11Customer terrain
ADOPTION 1
Innovator
ADOPTION 2
Early adopter
ADOPTION 3
Early majority
ADOPTION 4
Late majority
DEMANDDemand
Daily Urban & Suburban Commuterimputed Δ 39
End-to-End Door-to-Door Commuter
Δ 33
INNOVATOR5660
Tech-Forward Early Switchers
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
All Cohort Requirements271
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+261 more
EARLY ADOPTER11849
Routine-Building Regulars
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
All Cohort Requirements378
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Add a card on files30
•Guided first-ride walkthroughs45
•Validate as you types30
•Apple Pay and Google Pay buttonss20
+368 more
EARLY MAJORITY15549
Cost-Predictable Daily Riders
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
All Cohort Requirements460
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
+450 more
LATE MAJORITY35457
Guaranteed-Service Commuters
Daily Urban & Suburban Commuter ▸ End-to-End Door-to-Door Commuter
All Cohort Requirements760
Account setup and onboarding
•Verify silently with fallbackss68
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•Guided first-ride walkthroughs45
•One-tap identity and wallet setups70
•Scan, autofill, and recovers75
•Wallet as default payments35
•Multiple wallets and PayPals50
+750 more
First & Last Mile Transit Connector
Δ 44
INNOVATOR9579
Car-Free Station Regulars
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
All Cohort Requirements343
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+333 more
EARLY ADOPTER19455
Habit-Forming Last-Mile Riders
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
All Cohort Requirements537
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
•Apple Pay and Google Pay buttonss20
+527 more
EARLY MAJORITY17506
Tight-Window Train Catchers
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
All Cohort Requirements498
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
+488 more
LATE MAJORITY15342
Transit-Integrated Commuters
Daily Urban & Suburban Commuter ▸ First & Last Mile Transit Connector
All Cohort Requirements196
Account setup and onboarding
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Adapt permissions to contexts58
•Personalize the first ride screens75
•Sign up with phone numbers10
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Scan, autofill, and recovers75
•Smart wallet fallback and verifications70
+186 more
Park-and-Ride Hybrid
Δ 43
INNOVATOR3450
Curious Lot Testers
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
All Cohort Requirements172
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+162 more
EARLY ADOPTER12770
Routine Last-Leg Riders
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
All Cohort Requirements405
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Add name, email, and photos22
+395 more
EARLY MAJORITY13570
Schedule-Bound Park-and-Riders
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
All Cohort Requirements320
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Guided first-ride walkthroughs45
+310 more
LATE MAJORITY14159
Employer-Backed Lot Commuters
Daily Urban & Suburban Commuter ▸ Park-and-Ride Hybrid
All Cohort Requirements181
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
•Scan, autofill, and recovers75
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
•Context-aware default ruless68
•Verified multi-method payments80
+171 more
Backup-Mode Commuter
Δ 34
INNOVATOR4868
App-Curious Fallback Users
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
All Cohort Requirements224
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+214 more
EARLY ADOPTER13165
Bad-Weather Regulars
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
All Cohort Requirements424
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
•Apple Pay and Google Pay buttonss20
•Basic format validations8
+414 more
EARLY MAJORITY13009
Time-Critical Late-Runners
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
All Cohort Requirements335
Account setup and onboarding
•Add country picker and resends22
•Capture first names5
•Ask permission at first taps8
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Add a card on files30
•Guided first-ride walkthroughs45
•Validate as you types30
•Apple Pay and Google Pay buttonss20
+325 more
LATE MAJORITY25674
Guarantee-Seeking Fallback Riders
Daily Urban & Suburban Commuter ▸ Backup-Mode Commuter
All Cohort Requirements607
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•Add name, email, and photos22
•Verified identity with fraud checkss68
+597 more
Corporate Business Travelerimputed Δ 48
Airport Business Traveler
Δ 51
INNOVATOR9008
Tech-Savvy Frequent Flyer
Corporate Business Traveler ▸ Airport Business Traveler
All Cohort Requirements290
Account setup and onboarding
•Send SMS one-time codes10
•Auto-read code and rate-limits40
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Email and phone signups10
•Add a card on files30
•Apple Pay and Google Pay buttonss20
+280 more
EARLY ADOPTER14683
Routine Airport Commuter
Corporate Business Traveler ▸ Airport Business Traveler
All Cohort Requirements416
Account setup and onboarding
•Send SMS one-time codes10
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Add name, email, and photos22
•Sign up with social and email logins40
•One-time code by SMS or emails10
•Add a card on files30
