12Customer sequencing
DEMANDDemand64 steps
1INNOVATORΔ 0
Bag-Laden Early Triers
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
Incremental Cohort Requirements94
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Type card and saves15
•Apple Pay and Google Pay buttonss20
•Basic format validations8
+84 more
2INNOVATORΔ 13
Post-Concert Adventurers
Nightlife & Social Rider ▸ Event & Venue Egress Rider
Incremental Cohort Requirements164
Account setup and onboarding
•Preview price and ETA before tappings45
•Add name, email, and photos22
•Add a card on files30
•Phone number and SMS codes22
•Sign in with passwords8
•Verify with phone codes22
•Cloud-backed login syncs15
•Saved places and preferences syncs30
Ride request and real-time matching
•Nearest-driver radius matchs25
•Road-distance ETA matchings45
+154 more
3INNOVATORΔ 11
Weekend Bar Regulars
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
Incremental Cohort Requirements101
Account setup and onboarding
•SMS one-time code recoverys25
•Re-login on new devices10
•Update phone number in-apps25
•Email reset links8
•SMS code recoverys22
Ride request and real-time matching
•Compare options before confirmings38
•Clear cancel fee ruless22
•Guided retry with feedbacks40
•GPS auto-locate pickups45
•Report matching status lives22
+91 more
4INNOVATORΔ 4
App-Native Early Switchers
Non-Driver by Necessity ▸ Carless Daily-Life Rider
Incremental Cohort Requirements40
Account setup and onboarding
•Verify email and phones10
•Collect phone and emails10
•Verify a payment cards25
Ride request and real-time matching
•Adjustable pin and saved placess35
•Type an addresss15
•Autocomplete searchs35
•Drop a pin on the maps15
•Auto-locate with address searchs35
Transparent pricing and cashless payment
•Map-based instant estimates35
•Map pin and current locations35
+30 more
5INNOVATORΔ 0
Tech-Forward Early Switchers
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
Incremental Cohort Requirements4
Account setup and onboarding
•Manual card entry forms25
•One-time code by SMS or emails10
•Add card-on-file checks30
Ride request and real-time matching
•Snap to nearby curbss35
6INNOVATORΔ 2
Tech-Comfortable Mobility Riders
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
Incremental Cohort Requirements12
Account setup and onboarding
•Auto-fill and resend flows25
Ride request and real-time matching
•Suggest better nearby spotss50
•Suggest smart pickup spotss58
Pickup, on-trip, and drop-off experience
•Suggest smart pickup spotss58
•Route-aware progress and reroutess60
•Save and pick named spotss50
•Mid-trip destination edits55
Transparent pricing and cashless payment
•Highlight cheapest and fastests58
•Explain the price and offer alternativess65
•Pick the card per trips45
+2 more
7EARLY ADOPTERΔ 3
Routine-Building Regulars
Non-Driver by Necessity ▸ Carless Daily-Life Rider
Incremental Cohort Requirements21
Account setup and onboarding
•Zero-dollar authorizations25
•Auto-default first card addeds18
•Smart fallback on declines40
•Stay signed in with device trusts45
•Multi-device active session handoffs55
Ride request and real-time matching
•Smart pickup suggestionss55
•Lock the quoted prices58
•Smart pickup suggestionss65
•Saved places and recentss50
•Map, saved places, and drop-a-pins45
+11 more
8INNOVATORΔ 1
Car-Free Station Regulars
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
Incremental Cohort Requirements9
Transparent pricing and cashless payment
•Forecast the wait-out payoffs60
•Compare wait-now versus wait-cheapers55
•Confirm changes in the moments58
•Automatic refund for common casess60
•Get instant automated adjustmentss60
•Automatic route-based refundss60
Trust, safety, and accountability
•Consequence-linked rating with safety flagss48
•Consequences and rider coachings45
•Consequences and thresholdss45
9EARLY ADOPTERΔ 2
Standard-Car Access Riders
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
Incremental Cohort Requirements16
Account setup and onboarding
•Explain why before askings18
•Recover from denied permissionss34
•Guided first-ride walkthroughs45
•Validate as you types30
•Wallet as default payments35
Ride request and real-time matching
•Save and reuse pickup spotss55
•Pinpoint entrance and doors80
•Smart location corrections58
•Precise entrance guidances80
Pickup, on-trip, and drop-off experience
•Smart routable pickups75
+6 more
10INNOVATORΔ 5
Tech-Savvy Frequent Flyer
Corporate Business Traveler ▸ Airport Business Traveler
Incremental Cohort Requirements39
Account setup and onboarding
•Auto-read code and rate-limits40
•Validated entry with camera scans45
