Objective

To identify trends and patterns in how casual riders and annual members use Cyclistic bikes and provide actionable recommendations to enhance user engagement and conversion rates.

Tools & Skills Used

• Tools: Power BI, Microsoft Excel, SQL, R, Python

• Skills: Data Cleaning, Data Transformation, Data Visualization, Trend Analysis, Analytical Storytelling

Key Insights

1. Average Ride Length

• Casual Riders: Take significantly longer rides (average ~19 minutes).

• Annual Members: Ride for shorter, more consistent durations (~11 minutes).

• Implication: Casual riders are likely leisure users, while annual members use bikes for practical or commuting purposes.

2. Ride Length by Day of the Week

• Casual riders' ride lengths peak on weekends, suggesting recreational use.

• Annual members maintain steady ride lengths throughout the week, indicating consistent usage for daily activities like commuting.

3. Number of Rides by Day of the Week

• Casual riders show a surge in rides on weekends, while weekday usage is lower.

• Annual members exhibit consistent riding patterns across all days.

4. Total Ride Length (Minutes)

• Casual riders account for 40% of the total ride time, while annual members contribute 60%, despite casual riders taking longer individual rides. This highlights annual members’ frequent usage.

General Observations

• Casual Riders: Primarily use bikes for leisure or recreational purposes, with longer ride durations and higher activity on weekends.

• Annual Members: Demonstrate consistent usage patterns, suggesting practical and commuting purposes.

Recommendations

1. Promotional Offers:

   • Introduce weekend passes or loyalty discounts to encourage casual riders to try weekday riding.

   • Offer discounted annual memberships targeted at casual riders with high weekend usage.

2. Targeted Marketing:

   • Develop campaigns emphasizing the benefits of membership, such as cost savings and unlimited rides.

   • Highlight the convenience of commuting with Cyclistic bikes in urban areas.

3. Enhanced Member Perks:

   • Provide exclusive benefits for annual members, such as early access to new features or reserved bike slots.

4. Weekend Engagement:

   • Organize weekend events or leisure-themed rides to strengthen connections with casual riders.

Conclusion

The Cyclistic Bike Share analysis revealed clear differences in how casual riders and annual members engage with the service. These insights can guide strategic decisions to increase annual memberships while enhancing the experience for all riders.

Next Steps

• Expand the analysis to include seasonal trends.

• Investigate demographic data for more targeted marketing strategies.

• Assess operational improvements for bike availability and placement.