All-Access Subscription

Lyft Subscriptions

I led design and partnered with Science, Product, and Growth Marketing to define the business model. We ran a ton of pricing tests using marketing landing pages. In parallel, we built a native experience in the app to integrate this offering into core flows. Our experiments helped determine the right pricing structure that also fit the needs of users. We were a scrappy cross-functional team flying under the radar until a tech journalist, whitelisted in one of our tests, wrote about Lyft testing subscriptions, at which point, we were thrust into the limelight and all executive eyes were on us. Our success turned us into a top 10 company initiative and evolved into the LyftPink membership program that exists today.

Success Metrics:

• 15% increase in conversion after native experience launched

• 30% increase in conversion after payment experience redesign

• Top 10 company initiative - well funded and resourced

Press:

• Fast Company // Lyft is Introducing a U.S. Subscription Service

• Fortune // Lyft Tries the Netflix Route and Unveils a New Subscription Plan

• The Verge // Lyft’s monthly subscription plan is now available nationwide

• TechCrunch // Lyft’s $299 subscription plan is launching to the masses

• Engadget // Lyft's $299 All-Access service is available across the US

• The Points Guy // Lyft Officially Launches $300 Monthly Subscription — With Hopes of Ending Car Ownership

Subscriptions

Riders often wait for the price to decrease, causing stress and cognitive load. They will also switch between Lyft and other popular rideshare apps, further causing stress and cognitive load. This caused us to lose some portion of riders to competitors. From a business perspective, we wanted to lock in rider decision-making. We also wanted to create an experience that aligned with Lyft’s mission to reduce car ownership. When pricing is reliable for riders, it makes it easier to choose rideshare over using a personal car, and it increases mobility access for areas with transportation access needs.

Initially, we were targetting all rideshare users. After a year of testing and learning, mid-to-high frequency rideshare users were our target. This is a project where we wanted to figure out a pricing structure that worked for our business and for our users. The Product Manager on the project and I would brainstorm various pricing structures, and work closely with our Data Scientist and Marketer on financial modeling to create a plan to test these structures. While we went divergent on exploring various pricing structures, I would also go divergent in explorations for the product flow for this experience.

We launched and tested numerous pricing structures from flat fares between two points, to a pack of rides for a flat fare, to a monthly price + discounted percentage per ride. We chose to move forward with the monthly price + discounted percentage per ride. We used the templates I created when productizing subscriptions. During this process, I redesigned the payment experience to improve the visual hierarchy and it increased conversions by 30%!

Fun fact: The last test we ran was a monthly subscription price for discounted rides. I worked with Product Marketing on user testing the naming that resonated the best, and settled on Smart Savings Plan. Our learnings from this plan evolved into the LyftPink Membership program!