cards12
•Pinned GPS pickups8
•Driver and plate detailss10
Effortless payments and pricing
•Distance-based estimates8
•Manual card entrys12
•Auto-charge at trip ends20
Trust and accountability
•Show vehicle and plates8
•Star rating prompts8
•Star rating prompts8
•Single tap scores7
3INNOVATORΔ 2
App-Curious Early Commuter
Everyday city rider ▸ Commuter
Incremental Cohort Requirements
Seamless pickups
•No-cars notices10
•Manual cancels10
•Tap to start trips8
Effortless payments and pricing
•Base fare labels6
4INNOVATORΔ 1
Novelty Daytime Tester
Everyday city rider ▸ Off-peak errand rider
Incremental Cohort Requirements
Marketplace reliability
•Match nearest online drivers20
5INNOVATORΔ 4
Try-Anywhere Traveler
Traveler ▸ Airport and out-of-town traveler
Incremental Cohort Requirements
Seamless pickups
•One-tap request matchs16
•Terminal pickup points14
Trust and accountability
•Sign up with phone and emails10
•Show rolling average ratings9
Marketplace reliability
•Application status trackers28
6INNOVATORΔ 12
Safety-Minded Early Tester
Social and nightlife rider ▸ Late-night solo safety-conscious rider
Incremental Cohort Requirements
Seamless pickups
•Trip sharing and PIN checks26
On-trip experience and safety
•Tap-to-call emergencys10
•Prefilled trip detailss30
•Show planned routes15
•Arrival confirmation screens10
•Show driver and car detailss10
•PIN to start rides35
•Send trip links15
•Full trip detail on links28
Trust and accountability
•Automate checks and background screenings70
7INNOVATORΔ 2
Receipt-Curious Work Rider
Traveler ▸ Business traveler
Incremental Cohort Requirements
Seamless pickups
•Drag-to-adjust pins25
Effortless payments and pricing
•In-app trip lists10
•In-app receipt cards9
8INNOVATORΔ 4
Hands-On Early Caregiver
Rider booking for someone else ▸ Caregiver for a dependent
Incremental Cohort Requirements
On-trip experience and safety
•PIN-verified pickups35
•Shared trip links20
•Trip-ended notifications15
•One-tap call driver or supports20
9EARLY ADOPTERΔ 23
Regular Nightlife Rider
Social and nightlife rider ▸ Night-out social rider
Incremental Cohort Requirements
Seamless pickups
•Digital wallets and multiple cardss40
•Pick from ride tierss25
•Match with cancels30
•Guest tracking links35
•Sequential distance offerss34
•Verified rating profiles30
•Auto-rematch on driver drops32
•Movable pin plus notess22
•Live location and chats26
Effortless payments and pricing
•Route-and-time fares24
•Locked upfront prices45
•Itemized fare breakdowns35
Trust and accountability
•Highlight the plate and prompt a checks22
•Emphasize the plates20
•Tagged reasons and comments22
•Preset tip buttonss14
•Five-star scales16
10EARLY ADOPTERΔ 13
Routine Rush-Hour Rider
Everyday city rider ▸ Commuter
Incremental Cohort Requirements
Seamless pickups
•Verified phone and emails34
•Explained permission with fallbacks18
•Autocomplete and recentss25
•Background auto-retrys28
•Photo and rating previews26
On-trip experience and safety
•Fixed arrival estimates15
•Continuously updating ETAs35
Effortless payments and pricing
•Total with promos applieds22
•Tappable fare breakdowns20
•Surge badge on confirms8
•Show multiplier and totals20
•Itemized email receipts18
11EARLY ADOPTERΔ 2
Occasional Errand User
Everyday city rider ▸ Off-peak errand rider
Incremental Cohort Requirements
Seamless pickups
•Widen search and alternativess46
12EARLY ADOPTERΔ 6
Terminal-Guidance Traveler
Traveler ▸ Airport and out-of-town traveler
Incremental Cohort Requirements
Seamless pickups
•Add email and names16
•Live tracking with chats38
•Saved venue zoness28
