2. Maximizing Profit by
Converting Casual Rider
to a Member
Cyclistic’s analytics team wants to understand how casual riders
differ from members in order to get insights and trends that
may lead to converting Casual riders to members based on their
behaviors and preferences.
• The main task is to analyze historical bike trip data to identify
trends in how annual members and casual riders use Cyclistic
bikes differently.
3. 90
126
280
369
406
359
297
209
101
45 40 43
194
245
354
400
417 427
404
349
237
137
150 147
0
50
100
150
200
250
300
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400
450
2022 Mar 2022 Apr 2022 May 2022 Jun 2022 Jul 2022 Aug 2022 Sep 2022 Oct 2022 Nov 2022 Dec 2023 Jan 2023 Feb
T
h
o
u
s
a
n
d
s
casual
member
Bike Users for The Past 12 Months
Generally, bike users are found in the most in the summer, unlike the rest
of the seasons where the number of users decreased significantly. our
casual users peaked in June–Aug, and they were almost the same number
as member users.
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
T
o
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R
i
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s
days
classic_bike
docked_bike
electric_bike
Based on the line chart, it appears that the number of casual users rises every
Wednesday to reach 87661 users on average, moreover, numbers grow on Monday
and Thursday in some weeks. it drops sometimes on Friday, Tuesday, and Sunday.
How The Number of Casual Users Change During The Month
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NUMBER
OF
USERS
HOURS A DAY
num_of_members num_of_casual
User Traffic Hours
High-traffic periods locate between 1:00 – 7:00 PM for the casuals and for members,
it's between 7:00 – 8:00 AM and 3:00 – 7:00 PM. They both rise in the evening hours.
8. 0:27
0:24
0:22 0:21 0:22 0:22
0:26
0:57 0:56
0:52
0:50
0:53 0:52
0:56
0:18
0:16
0:14 0:14 0:14 0:15
0:18
0:00
0:07
0:14
0:21
0:28
0:36
0:43
0:50
0:57
1:04
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
TRIP
DURATION
classic_bike
docked_bike
electric_bike
Average trip length based on a bike type
Two observations to be considered:
casual users are the only ones who use a docked bike, and they spend a longer time
with it about 54 minutes on average, and less time on an electric bike.
It seems that casuals increase their ride duration during the weekend just a little bit
longer.
10. 0
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Streeter Dr & GrandAve DuSable Lake Shore Dr &
Monroe St
Millennium Park Michigan Ave & Oak St DuSable Lake Shore Dr &
NorthBlvd
Shedd Aquarium
Most Popular Stations for Casual Users
These are the most known locations where casual users start at
11. Casual Riders by Ending Station Location
Casual Riders by Starting Station Location
⦿ Casual riders starting location and arrival location are both
located in the coastal region. The map illustrates how
docked and classic bike users are more in the coastal
region side compared to electric bike users.
12. Member Riders by Starting Station Location
Member Riders by Ending Station Location
13. Recommendation
Seasonal Campaigns
• Digital seasonal mega campaigns should be considered especially in spring and summer, and including big offers and discounts
on dead seasons (autumn and winter) to encourage people to give it a shot during cold periods
Customized membership
• Offer a specialized package that exclusively includes different types and designs of electric bikes that may appeal the casual
users since they use Ebike the most.
• Create and promote membership packages tailored to weekend activities and make them more affordable to get and try by
casual riders.
• Consider modify our current membership plan to be more exciting like receiving weekly emails about exploring awesome places
to have a ride in during weekends and weekdays, it may attract casual riders since they take longer rides than a member does,
and we could achieve it through email campaigns.
14. Recommendation
Morning Rides
• Casual users traffic significantly decreases during the morning, on other hand, member users are found in the morning
hours, there is a good chance to change them to members by encouraging them to pay attention to morning rides by sharing
awareness about morning rides boosting energy and strengthen the heart, mentioning how they will complete their vitamin D
daily dose if they keep maintaining having morning rides, and we can achieve that through our website’s blog and other social
media platforms.
Others
• Expand bike stations across Chicago to attract potential members after studying and analyzing the area you are planning to
launch in like general preferences of the population and the weather etc...
• Use occasion days or busy days of a month to plan festivals and bike activities held by Cyclistic, including challenges and Bike
Bowling, and plan games and competitions that offer a potential free membership for a month, location should be in high-traffic
areas.
