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Cyclistic case study


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Cyclistic case study

  1. 1. Cyclistic: How does a bike share navigate speedy success? Presented by: Oliver Carey Last updated: 03/02/2023
  2. 2. Contents 1. About Cyclistic 2. Business task 3. Cyclistic bike-share data 4. Total trips 5. Trip duration 6. Bike demand 7. Ride type 8. Conclusions
  3. 3. 1. About Cyclistic bike-share ● In 2016, Cyclistic launched a successful bike-share service ● Since then, the programme has grown to a fleet of 5,824 bicycles that are geotracked and locked into a network of 692 stations across Chicago ● Cyclistic bike share service offers 3 ride types: ○ Classic bike ○ Docked bike ○ Electric bike
  4. 4. ● Until now, Cyclistic’s marketing strategy relied on building general awareness and appealing to broad consumer segments ● One approach that helped make these things possible was the flexibility of its pricing plans: single-ride passes, full-day passes, and annual memberships ○ Customers who purchase single-ride or full-day passes are referred to as casual riders. ○ Customers who purchase annual memberships are Cyclistic members
  5. 5. 2. Business Task ● Marketing team needs to design marketing strategies aimed at converting casual riders into annual members. In order to do that, the marketing analyst team needs to better understand how annual members and casual riders differ ● Objective for this analysis is to gain insight from existing data to shed light on how the two types of customers use Cyclistic bikeshare
  6. 6. 3. Cyclistic bike-share data ● 31 datasets showing Cyclistic’s historical trip data have been made available to capture the details of every ride logged between April 2020 and December 2022 by the customers of Cyclistic ● The data has been made available by Motivate International Inc. under this license.
  7. 7. 4. Total trips
  8. 8. Total trips by year ● Big jump in total rides from 2020 to 2021 ○ Post-covid cycle boom hit ○ See a large increase in both casual and member riders ● Fall in casual riders from 2021 to 2022 ● Member numbers have stayed at a similar level since boom in 2021 ● Number of trips made by members is always higher than the casual riders across all 3 years
  9. 9. Total trips by month ● Most busy months for both member and casual riders are July, August and September ○ Number of casual riders exceeds members in July ● Least busy months for both member and casual riders are January, February, March & December ○ Seasonal weather could effect rider usage. ○ Peak in riders during summer months ○ Dip during winter months.
  10. 10. Total trips by weekday ● Casual riders ○ Most rides at weekends ○ Huge peak in number of rides on Saturday ○ During weekdays number of rides drops considerably ● Members ○ Number of rides are more consistent through the week ○ Stays above 100,000 ○ Least rides on Sunday ● Clear difference in members and casual riders weekday/weekend usage
  11. 11. 5. Trip duration
  12. 12. Trip duration by year ● Duration of rides has been decreasing year by year for both customer types ● Average trip duration for casual riders fell from over 40 minutes in 2020 to less than 30 minutes in 2022 ● Analysis of total trips showed the effect of the covid bike boom. ● Massive increase in number of trips in 2021 may be behind the decline in average trip duration
  13. 13. Trip duration by month ● Member riders average trip duration is between 10-20 minutes throughout the year ● Casual riders average trip duration fluctuates depending on time of the year ○ From as low as 25 minutes in December ○ To ~40 minutes in June
  14. 14. Trip duration by weekday ● Casual rider average trip duration is more than double that of members ● Both customer types average longer trips on weekends compared to weekdays
  15. 15. 6. Bike demand
  16. 16. Bike demand over a 24 hour day ● Members and casual riders both have peak in demand between 5-7 PM ● Members have a 2nd peak in demand between 7-9 AM ● It’s possible the majority of members are work commuters due to the timings of high demand
  17. 17. 7. Ride type
  18. 18. Demand for each ride type ● Members have a strong preference for classic bikes but also like to use the electric bike ● Casual riders prefer electric bikes but are relatively split between electric bike and classic bike ● Docked bikes are the least in demand ride type ● Docked bikes are more preferred by casual riders than members
  19. 19. Bike demand in each ride type over a day ● All bike types have peak demand between 5 - 7 PM ● Significant peak in members using the classic bike between 5-7 PM ● Classic bike is the bike of choice for commuters ● Docked bike is the only bike type where casual riders have periods of higher demand than members
  20. 20. 8. Conclusions
  21. 21. Key differences Casual riders: ● Use bike share services more during weekends ● Usually take the bikes out for a long duration ● Average trip duration more than twice that of member rider group on any day of the week. ● Prefer electric bikes and use docked bikes significantly more than members ● Average trip duration fluctuates depending on time of the year ● Use bike share services mostly in summer months Member riders: ● Use bike share services consistently over the entire week ● Analysis strongly suggests majority use bike share services for commuting to work ● Strong preference for classic bikes ● Average trip duration between 10-20 minutes throughout the year
  22. 22. Recommendations ● Offering alternative memberships where casual riders can purchase a weekend only annual membership with the option to upgrade ○ Analysis found that a large majority of casual riders only use the bike share service on weekends and not through the week. Alternative membership options could convert casual riders into members ● Running promotions and discounted pricing during off-peak hours during the weekdays to get more customers using the bike share through the week ○ Analysis found that casual riders were not using the bikeshare uniformly across the week. Attractive promotions for casual riders on weekdays could help level out demand over the week ● Run marketing campaign between March and April when number of casual riders begins to increase. ○ Analysis found that the peak time for casual riders using the bike share services is July. Running campaign to convert casual riders to members in the lead up to this would maximise new membership
  23. 23. Thank you for viewing my presentation! If you have any feedback please email me (

Editor's Notes

  • Members have less fluctuation in trip numbers over the week compared to casual riders who don't seem to use the bikeshare services much during weekdays.