Uber believes good things happen when people can move, whether across town or toward their dreams. This has lead Uber to create a global ridesharing service. While they changed how people can request rides, it was only a starting point.
Uber’s offerings include Rides, Eats, grocery delivery, transit benefits, and more. Uber wanted to build a subscription program that would promote usage across their services and enhance relationship retention.
Uber partnered with Socratic to identify the price points and benefits to include in a
comprehensive subscription service that would help create a better user experience.
Socratic employed an adaptive conjoint design to manage the large number of benefits tested. Other design considerations included rules on benefit combinations and total subscription pricing.