Case Study – Understanding Demand for Shared Electric Cycles
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This project presents an interactive single-page infographic analyzing demand patterns for India’s leading micro-mobility provider. Despite recent revenue declines, this study identifies key determinants influencing shared electric cycle rental behavior and offers data-driven recommendations to enhance business operations.
The core objective was to analyze rental demand patterns by exploring:
- Key variables influencing bike usage.
- The impact of these factors on customer behavior.
The analysis followed a structured approach:
- Data Collection & Setup
- Exploratory Data Analysis (EDA)
- Feature Engineering & Relationship Establishment
- Hypothesis Testing
- Insights & Recommendations
The study revealed crucial patterns in rental demand:
- Registered users demonstrate significantly higher rental frequency compared to casual riders.
- Casual customers predominantly rent on weekends, while registered users show a strong preference for weekdays, indicating distinct usage patterns.
- Rental activity experiences a substantial surge during the Fall season, marking it as a peak period.
- Clear weather and rising temperatures are positively correlated with increased rental demand.
- Fall records the highest rental volume, whereas Spring experiences the lowest demand.
- Occasional spike-demand days lead to significant rental surges.
- Holiday and non-holiday demand are remarkably similar, suggesting holidays have minimal impact on overall rental volume.
- The dataset was found to be clean, with no missing or duplicate entries, ensuring robust analysis.
Based on the insights, the following strategic recommendations are proposed:
- Optimize Targeting for Working Professionals: Leverage weekday demand by refining marketing outreach towards gig workers, office staff, and delivery agents through precise customer segmentation.
- Weather-Based Inventory Adjustments: Strategically scale bike availability during clear weather to meet elevated demand. Conversely, utilize the low-demand Spring season for maintenance and repairs.
- Expand Rental Zones for Casual Users: Establish new rental stations near high-traffic casual areas like malls, food plazas, and entertainment hubs to capitalize on weekend rental spikes and ensure sufficient bike availability.