+406 more
EARLY MAJORITY21876
Schedule-Critical Traveler
Corporate Business Traveler ▸ Airport Business Traveler
All Cohort Requirements334
Account setup and onboarding
•Auto-read code and rate-limits40
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Recover from denied permissionss34
•Adapt permissions to contexts58
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•Sign up with social and email logins40
•Verified identity with fraud checkss68
+324 more
LATE MAJORITY15757
Corporate-Policy Business Traveler
Corporate Business Traveler ▸ Airport Business Traveler
All Cohort Requirements212
Account setup and onboarding
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Adapt permissions to contexts58
•Personalize the first ride screens75
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Scan, autofill, and recovers75
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
•Context-aware default ruless68
+202 more
Client-Facing Meeting Rider
Δ 53
INNOVATOR13610
App-Savvy Early Riders
Corporate Business Traveler ▸ Client-Facing Meeting Rider
All Cohort Requirements438
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Guided first-ride walkthroughs45
+428 more
EARLY ADOPTER12117
Reliability-Seeking Regulars
Corporate Business Traveler ▸ Client-Facing Meeting Rider
All Cohort Requirements331
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Add photo and contact basicss18
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Add a card on files30
•Guided first-ride walkthroughs45
•Validate as you types30
•Verify and secure the cards55
+321 more
EARLY MAJORITY17927
Premium-Class Punctuality Riders
Corporate Business Traveler ▸ Client-Facing Meeting Rider
All Cohort Requirements280
Account setup and onboarding
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•Sign up with social and email logins40
•Verified identity with fraud checkss68
•Add a card on files30
•Guided first-ride walkthroughs45
•One-tap identity and wallet setups70
•Multiple wallets and PayPals50
•Smart wallet fallback and verifications70
+270 more
LATE MAJORITY14918
Corporate-Billed Executives
Corporate Business Traveler ▸ Client-Facing Meeting Rider
All Cohort Requirements189
Account setup and onboarding
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Adapt permissions to contexts58
•Personalize the first ride screens75
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Verify and secure the cards55
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
•Context-aware default ruless68
+179 more
Expense-Managed Employee
Δ 41
INNOVATOR3879
Early Expenser Willing to Screenshot
Corporate Business Traveler ▸ Expense-Managed Employee
All Cohort Requirements176
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
•Apple Pay and Google Pay buttonss20
+166 more
EARLY ADOPTER8153
Self-Tagging Business Rider
Corporate Business Traveler ▸ Expense-Managed Employee
All Cohort Requirements278
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Add name, email, and photos22
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Apple Pay and Google Pay buttonss20
+268 more
EARLY MAJORITY15015
Policy-Compliant Central Biller
Corporate Business Traveler ▸ Expense-Managed Employee
All Cohort Requirements457
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Add name, email, and photos22
•Sign up with social and email logins40
•One-time code by SMS or emails10
+447 more
LATE MAJORITY15057
Audit-Grade Corporate Account
Corporate Business Traveler ▸ Expense-Managed Employee
All Cohort Requirements191
Account setup and onboarding
•Add a card on files30
•One-tap identity and wallet setups70
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
•Context-aware default ruless68
•Verified multi-method payments80
•Adaptive re-verification and recoverys80
•Smart profile-based defaultss62
•Passwordless trusted-contact logins75
•Bind identity across payment and devices85
+181 more
Nightlife & Social Riderimputed Δ 42
Safe-Ride-Home Rider
Δ 49
INNOVATOR7635
Weekend Bar Regulars
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
All Cohort Requirements276
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+266 more
EARLY ADOPTER15393
Trip-Sharing Night Riders
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
All Cohort Requirements401
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Auto-read code and rate-limits40
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
+391 more
EARLY MAJORITY14020
Safety-Conscious Social Drinkers
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
All Cohort Requirements218
Account setup and onboarding
•Verify silently with fallbackss68
•Adapt permissions to contexts58
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Verify and secure the cards55
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
+208 more
LATE MAJORITY16240
Cautious Occasional Nightlife Riders
Nightlife & Social Rider ▸ Safe-Ride-Home Rider
All Cohort Requirements253
Account setup and onboarding
•Auto-read code and rate-limits40
•Verify silently with fallbackss68
•Recover from denied permissionss34
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•Sign up with social and email logins40
•Verified identity with fraud checkss68
•One-tap identity and wallet setups70
•Apple Pay and Google Pay buttonss20
+243 more
Event & Venue Egress Rider
Δ 35
INNOVATOR5446
Post-Concert Adventurers
Nightlife & Social Rider ▸ Event & Venue Egress Rider
