UBER: STALE SIGN UP

CONTEXT: Uber had a large cohort of users who had signed up but remained inactive for over six months, representing untapped potential with no realised value.

OBJECTIVE: Re-engage stale sign-ups, drive first-trip conversion, and encourage early repeat behaviour to establish habitual use.

APPROACH: Developed a targeted reactivation flow combining a tiered incentive structure—80% off the first trip, followed by 50% off the next two—to reduce friction to entry while encouraging early continued usage. Messaging was kept simple and action-oriented, supported by lifecycle touchpoints designed to prompt initial conversion and reinforce repeat behaviour shortly after.

IMPACT: Successfully re-engaged a previously inactive user base, driving strong first-trip conversion with high promotional efficiency. The flow has since scaled into an always-on automation, continuing to drive reactivation and support early repeat behaviour.

INSIGHT: Reactivation requires both a strong initial trigger and a clear path to repeat behaviour. Pairing a compelling first-use incentive with follow-up offers is effective in converting dormant users into active ones.