•Zone and level guidances32
13EARLY ADOPTERΔ 22
Trip-Sharing Solo Rider
Social and nightlife rider ▸ Late-night solo safety-conscious rider
Incremental Cohort Requirements
Seamless pickups
•Well-lit spot suggestionss42
•Proximity and AR wayfindings76
On-trip experience and safety
•Flag major detourss40
•Tap to confirm safes30
•Verified route previews55
•Trusted contactss30
•Set a trusted contacts32
•Call the riders18
•Flag to safety teams38
•Share trip with a contacts10
•One-tap emergency buttons30
Trust and accountability
•Explain what affects its18
•Show rating over times34
14LATE MAJORITYΔ 8
Assurance-Demanding Solo Rider
Social and nightlife rider ▸ Late-night solo safety-conscious rider
Incremental Cohort Requirements
On-trip experience and safety
•Auto safe-arrival watchs78
•Live identity handshakes82
15EARLY ADOPTERΔ 9
Itemized-Receipt Rider
Traveler ▸ Business traveler
Incremental Cohort Requirements
Account setup and onboarding
•Inline field validations22
Effortless payments and pricing
•Pick card at checkouts10
•Label cards as personal or works40
•Attached PDF receipts28
•Per-trip receipt downloads20
•Fare component lists12
•Surge and promo liness22
•Shareable formatted receipts30
16EARLY ADOPTERΔ 13
Trip-Watching Caregiver
Rider booking for someone else ▸ Caregiver for a dependent
Incremental Cohort Requirements
Seamless pickups
•Scan card and validates26
On-trip experience and safety
•Remote pickup confirmation to caregivers55
•Designated trusted contacts40
•Arrival alert with map pins35
•PIN-verified boardings35
•In-app message and emergency buttons45
Effortless payments and pricing
•Confirm-screen price locks40
17EARLY ADOPTERΔ 6
Tracking-Link Booker
Rider booking for someone else ▸ Guest and business booker
Incremental Cohort Requirements
On-trip experience and safety
•Live moving cars35
Effortless payments and pricing
•Send ride to guests40
•Send ride by numbers40
18EARLY MAJORITYΔ 27
Dependable-Wait Commuter
Everyday city rider ▸ Commuter
Incremental Cohort Requirements
Seamless pickups
•Snapped pickup suggestionss34
•Snap to known spotss45
•Search places and add stopss45
•Schedule aheads50
•ETA-based smart dispatchs58
•Live approach updatess44
On-trip experience and safety
•Off-route alertss55
•Traffic-adjusted ETAs55
Effortless payments and pricing
•Require explicit surge confirms35
•Surge heat maps30
Trust and accountability
•Submit a fare complaints12
•Itemized fare breakdown disputes35
Marketplace reliability
•Wait estimate before bookings56
19EARLY MAJORITYΔ 2
Reliable Off-Peak Rider
Everyday city rider ▸ Off-peak errand rider
Incremental Cohort Requirements
Marketplace reliability
•Widen the search radiuss38
20EARLY MAJORITYΔ 32
Crowded-Curb Social Rider
Social and nightlife rider ▸ Night-out social rider
Incremental Cohort Requirements
Seamless pickups
•Contactable live detailss48
•Grace window and fair fees50
•Event pickup points14
•Wait-time transparencys34
•Batched zone dispatchs60
•Corner car detailss10
•Nearest-corner suggestions26
•PIN confirm and light flashs40
•Proximity auto-matchs62
•Beacon and hazard cuess44
Effortless payments and pricing
•Fare adjustments and disputess52
Trust and accountability
•Guided arrival verifications40
•Show a shared trip codes10
•Driver enters the codes26
•Report a mismatchs14
•Safety and issue reportings45
•Incident and cleaning reportss46
•Percentage tips and complimentss26
21EARLY MAJORITYΔ 20
Fair-Fare Airport Rider
Traveler ▸ Airport and out-of-town traveler
Incremental Cohort Requirements
Seamless pickups
•Filter by needs45
