Cyclistic

By: Forest Eyster

Last Updated:  3/23/2024

Introduction

Cyclistic is a bike-share company in Chicago that has flexible pricing plans.  Customers who purchased single-ride or full-day passes are referred to as casual riders. Customers who purchased an annual membership are Cyclistic members. The finance analysts team discovered that annual members are more profitable than casual riders. The company is looking to maximize the number of annual memberships. How do we convert casual riders into annual members? How do Cyclistic members and casual riders use Cyclistic bikes differently? 

Business Task - How do we convert casual riders into annual members?

Data

This data was given to me by Bikeshare with a non-exclusive, royalty-free, limited, perpetual license to access and use the data for any lawful purpose. The city of Chicago owns the data's rights, title, and interest. If you want to view the license agreement and data, click the hyperlinks below. 

Data License Agreement Hyperlink - https://divvybikes.com/data-license-agreement

Data Hyperlink - https://divvy-tripdata.s3.amazonaws.com/index.html

To clean my data, I will be using Excel. To analyze the data, I will be using R Studio. To make powerful visualizations, I will be using Tableau. 

I selected the year 2021-divvy-trip data. The data is separated by months. Individual I loaded the data into Excel and started to clean the data. After the data is clean, I will export my data as CSV files and move to R studio. 

First and foremost, I need to load any packages. I will be using them to work with my data.

Once the environment is set up it's time to read in the data and merge it into one data frame to make analyzing simpler.

Once everything is loaded, I can see that some columns changed formats in R studio. I need to reformat those columns before moving forward. I also wanted to organize the data for me. This is to help me read and understand the data quickly. 

The Analysis

When completing my analysis, I used some simple aggregates to compare the columns of my dataset. This gave me some quick differences between casual riders and members.  

We can see on average casual riders are riding on longer trips. However, this data is mundane. Time to visualize the data, but first, we need to export the dataset and load it into Tableau. 

First, I wanted to look at the average amount of users daily. We can see that the casual riders are using the bikes on the weekend more than the members. However, the members are using the bikes on an average day to day. 

Next, I looked into the average ride time. We can see a massive difference between casual and member riders. Casual riders on average are going for longer rides than the members. 

The last analysis for Cyclistic was the difference between the types of bikes casual and member riders are using.  In the previous analysis, we can see there are more member riders than casual riders. There is only one variable where casual riders are different from the members. Some casual riders use the docked bikes, while the member riders do not. 

Conclusions

Cyclistic is a bike-sharing company that wants the best for its riders. They are looking for a mutually beneficial relationship between them and their riders. Cyclistic wants more casual riders to become members and the casual riders to feel like they are benefiting from switching to a membership. How do we convert casual riders into annual members? Here are my top three recommendations.

  • In the first analysis, we could see an increase in casual riders on the weekend. Therefore, casual riders who become Cyclistic members get discounts for using Cyclistic bikes on the weekend.

  • The second analysis showed casual riders went for a longer average ride than annual members. To entice casual riders to become members, the longer a Cyclistic member rides per mile will decrease the cost of the single ride session.

  • For my third analysis,  some casual riders prefer docked bikes. To persuade some casual riders to become members of Cyclistic Bike Share the marketing team could use promotions on docked bikes. 

Thank You for reading my case study and for your time.