Zipcar value proposition foundational work

⛈This mobility scale up needed to accelerate growth in new markets where the US centric acquisition annual membership was struggling to cut through against local established competitors

✅ Created a framework to analyse the value to customers of each features of service (e.g. membership type, usage rates sensitivity, fleet and density, damage cover…)

✅ Designed a  bespoke conjoint customer research and directed data scientist’s customer analytics work to model trade offs between sets of features

🎯 Demonstrated through iterative experiment that european customers would respond better to a freemium model with a monthly membership for frequent users.