All Cohort Requirements243
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Add name, email, and photos22
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
+233 more
EARLY ADOPTER17246
Regular Game-Night Fans
Nightlife & Social Rider ▸ Event & Venue Egress Rider
All Cohort Requirements530
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
+520 more
EARLY MAJORITY25821
Big-Event Casual Crowds
Nightlife & Social Rider ▸ Event & Venue Egress Rider
All Cohort Requirements624
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
+614 more
LATE MAJORITY20195
Venue-Coordinated Departures
Nightlife & Social Rider ▸ Event & Venue Egress Rider
All Cohort Requirements456
Ride request and real-time matching
•One-tap request with detected pickups15
•Show price and ETA before requests18
•Lock the quoted prices58
•Confirm with full trip contexts78
•Confirm with driver and trip detailss40
•Guarantee confirmation across failuress68
•Show a searching spinners8
•Report matching progress and times48
•Guarantee a match or auto-retrys72
•Batch dispatch optimizations70
+446 more
Non-Driver by Necessityimputed Δ 41
Carless Daily-Life Rider
Δ 40
INNOVATOR7269
App-Native Early Switchers
Non-Driver by Necessity ▸ Carless Daily-Life Rider
All Cohort Requirements314
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+304 more
EARLY ADOPTER10409
Routine-Building Regulars
Non-Driver by Necessity ▸ Carless Daily-Life Rider
All Cohort Requirements370
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+360 more
EARLY MAJORITY14929
No-Fallback Dependents
Non-Driver by Necessity ▸ Carless Daily-Life Rider
All Cohort Requirements458
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+448 more
LATE MAJORITY13946
Safety-and-Support Holdouts
Non-Driver by Necessity ▸ Carless Daily-Life Rider
All Cohort Requirements182
Account setup and onboarding
•Verify silently with fallbackss68
•Sign up with phone numbers10
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Scan, autofill, and recovers75
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
•Context-aware default ruless68
•Verified multi-method payments80
+172 more
Accessibility-Dependent Rider
Δ 43
INNOVATOR7152
Tech-Comfortable Mobility Riders
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
All Cohort Requirements267
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Email and phone signups10
•Type card and saves15
•Apple Pay and Google Pay buttonss20
•Basic format validations8
•Mark one card as defaults8
+257 more
EARLY ADOPTER9386
Standard-Car Access Riders
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
All Cohort Requirements319
Account setup and onboarding
•Capture first names5
•Ask permission at first taps8
•Explain why before askings18
•Recover from denied permissionss34
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
+309 more
EARLY MAJORITY17658
Accessible-Vehicle Seekers
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
All Cohort Requirements506
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Recover from denied permissionss34
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Add a card on files30
•Guided first-ride walkthroughs45
+496 more
LATE MAJORITY16801
Compliance-Assured Access Riders
Non-Driver by Necessity ▸ Accessibility-Dependent Rider
All Cohort Requirements214
Account setup and onboarding
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Adapt permissions to contexts58
•Personalize the first ride screens75
•Sign up with phone numbers10
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Scan, autofill, and recovers75
•Smart wallet fallback and verifications70
+204 more
Everyday Errand & Appointment Riderimputed Δ 35
Medical & Appointment Rider
Δ 45
INNOVATOR8635
Tech-Comfortable Occasional Patients
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
All Cohort Requirements280
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+270 more
EARLY ADOPTER8070
Regular Clinic Commuters
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
All Cohort Requirements265
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Add a card on files30
•Guided first-ride walkthroughs45
•Validate as you types30
•Apple Pay and Google Pay buttonss20
+255 more
EARLY MAJORITY11408
Time-Critical Appointment Riders
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
All Cohort Requirements289
Account setup and onboarding
•Add a card on files30
•Guided first-ride walkthroughs45
•One-tap identity and wallet setups70
•Zero-dollar authorizations25
•3D Secure and issuer checkss48
•Proactive card health monitorings72
•Validated entry with camera scans45
•Digital wallet one-taps60
•Verified multi-method payments80
•Switch default per trips20
+279 more
LATE MAJORITY10078
Mobility-Dependent & Assisted Patients
Everyday Errand & Appointment Rider ▸ Medical & Appointment Rider
All Cohort Requirements130
Account setup and onboarding
•Personalize the first ride screens75
•Add a card on files30
•Multiple wallets and PayPals50
•Verified multi-method payments80
•Verify government ID and selfies85
•Detect fraud and duplicate accountss80
Ride request and real-time matching
•Confirm with full trip contexts78
•Smart cancel and auto-retrys58
•Precise walk-to-pickup guidances88
•Predict the precise curbs80
+120 more
Shopping & Errand Rider
Δ 26
INNOVATOR1250
Bag-Laden Early Triers
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
