Customer Centricity Case Study: Uber

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 Key Definitions

Before you proceed with the assignment, let us briefly revise what is meant by human truth, tension, insight and brand
point of view:

Human Truth: Refers to the desires / motivations one has towards life in-general. Human
Truth is mostly category/brand agnostic.

Tension: Refers to the roadblock or barrier that makes it challenging to realize the Human
Truth. Tension is more driven from certain societal reality and it’s not something one can
control.

Insight: Refers to a deep understanding of what someone or something is like. Compelling

insights are born on the basis of friction caused between tension & human truth.

Brand Point of View: Refers to how brands use insights as the fuel for ideation but
rephrase them to bring about actionable iterations to their product/service.
 Consumer Persona 1: Preeti Shukla

Human Truth (Word Limit - 25 to 100 words):

Preeti needs a mode of transport for her daily travels, but wishes to avoid public transports due to
pollution and other disasters. She believes that using public transport may not put a good impression
on her business clients.

Tension (Word Limit - 25 to 100 words):

The tension that Preeti might feel can be the feeling of using taxi for an all-day trip around the city
would be an expensive affair. This can create a roadblock for Preeti to start using Uber.

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 Consumer Persona 1: Preeti Shukla

Insight (Word Limit - 25 to 100 words):

Preeti needs a taxi/cab for all her business meetings in-order to present herself in a positive manner
during business meetings. The only blockade is the high price points with multiple pick-up and drop-
off points around the city. Considering the requirement and blockade, Uber can provide a workable
price point which can offer Preeti a considerable travel charges and also put a good impression on
her clients.

Brand POV (Word Limit - 25 to 100 words):

Uber can offer custom rental options to her frequent area of travel. With the use of rental or travel
pass, Preeti can utilize the entire cab for all her business meetings. Along with a travel pass, as a
customer she can present a loyalty to the brand and get additional discount for being a loyal
customer for Uber.

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 Consumer Persona 2: Aditi Mehta

Human Truth (Word Limit - 25 to 100 words):

Aditi is worried about her grandparents when they use public transport. Might considering their age,
she might worried about the kind of hassle in the public transport, the pollution in the city etc. She is
looking for some transport service that can be safe and can be of less hassle.

Tension (Word Limit - 25 to 100 words):

Grandparent don’t want to depend on anyone to do their chores, they consider themselves
completely capable of handling their day-to-day activities.

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 Consumer Persona 2: Aditi Mehta

Insight (Word Limit - 25 to 100 words):

There are 2 ways how Aditi can ensure safe travel for her Grandparents.
1. She can book a cab for them and share the driver details. This way she can track their location
on the app.
2. She can teach her grandparents how Uber works. So, they can comfortably and Independently
book their required cab to travel within the city. If required they can also share their trip details to
their loved ones.

Brand POV (Word Limit - 25 to 100 words):

Uber can introduce a new feature for booking a cab for friends and family. So they can also use the
same for booking a ride for others. Additionaly, Mr. & Mrs Iyer, might not have accustomed to use a
smart phone application, so showing the details in regional language or if the customers can use the
app with their preferred language. It can be helpful for them to use the application to book ride
easily.
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 Thank You!

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