建立Lyft的激励平台

Lyft’s mission: “Improve peoples lives with the world’s best transportation”

Lyft的使命。"用世界上最好的交通工具改善人们的生活"

Lyft’s rideshare ecosystem is a two-sided marketplace consisting of drivers and riders. To deliver on the company mission, we helped Growth Teams in acquiring and retaining riders and drivers on Lyft’s platform.

Lyft的交通共享生态系统是一个由司机和乘客组成的双面市场。为了实现公司的使命，我们帮助增长团队在Lyft的平台上获得和保留乘客和司机。

Incentives, what’s the point?

激励措施，有什么用？

One of the most fundamental methods to grow our platform and introduce new users to our products was through incentives. We used a variety of diverse incentives to tackle acquisition, engagement, product discovery, and remediation. Let’s look at specific examples:

发展我们的平台和向我们的产品介绍新用户的最基本方法之一是通过激励。我们使用各种不同的激励措施来解决获取、参与、产品发现和补救问题。让我们看一下具体的例子。

• A new rider who has never taken a ride: They may be dissuaded by an unfamiliar product that they’ve never used before. Sending a small ride credit incentive in conjunction with thoughtful communication to encourage them to try out our platform and feel comfortable while doing it. We firmly believe in our mission to build the world’s best transportation, and part of that is making our product accessible to everyone.
• 一个从未骑过马的新骑手。他们可能会因为一个从未使用过的陌生产品而打消念头。发送一个小的乘车积分奖励，结合周到的沟通，鼓励他们尝试我们的平台，并在此过程中感到舒适。我们坚信我们的使命是建立世界上最好的交通工具，而其中的一部分就是让每个人都能使用我们的产品。
• A driver who had a bad experience on the app, like a no-show rider: We want to acknowledge the experience and be empathetic to the situation. We can send them a message apologizing for the situation, along with a bonus incentive — it’s important to let our drivers know that they are a tremendously valued part of what we are building.
• 一个司机在应用程序上有不好的体验，比如说没有出现的骑手。我们要承认这种经历，并对这种情况感同身受。我们可以给他们发送一条信息，对这种情况表示歉意，同时提供奖金激励--让我们的司机知道他们是我们正在建立的一个非常有价值的部分，这很重要。

What is an incentive campaign? What are the functional blocks?

什么是激励性活动？有哪些功能模块？

For incentives to be effective — Timing and communication is important

要使激励措施有效- 时机和沟通很重要

For incentive programs to be impactful — Scale and reliability is key

激励项目要想产生影响--规模和可靠性是关键

Let’s con...