We analyzed Divvy, Chicago shared bicycle program. We analyzed the travel pattern, customer segments, and demographic information.

1. Suggestions for Divvy
to Increase Revenue
Canada Goose (Gregory Choi,
Bowen Nie, Jack Taffe)

2. Agenda
Insights from the Data
Travel Route analysis
Suggestions for Divvy to increase revenue

3. Insights from the data
Some Summary Statistics:
Average duration: 17 minutes
Average age of the user: 36
Average # of trip per day: 8722

4. Insights from the data
The heavy users are people from 24 to 40.

5. Insights from the data
People are much more like to use Divvy in warm season than in cold season.

6. Insights from the data
Strong correlation between temperature and usage, R-Square: 0.92, p<0.0001

7. Insights from the data
The two peaks are around 8
am, morning work commute,
and around 5pm, when people
leave work.

8. Insights from the data
Male users are almost 3 times
of the female users.

9. Insights from the data
2/3 of the users are subscriber and
1/3 of them are customer (=Visitors).

10. Insights from the data
Top 40 start stations and top 40 destination stations.

11. Insights from the data
People use Divvy in business hours
are elder than those use Divvy in
off hours.

12. Top 50 Travel routes in 2015 in Chicago
Navy Pier
Museum
Campus
Union
Station
McCormick
Place
* The darker, the more users ride Divvy
in that route.

13. Top 50 Female Travel routes in 2015 in Chicago
Navy Pier
Museum
Campus
South
Navy Pier
Lincoln
Park
North
* The darker, the more users ride Divvy
in that route.

14. Top 50 Visitors Travel Routes in 2015 in Chicago
Union
Station
Navy
Pier
Museum
Campus
Lincoln
Park
* The darker, the more users ride Divvy
in that route.

15. Several takeaways from Travel Route Analysis
Heavy users ride Divvy in downtown area
Females in downtown don’t use Divvy as much as males
It could be attributed to choice in clothes (skirt, heels)
Men’s reckless behavior; riding a bicycle in the middle of Chicago traffic with taxis
The female usage pattern is focused on the residential area, like Lincoln Park
Visitors ride Divvy along with Michigan lake road
Take advantage of the bike trail

16. Suggestion (1)
Advertising
Breakfast , Fast food, and other goods for young and middle-age people
Business Partner
Sports, health and wellness partners
Local business and service providers
Dynamic pricing based upon time, gender, age, or location
Offer a discount during non-peak hours

17. Suggestion (2)
Increase safety - Taxi and other drivers are can cause dangerous conditions
Bike Lanes
Helmets
Promote group activity
Different scenic routes
Improve winter revenue
Discount during low volume times
Heated handlebars and seats, recharges at station

18. Q&A