•Precise curb guidances58
•Venue-integrated dispatchs70
•PIN queue matchings52
•Airport-synced wayfindings80
Effortless payments and pricing
•Surge and toll claritys38
•Submit route complaint forms8
•Show route and fare breakdowns25
•One-tap refund requests26
22EARLY MAJORITYΔ 32
Verified-Safety Rider
Social and nightlife rider ▸ Late-night solo safety-conscious rider
Incremental Cohort Requirements
Seamless pickups
•Guarded arrival flows66
On-trip experience and safety
•Silent in-app safety lines55
•Explain the deviations60
•Proactive safety check-ins80
•Follow me until insides55
•Always-visible safety buttons10
•Discreet trigger optionss58
•Auto-share night ridess52
•Flag long stopss20
•Detect route detourss42
•Check in on anomaliess62
Trust and accountability
•Warn on suspicious signalss34
•Periodic identity re-checks56
23EARLY MAJORITYΔ 20
Arrival-Confirmed Caregiver
Rider booking for someone else ▸ Caregiver for a dependent
Incremental Cohort Requirements
Seamless pickups
•Saved contacts bookings50
On-trip experience and safety
•Route deviation alertss60
•Dependent exit confirmations55
•Boarding confirmation alerts55
•Auto-shared trips to trusted contacts40
•Safe-exit confirmations55
•Remote report and safety escalations65
Trust and accountability
•Later tipping and thank-you notess40
24EARLY MAJORITYΔ 21
Expense-Report Traveler
Traveler ▸ Business traveler
Incremental Cohort Requirements
Effortless payments and pricing
•Auto-assign card by ruless65
•Profile-based defaultss65
•Profile-routed receiptss45
•Date-range statement exports35
•Tap-to-explain breakdowns38
•Search and re-emails22
•Filtered bulk downloads36
•See fee reason and disputes10
•Attach evidence to disputes30
•Manual refund issuances9
•Choose refund method and tracks27
•Approved payer requests42
25EARLY MAJORITYΔ 12
Managed-Guest Booker
Rider booking for someone else ▸ Guest and business booker
Incremental Cohort Requirements
Seamless pickups
•Managed guest ridess70
On-trip experience and safety
•Verified secure shares60
Effortless payments and pricing
•Two-way guest updatess58
•Two-way ride updatess58
26LATE MAJORITYΔ 48
Default Night-Out Rider
Social and nightlife rider ▸ Night-out social rider
Incremental Cohort Requirements
Seamless pickups
•Predictive batch matchings88
•Rich trust profiles66
•Notify-when-available queues64
•Proactive rematch protections70
•Event-managed stagings84
Effortless payments and pricing
•Flexible fare splittings68
Trust and accountability
•Live scan-to-verifys72
•Optional PIN for every trips42
•Queue-based code matchings75
•Real-time impersonation detections88
•Guided detailed reviews68
•Guided detailed reviews66
•Smart tip and recognition systems58
•Weighted fair reputations72
27LATE MAJORITYΔ 38
Standard-Everywhere Traveler
Traveler ▸ Airport and out-of-town traveler
Incremental Cohort Requirements
Seamless pickups
•Recommended and scheduled tierss65
Effortless payments and pricing
•Personalized live fares70
•Split and pre-authorized totals62
•Contextual price coachings58
•Evidence-weighed fee adjudications80
•Automatic owed-money settlements75
•Anomaly-detected charge alertss72
•Full evidence-based re-adjudications82
•Proactive make-good settlements76
Marketplace reliability
•Live promo progresss60
•Guaranteed locked fares75
28LATE MAJORITYΔ 15
Corporate-Billing Traveler
Traveler ▸ Business traveler
Incremental Cohort Requirements
Effortless payments and pricing
•Business profile auto-syncs60
•In-receipt dispute flows58
•Self-serve archive portals55
•Shared account accesss60
•Managed billing profiless82
29LATE MAJORITYΔ 17