•Digital wallet one-taps60
•Switch default per trips20
•Add backup and business cardss38
•Social and one-tap logins40
Ride request and real-time matching
•Proactive stall detections65
•Precise pickup with rider coordinations55
•Turn-by-turn in-app routings35
•Live-traffic rerouting and rider updatess58
+29 more
11EARLY ADOPTERΔ 16
Trip-Sharing Night Riders
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
Incremental Cohort Requirements86
Account setup and onboarding
•Add country picker and resends22
•Add photo and contact basicss18
•Guide first-timers through the flows55
•Sign up with social and email logins40
•Auto-fill and resend flows25
•Deep-link and fraud checkss45
•Verify and secure the cards55
•Multiple wallets and PayPals50
•3D Secure and issuer checkss48
•Format and Luhn checks10
+76 more
12EARLY ADOPTERΔ 3
Routine-Building Regulars
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
Incremental Cohort Requirements18
Account setup and onboarding
•Mark one card as defaults8
Supply growth and city liquidity
•Cash out on demands55
•Show your live rating and feedbacks45
•Interactive practice modes50
•Link bank instantly and cash out on demands60
•Coach toward rating goalss68
•Predicted earnings forecasts60
•Pay to reposition with incentivess65
•Guide with time-limited incentivess60
•Personalize offers to each drivers60
+8 more
13EARLY ADOPTERΔ 7
Regular Game-Night Fans
Nightlife & Social Rider ▸ Event & Venue Egress Rider
Incremental Cohort Requirements60
Account setup and onboarding
•Capture basic driver detailss10
•Build a full driver profiles25
•Guide signup with progress trackings45
•Show a static checklists8
•Track live completion statuss28
•Guide with inline validations52
•Enter bank account manuallys15
•Fill a signup forms8
•Upload documents for reviews25
•Automated verification and background checks55
+50 more
14EARLY MAJORITYΔ 3
No-Fallback Dependents
Non-Driver by Necessity ▸ Carless Daily-Life Rider
Incremental Cohort Requirements16
Supply growth and city liquidity
•Automated verification checkss58
•Automated verification and background checkss60
•Guided in-app onboarding with instant verifications65
•Guide with nudges and reminderss55
•Surge zones with pay incentivess65
•Alert on reliability breachess58
•Forecast and pace acquisition budgetss65
•Forecast and pre-position supplys70
•Guaranteed earnings ramps55
•Forecast and alert on gapss70
+6 more
15EARLY MAJORITYΔ 11
Safety-Conscious Social Drinkers
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
Incremental Cohort Requirements49
Account setup and onboarding
•Verify silently with fallbackss68
•Adapt permissions to contexts58
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
•Context-aware default ruless68
•Fraud-aware verifications50
•Score cards for fraud and duplicatess60
+39 more
16EARLY MAJORITYΔ 0
Accessible-Vehicle Seekers
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
Incremental Cohort Requirements1
Account setup and onboarding
•Continuous rescreening and appealss85
17INNOVATORΔ 0
Curious Lot Testers
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
Incremental Cohort Requirements4
Pickup, on-trip, and drop-off experience
•Show venue pickup instructionss15
•Map the pickup point with a photos35
•Show pinned pickup points15
•Guide with photos and directionss35
18INNOVATORΔ 1
Tech-Comfortable Occasional Patients
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
Incremental Cohort Requirements3
Account setup and onboarding
•Verify identity at signups70
•Verified identity and continuous monitorings80
Ride request and real-time matching
•Predict the precise curbs80
19EARLY MAJORITYΔ 1
Cost-Predictable Daily Riders
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
Incremental Cohort Requirements5
Account setup and onboarding
•Tokenized verification with AVSs55
•Match card name to account names35
Supply growth and city liquidity
•Personalize your earnings previews48
•Walk through driving with an interactive guides48
•Track launch health against benchmarkss62
20LATE MAJORITYΔ 7
Cautious Occasional Nightlife Riders
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
Incremental Cohort Requirements30
Account setup and onboarding
•Verified multi-method payments80
•Guided identity-verified restores70
•Seamless account portabilitys70
Ride request and real-time matching
•Context-aware instant pickups80
•Precise walk-to-pickup guidances88
•Snap to smart pickup zoness80
•Predicted and context-aware destinationss72
•Predictive forward-dispatchs92
•Predictively pre-position and matchs90
•Predictive marketplace dispatchs90
