Executive Summary — Cyclistic

Business Task: Convert more casual riders to annual members.

Key insights

• Casual riders show distinct timing patterns — median ride length (min): casual 12.0, member 8.7.
• Strong seasonality: casual volume peaks during warmer months.
• Top casual hotspot: DuSable Lake Shore Dr & Monroe St, enabling focused offer placement.

Recommended actions

• Deploy weekend/daytime prompts at top hotspots.
• Trial a weekly pass with time-bound upgrade to annual membership.
• Add on-dock messages and in-app prompts.

Timing focus

Casual share peaks on weekends 11:00–16:00 and weekdays 16:00–18:00 — offers will concentrate in these windows.

Metrics

• 30-day casual → annual conversion
• Offer CTR
• Guardrails: member churn and bike availability

Sizing sketch

From ~253,668 hotspot casual rides, projected 951 new annual members under current assumptions.