Business-Account Booker
Rider booking for someone else ▸ Guest and business booker
Incremental Cohort Requirements
Seamless pickups
•Smart payment and backupss64
On-trip experience and safety
•Raise an alarms72
Effortless payments and pricing
•Auto-compare against optimal routes55
•Managed guest profiless78
•Saved recipient profiless78
30LATE MAJORITYΔ 27
Fully-Assured Caregiver
Rider booking for someone else ▸ Caregiver for a dependent
Incremental Cohort Requirements
On-trip experience and safety
•Proximity and identity auto-verifys80
•Live monitoring dashboards80
•Geofenced safe-arrival verifys78
•Proximity auto-confirm boardings80
•Multi-dependent monitoring dashboards80
•Geofenced arrival with escalations78
•Priority safety response with interventions88
31LATE MAJORITYΔ 54
Guaranteed-Pickup Commuter
Everyday city rider ▸ Commuter
Incremental Cohort Requirements
Seamless pickups
•Document-backed identity checks62
•Sensor-fused precise locations58
•Precise entrance pickups75
•Smart destination suggestionss70
•Guaranteed reserves72
•Match with cancels30
•Full arrival awarenesss68
On-trip experience and safety
•Traffic-aware rerouting views75
•Shareable countdown ETAs70
•Traffic-aware arrival times55
Effortless payments and pricing
•Full surge breakdowns52
•Zone edge indicators46
•Charge on completions18
•Instant receipt and confirmations48
•Instant eligible-case refundss50
Trust and accountability
•Automatic route-based adjudications60
Marketplace reliability
•Confidence-ranged predictionss76
•Reroute around traffics44
•Guaranteed arrival handlings82
32LATE MAJORITYΔ 7
Always-There Errand Rider
Everyday city rider ▸ Off-peak errand rider
Incremental Cohort Requirements
Marketplace reliability
•Nudge drivers online off-peaks58
•Predictive off-peak positionings80
SUPPLYSupply24 steps
1INNOVATORΔ 0
Earnings-Curious Browsers
Prospective new driver ▸ Curious evaluator
Incremental Cohort Requirements
Account setup and onboarding
•Email signup forms8
Marketplace reliability
•Requirements checklists9
•Published earnings examples8
2INNOVATORΔ 3
Sign-Up-Now Applicants
Prospective new driver ▸ Motivated applicant
Incremental Cohort Requirements
Account setup and onboarding
•Manual document uploads12
•Manual vehicle entrys12
•Email status updatess6
•Requirements checklist pages7
Marketplace reliability
•Manual approval notices10
3INNOVATORΔ 13
Try-It-Tonight Tinkerers
Casual part-time driver ▸ Spare-hours side-earner
Incremental Cohort Requirements
Trust and accountability
•Star rating prompts8
•Single tap scores7
•Show rolling average ratings9
Marketplace reliability
•Basic account signups8
•Manual document uploads15
•Static help guides10
•Tap to go onlines15
•Live demand heatmaps30
•Per-trip fare breakdowns18
•Weekly bank payouts25
•Show fare and pickup distances20
•Upfront trip pays24
•Scheduled weekly payouts22
4INNOVATORΔ 7
Surge-Chasing Experimenters
Casual part-time driver ▸ Earnings-maximizing opportunist
Incremental Cohort Requirements
Account setup and onboarding
•Email password resets8
Marketplace reliability
•Guided repositionings66
•Show surge multipliers22
•Trip-count bonusess28
5INNOVATORΔ 6
Full-Time Pioneers
Full-time professional driver ▸ High-volume earner
Incremental Cohort Requirements
Trust and accountability
•Sign up with phone and emails10
•Add a card manuallys15
•Show driver and car detailss8
•Show rider name and photos8
•Star rating prompts8
•Preset tip buttonss14
Marketplace reliability
•Photo upload of documentss14
•Current demand maps28
6INNOVATORΔ 2
Eligibility-First Testers
