April 2022 Divvy Bike Analysis
Presented by Mary Ditmer
Last edited: 05/10/2022
Table of Contents
Business Goal
Analysis Purpose
Design marketing strategies aimed at converting casual riders into annual members.
How do annual members and casual riders use our bikes differently?
Casual members make up about a third of our users,
casual users rode longer than annual members O
but rode longer compared to annual members overall.
Member
Casual
Saturdays are most popular among casual riders.
Tuesdays are most popular among annual members.
Casual users tend to visit the Millenium Park, DuSable Lake Shore Dr & Monroe St, and Streeter Dr & Grand Ave stations.
Annual members consistently use the other seven most popular stations.
Clinton St & Washington Blvd
Millennium Park
Clinton St & Madison St
University Ave & 57th St
Ellis Ave & 60th St
Clark St & Elm St
Wells St & Concord Ln
DuSable Lake Shore Dr & Monroe St
Streeter Dr & Grand Ave
Kingsbury St & Kinzie St
Findings
Casual users ride longer on average
Weekends, especially Saturday, see a spike in casual usage
Annual members and casual users tend to frequent different stations
Strategies
Post membership advertisements at stations where casual users frequent.
Provide membership specials on weekends when casual user numbers are highest.
Increase weekend rental prices to incentivize casual users to become annual members.
A
B
C