+20 more
21INNOVATORΔ 1
App-Savvy Early Riders
Corporate Business Traveler ▸ Client-Facing Meeting Rider
Incremental Cohort Requirements9
Pickup, on-trip, and drop-off experience
•Guide walking to the zones58
•Share live ETA and statuss18
•Signal ready with canned messagess34
•Auto-hold and wait windowss56
•Suggest the best zone lives60
•Show mutual ETA countdowns18
•Nudge rider to head outs38
•Sync arrival with live locations58
•Synchronized curb handoffs84
22EARLY MAJORITYΔ 7
Big-Event Casual Crowds
Nightlife & Social Rider ▸ Event & Venue Egress Rider
Incremental Cohort Requirements30
Pickup, on-trip, and drop-off experience
•Sync zone assignment with the venues85
•Predictive readiness syncs82
•Navigate with venue signage syncs85
•Indoor turn-by-turn walking guidances62
•AR wayfinding with venue integrations88
•Auto-time pickup with wait bufferss80
•Guide you step by step indoorss88
•AR wayfinding to the cars92
•Confirm by proximity and signages90
•Guide with live airport signage integrations85
+20 more
23EARLY ADOPTERΔ 0
Routine Airport Commuter
Corporate Business Traveler ▸ Airport Business Traveler
Incremental Cohort Requirements1
Pickup, on-trip, and drop-off experience
•Orchestrate curb handoffs88
24LATE MAJORITYΔ 1
Venue-Coordinated Departures
Nightlife & Social Rider ▸ Event & Venue Egress Rider
Incremental Cohort Requirements6
Supply growth and city liquidity
•Optimize lifetime driver values88
•Forecast and recommend supply movess85
•Self-balancing liquidity engines90
•Model demand and auto-tune supply incentivess85
•Demand-forecast supply seedings80
•Predictive liquidity balancings92
25EARLY ADOPTERΔ 3
Habit-Forming Last-Mile Riders
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
Incremental Cohort Requirements14
Ride request and real-time matching
•Predictive destinationss75
Pickup, on-trip, and drop-off experience
•Named pickup point with text directionss15
•Map pin with photo of the spots35
Supply growth and city liquidity
•Continuous re-screening and instant checkss85
•Automate end-to-end activations82
•Get coached on your first real tripss75
•Manage multi-method payouts globallys85
•Personalized go-online plans85
•Predict and route to the best earningss85
•Optimize earnings paths in real times85
+4 more
26LATE MAJORITYΔ 2
Safety-and-Support Holdouts
Non-Driver by Necessity ▸ Carless Daily-Life Rider
Incremental Cohort Requirements9
Account setup and onboarding
•Scan, autofill, and recovers75
•Adaptive re-verification and recoverys80
•Smart profile-based defaultss62
•Passwordless trusted-contact logins75
Ride request and real-time matching
•Automate readiness and set-your-own preferencess70
Transparent pricing and cashless payment
•Plan-ahead price forecastings75
•Predictive destination and stopss75
•Auto-reconcile and refund disputess82
Supply growth and city liquidity
•Predict demand and pre-positions88
27EARLY ADOPTERΔ 0
Regular Clinic Commuters
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
Incremental Cohort Requirements
No new requirements
28INNOVATORΔ 0
Tech-Savvy Frequent Flyers
Traveler & Visitor ▸ Air & Rail Arrival Traveler
Incremental Cohort Requirements
No new requirements
29INNOVATORΔ 0
App-Curious Fallback Users
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
Incremental Cohort Requirements
No new requirements
30EARLY ADOPTERΔ 0
Routine Last-Leg Riders
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
Incremental Cohort Requirements
No new requirements
31EARLY MAJORITYΔ 0
Tight-Window Train Catchers
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
Incremental Cohort Requirements
No new requirements
32INNOVATORΔ 0
Early Expenser Willing to Screenshot
Corporate Business Traveler ▸ Expense-Managed Employee
Incremental Cohort Requirements
No new requirements
33EARLY ADOPTERΔ 0
Reliability-Seeking Regulars
Corporate Business Traveler ▸ Client-Facing Meeting Rider
Incremental Cohort Requirements
No new requirements
34EARLY MAJORITYΔ 0
Schedule-Critical Traveler
Corporate Business Traveler ▸ Airport Business Traveler
Incremental Cohort Requirements1
Account setup and onboarding
•Autofill and prefilled identitys55
35LATE MAJORITYΔ 0
Guaranteed-Service Commuters
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
Incremental Cohort Requirements1
Account setup and onboarding
•Guide you step by step to approvals72
36LATE MAJORITYΔ 2
Compliance-Assured Access Riders
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
Incremental Cohort Requirements10
Account setup and onboarding
•Personalize the first ride screens75
•Localize and auto-verify requirementss80