Full-time professional driver ▸ Compliance-focused career driver
Incremental Cohort Requirements
Account setup and onboarding
•Manual re-upload forms10
•Edit bank details forms10
Trust and accountability
•Edit details in profiles10
•Show rolling rating numbers8
7EARLY ADOPTERΔ 19
Occasional Fill-In Drivers
Casual part-time driver ▸ Spare-hours side-earner
Incremental Cohort Requirements
Trust and accountability
•Remind before documents expires30
•Five-star scales16
Marketplace reliability
•Set a session limits30
•Filter requests by fits50
•Daily and weekly totalss34
•Cash out on demands42
•Show trip length and destinations38
•Full pay breakdowns40
•Payout status trackings38
8EARLY ADOPTERΔ 6
Requirement-Checkers
Prospective new driver ▸ Curious evaluator
Incremental Cohort Requirements
Account setup and onboarding
•Guided multi-step wizards25
•City-specific requirement lists26
Marketplace reliability
•Eligibility questionnaires24
•Earnings range by areas26
9EARLY ADOPTERΔ 9
Guided-Flow Applicants
Prospective new driver ▸ Motivated applicant
Incremental Cohort Requirements
Account setup and onboarding
•In-app camera captures30
•Document upload with checklists28
•In-app status dashboards24
Marketplace reliability
•In-app tutorial walkthroughs28
•Shareable referral codes12
•Application status trackers28
10EARLY ADOPTERΔ 15
Incentive Hunters
Casual part-time driver ▸ Earnings-maximizing opportunist
Incremental Cohort Requirements
Marketplace reliability
•Busy-time forecastss48
•Map surge zoness40
•Guaranteed surge on accepts58
•Time-window guaranteess46
•Live promo progresss60
11EARLY ADOPTERΔ 12
Steady-Income Builders
Full-time professional driver ▸ High-volume earner
Incremental Cohort Requirements
Trust and accountability
•Tagged reasons and comments22
•Tagged reasons and comments22
•Percentage tips and complimentss26
Marketplace reliability
•Structured document checklists32
•Earnings analyticss54
•Demand forecastss46
12EARLY MAJORITYΔ 24
Routine Spare-Hour Regulars
Casual part-time driver ▸ Spare-hours side-earner
Incremental Cohort Requirements
Seamless pickups
•Sequential distance offerss34
Trust and accountability
•Blocked until rateds30
•Surface recent feedbacks22
•Flag threshold breachess30
Marketplace reliability
•Auto-schedule spare windowss72
•Instant transfer to debits58
•Set acceptance preferencess54
•Include bonuses and feess56
•Instant and on-demand cashouts56
13EARLY ADOPTERΔ 8
Rating-Conscious Regulars
Full-time professional driver ▸ Compliance-focused career driver
Incremental Cohort Requirements
Account setup and onboarding
•Expiry reminders and statuss30
•Add a new vehicles12
Trust and accountability
•Show current ratings7
•List trip-by-trip ratingss20
•State the rating basiss9
•Show minimum expected ratings10
•Send a warning notices8
•Manually deactivate accounts10
•Notify at-risk userss10
•Explain what's at stakes26
14EARLY MAJORITYΔ 18
Proof-Seeking Evaluators
Prospective new driver ▸ Curious evaluator
Incremental Cohort Requirements
Account setup and onboarding
•Smart prefill and city gatings45
•Referral and instant eligibilitys62
•Live completion trackers44
•Guided help and eligibility checks58
Marketplace reliability
•Automated background checks58
•Personalized earnings estimators44
15EARLY MAJORITYΔ 22
Fast-Approval Seekers
Prospective new driver ▸ Motivated applicant
Incremental Cohort Requirements
Account setup and onboarding
•Automated ID verifications58
•Plate lookup and doc scans55
•Automated eligibility and reminderss70
•Push alerts with fix actionss42
Marketplace reliability
•Guided practice trips48