All 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
EARLY ADOPTER9735
Routine Errand Regulars
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
All Cohort Requirements350
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
•Apple Pay and Google Pay buttonss20
+340 more
EARLY MAJORITY10918
Big-Haul Grocery Riders
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
All Cohort Requirements366
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Sign up with phone numbers10
•Email and phone signups10
•Add a card on files30
•Guided first-ride walkthroughs45
•Zero-dollar authorizations25
•3D Secure and issuer checkss48
•Smart fallback on declines40
•Manual card entry forms25
+356 more
LATE MAJORITY11762
Cautious Value Shoppers
Everyday Errand & Appointment Rider ▸ Shopping & Errand Rider
All Cohort Requirements351
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Guided first-ride walkthroughs45
•Apple Pay and Google Pay buttonss20
•Wallet as default payments35
+341 more
Traveler & Visitorimputed Δ 46
Air & Rail Arrival Traveler
Δ 47
INNOVATOR16274
Tech-Savvy Frequent Flyers
Traveler & Visitor ▸ Air & Rail Arrival Traveler
All Cohort Requirements472
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+462 more
EARLY ADOPTER11430
Confident Solo Travelers
Traveler & Visitor ▸ Air & Rail Arrival Traveler
All Cohort Requirements368
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
+358 more
EARLY MAJORITY9429
Time-Pressed Business Arrivals
Traveler & Visitor ▸ Air & Rail Arrival Traveler
All Cohort Requirements126
Account setup and onboarding
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Adapt permissions to contexts58
•Personalize the first ride screens75
•Sign up with phone numbers10
•Sign up with social and email logins40
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Verify and secure the cards55
+116 more
LATE MAJORITY30372
Cautious Occasional Visitors
Traveler & Visitor ▸ Air & Rail Arrival Traveler
All Cohort Requirements641
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Verify silently with fallbackss68
•Capture first names5
•Add photo and contact basicss18
•Explain why before askings18
•Recover from denied permissionss34
•Adapt permissions to contexts58
•Show map with destination entrys25
•Preview price and ETA before tappings45
+631 more
City Explorer & Visitor
Δ 44
INNOVATOR5980
Tech-Savvy Backpackers
Traveler & Visitor ▸ City Explorer & Visitor
All Cohort Requirements269
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
•Apple Pay and Google Pay buttonss20
+259 more
EARLY ADOPTER12092
Frequent Leisure Travelers
Traveler & Visitor ▸ City Explorer & Visitor
All Cohort Requirements375
Account setup and onboarding
•Auto-read code and rate-limits40
•Capture first names5
•Ask permission at first taps8
•Explain why before askings18
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•Sign up with social and email logins40
•Add a card on files30
•Apple Pay and Google Pay buttonss20
+365 more
EARLY MAJORITY12058
Family & Landmark Tourists
Traveler & Visitor ▸ City Explorer & Visitor
All Cohort Requirements277
Account setup and onboarding
•Add photo and contact basicss18
•Explain why before askings18
•Recover from denied permissionss34
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
•Sign up with social and email logins40
•Add a card on files30
•Guided first-ride walkthroughs45
•Apple Pay and Google Pay buttonss20
+267 more
LATE MAJORITY14024
Cautious Occasional Visitors
Traveler & Visitor ▸ City Explorer & Visitor
All Cohort Requirements178
Account setup and onboarding
•Verify silently with fallbackss68
•Autofill and prefilled identitys55
•Adapt permissions to contexts58
•Personalize the first ride screens75
•Verified identity with fraud checkss68
•Silent and passwordless verifications70
•One-tap identity and wallet setups70
•Scan, autofill, and recovers75
•Smart wallet fallback and verifications70
•Proactive card health monitorings72
+168 more
Situational Fallback Riderimputed Δ 28
General
Δ 28
INNOVATOR5584
Curious Backup Try-ers
Situational Fallback Rider ▸ General
All Cohort Requirements260
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Type card and saves15
+250 more
EARLY ADOPTER8140
Occasional Pinch Riders
Situational Fallback Rider ▸ General
All Cohort Requirements296
Account setup and onboarding
•Send SMS one-time codes10
•Capture first names5
•Ask permission at first taps8
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•One-time code by SMS or emails10
•Email and phone signups10
•Add a card on files30
•Guided first-ride walkthroughs45
+286 more
EARLY MAJORITY12843
Trusted Emergency Standby
Situational Fallback Rider ▸ General
All Cohort Requirements419
Account setup and onboarding
•Send SMS one-time codes10
•Add country picker and resends22
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Sign up with phone numbers10
•Add name, email, and photos22
+409 more
LATE MAJORITY17483
Default Safety-Net Switchers
Situational Fallback Rider ▸ General
All Cohort Requirements545
Account setup and onboarding
•Send SMS one-time codes10
•Auto-read code and rate-limits40
•Capture first names5
•Add photo and contact basicss18
•Ask permission at first taps8
•Explain why before askings18
•Show map with destination entrys25
•Preview price and ETA before tappings45
•Guide first-timers through the flows55
•Sign up with phone numbers10
+535 more