•Manage full payout account with tax handlings85
•Guided end-to-end onboardings80
•Automated verification and instant readinesss85
•Auto-fill from plate and manage multiple carss78
•Liveness and ongoing re-checkss85
•Instant identity and background checkss80
•Continuous vehicle compliances80
•Continuous rescreening and instant re-verifications88
37EARLY MAJORITYΔ 0
Time-Critical Appointment Riders
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
Incremental Cohort Requirements
No new requirements
38EARLY ADOPTERΔ 0
Confident Solo Travelers
Traveler & Visitor ▸ Air & Rail Arrival Traveler
Incremental Cohort Requirements
No new requirements
39EARLY ADOPTERΔ 0
Routine Errand Regulars
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
Incremental Cohort Requirements
No new requirements
40INNOVATORΔ 0
Tech-Savvy Backpackers
Traveler & Visitor ▸ City Explorer & Visitor
Incremental Cohort Requirements
No new requirements
41EARLY ADOPTERΔ 0
Bad-Weather Regulars
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
Incremental Cohort Requirements
No new requirements
42EARLY MAJORITYΔ 0
Schedule-Bound Park-and-Riders
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
Incremental Cohort Requirements
No new requirements
43EARLY ADOPTERΔ 0
Self-Tagging Business Rider
Corporate Business Traveler ▸ Expense-Managed Employee
Incremental Cohort Requirements
No new requirements
44LATE MAJORITYΔ 0
Corporate-Policy Business Traveler
Corporate Business Traveler ▸ Airport Business Traveler
Incremental Cohort Requirements
No new requirements
45INNOVATORΔ 0
Curious Backup Try-ers
Situational Fallback Rider ▸ General
Incremental Cohort Requirements
No new requirements
46EARLY MAJORITYΔ 0
Premium-Class Punctuality Riders
Corporate Business Traveler ▸ Client-Facing Meeting Rider
Incremental Cohort Requirements
No new requirements
47LATE MAJORITYΔ 0
Transit-Integrated Commuters
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
Incremental Cohort Requirements2
Ride request and real-time matching
•Smart pre-matched dispatchs85
•Predictive demand positionings85
48LATE MAJORITYΔ 0
Mobility-Dependent & Assisted Patients
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
Incremental Cohort Requirements
No new requirements
49EARLY MAJORITYΔ 0
Time-Pressed Business Arrivals
Traveler & Visitor ▸ Air & Rail Arrival Traveler
Incremental Cohort Requirements
No new requirements
50EARLY MAJORITYΔ 0
Big-Haul Grocery Riders
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
Incremental Cohort Requirements
No new requirements
51EARLY ADOPTERΔ 0
Frequent Leisure Travelers
Traveler & Visitor ▸ City Explorer & Visitor
Incremental Cohort Requirements
No new requirements
52EARLY MAJORITYΔ 0
Time-Critical Late-Runners
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
Incremental Cohort Requirements
No new requirements
53LATE MAJORITYΔ 0
Employer-Backed Lot Commuters
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
Incremental Cohort Requirements
No new requirements
54EARLY MAJORITYΔ 0
Policy-Compliant Central Biller
Corporate Business Traveler ▸ Expense-Managed Employee
Incremental Cohort Requirements
No new requirements
55EARLY ADOPTERΔ 0
Occasional Pinch Riders
Situational Fallback Rider ▸ General
Incremental Cohort Requirements
No new requirements
56LATE MAJORITYΔ 0
Corporate-Billed Executives
Corporate Business Traveler ▸ Client-Facing Meeting Rider
Incremental Cohort Requirements
No new requirements
57LATE MAJORITYΔ 0
Cautious Occasional Visitors
Traveler & Visitor ▸ Air & Rail Arrival Traveler
Incremental Cohort Requirements
No new requirements
58LATE MAJORITYΔ 0
Cautious Value Shoppers
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
Incremental Cohort Requirements
No new requirements
59EARLY MAJORITYΔ 0
Family & Landmark Tourists
Traveler & Visitor ▸ City Explorer & Visitor
Incremental Cohort Requirements
No new requirements
60LATE MAJORITYΔ 0
Guarantee-Seeking Fallback Riders
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
Incremental Cohort Requirements
No new requirements
61LATE MAJORITYΔ 0
Audit-Grade Corporate Account
Corporate Business Traveler ▸ Expense-Managed Employee
Incremental Cohort Requirements
No new requirements
62EARLY MAJORITYΔ 0
Trusted Emergency Standby
Situational Fallback Rider ▸ General
Incremental Cohort Requirements
No new requirements
63LATE MAJORITYΔ 0
Cautious Occasional Visitors
Traveler & Visitor ▸ City Explorer & Visitor
Incremental Cohort Requirements
No new requirements
64LATE MAJORITYΔ 0
Default Safety-Net Switchers
Situational Fallback Rider ▸ General
Incremental Cohort Requirements
No new requirements