Designing & Launching a Ridesharing App for Kids

Product Design

The Challenge


Scoopt gives people access to a wide variety of transportation services from one app, including: bikes, scooters, luxury cars, large vehicles, and shared rides.


Up until now these services have only been available to those 18 and older. Children and teens under 18 have not been able to use the app.


Lyft is finally ready to create a product for this part of the U18 market.


Define the end-to-end product experience and integrated marketing campaign.


It is H1 2021, I”m the lead PMM on the Kids team

I am working with a XFN team of: PM, PMM, UXR, DES, DS, Partnerships, Creative, Sales, etc.

This is a new org level priority that has eng support, marketing budget, and enough runway to build this out in phases.

We are developing north star hypothesis for what this product can and should be. Must be validated by qual and quant.

Legal team to secure all the necessary permits and insurance on a regional level

XFN team to align on prioritization at each step

We are building for a post-covid launch

The Framework Created to Address the Problem.

User Research
User Segments
People Problems
Market Dynamics
User Research
Pre-Launch Coordination
Measurement Plan
Risks and Mitigation
Positioning Framework
User Journey
Product Solutions
User Research
Strategy and Tactics

The Problem Is

It’s against policy to give rides to unaccompanied minors, although research shows minors still use the services alone bc public transportation isn’t always available.
For some parents, keeping up with work and student activities requires an extra set of wheels.
With increasing demands on working couples, a growing number need to transport their kids so they can keep up in a culture that thrives on extracurricular activities and extra hours at work.

The Key User Segments

The purse and primary decision maker
The passenger that with unique safety needs that requires extra care
The trusted caregivers transporting kids from A to B


Schedule a Ride

Ride Booking

Parent Live Video


Post Templates for Social Media

Story Templates for Social Media

Illustration Styles

One Pagers for Education, Partnerships, Sales

Pitch Deck

Parting Thoughts

Knac was one of the most established startups we’ve helped and a pleasure to work with. We met the founders several years ago when they spoke at a conference we attended. It’s been inspiring to see their continued progress. From landing partnerships with some of the country’s biggest brands and they’ve even joined the Google Black Founders Fund. It was an honor helping them bring their vision to life and usher in a new era of growth for the company.

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