•Referral progress dashboards46
•Instant automated activations50
16LATE MAJORITYΔ 25
Guarantee-Demanding Skeptics
Prospective new driver ▸ Curious evaluator
Incremental Cohort Requirements
Marketplace reliability
•Prefilled instant signups58
•Integrated verification and renewalss78
•Continuous eligibility monitorings80
•Verified against source recordss82
•Guaranteed onboarding earningss60
•Activation with first-trip setups66
17LATE MAJORITYΔ 28
Frictionless-Onboarding Holdouts
Prospective new driver ▸ Motivated applicant
Incremental Cohort Requirements
Account setup and onboarding
•Live selfie face matchs75
•Estimated timeline and self-service helps60
•Timeline forecast and first-trip prompts62
•Plate-lookup auto-fills80
Marketplace reliability
•Coached first real trips66
•Tiered referral campaignss64
•Auto-extract and selfie matchs60
18EARLY MAJORITYΔ 50
Data-Driven Planners
Casual part-time driver ▸ Earnings-maximizing opportunist
Incremental Cohort Requirements
Seamless pickups
•Location and card promptss16
Trust and accountability
•Monitor records automaticallys80
•Multi-dimension scorings48
•Chart trend versus thresholds40
•Coach toward improvements62
•Detect patterns proactivelys78
Marketplace reliability
•Predictive surge alertss76
•Tax-ready statementss70
•Earnings-per-zone views64
•Personalized drive plans82
•Net-earnings estimates72
•Dispute and adjustment trackings72
•Guaranteed same-day pays78
19LATE MAJORITYΔ 10
Cautious Time-Guarders
Casual part-time driver ▸ Spare-hours side-earner
Incremental Cohort Requirements
Marketplace reliability
•Personalized offerss80
•Integrated earnings accounts85
20LATE MAJORITYΔ 10
Skeptical Pay-Optimizers
Casual part-time driver ▸ Earnings-maximizing opportunist
Incremental Cohort Requirements
Trust and accountability
•Handle appeals and reinstatements72
Marketplace reliability
•Personalized earnings coachs82
•Track wait times manuallys20
21EARLY MAJORITYΔ 12
Livelihood-Dependent Drivers
Full-time professional driver ▸ High-volume earner
Incremental Cohort Requirements
Trust and accountability
•Block on lapse and re-verifys55
•Safety and issue reportings45
•Incident and cleaning reportss46
Marketplace reliability
•Automated document scannings55
22LATE MAJORITYΔ 16
Income-Security Holdouts
Full-time professional driver ▸ High-volume earner
Incremental Cohort Requirements
Account setup and onboarding
•Instant self-reactivations58
•Grace period and preventions80
Trust and accountability
•Guided detailed reviews68
•Guided detailed reviews66
23EARLY MAJORITYΔ 36
Standing-Protective Professionals
Full-time professional driver ▸ Compliance-focused career driver
Incremental Cohort Requirements
Account setup and onboarding
•Prefill and city gatings45
•Auto-scan and instant approvals55
•Automatic renewal syncs85
•Guided swap with checkss55
•Verified account changes35
•Clear reason and checklists32
Trust and accountability
•Highlight feedback themess44
•Show percentile and headrooms46
•Offer an improvement paths45
•Track multiple signals over times55
•Escalate warnings in stagess48
•Close loop before removals66
24LATE MAJORITYΔ 37
Zero-Risk Compliance Drivers
Full-time professional driver ▸ Compliance-focused career driver
Incremental Cohort Requirements
Account setup and onboarding
•Instant bank linkings58
•Multi-payout and instant cash-outs78
•Automatic renewal syncs85
•Plate-lookup auto-fills80
Trust and accountability
•Threshold-based enforcements50
•Weighted fair reputations72
•Model score impacts66
•Alert on standing shiftss60
•Govern with appeals and tierss74