Strategy question
How can you increase the basket value for Uber Eats orders?
- Uber
- Strategy
- Medium
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What this question tests
Growth strategy for a specific, well defined metric, average order value, with concrete, testable levers.
How to approach it
- State the goal clearly, increase average order value without hurting order frequency or customer satisfaction.
- Propose merchandising levers, personalized item recommendations and combo deals shown at the cart stage.
- Propose incentive levers, free delivery above a spend threshold, nudging users just under it to add another item.
- Propose menu level levers, encouraging restaurants to offer add ons and larger portion options that are easy to add with one tap.
- Define the test plan, A B test each lever separately, measuring basket value lift against any drop in order completion rate.
What a strong answer includes
- Names a specific, proven mechanism, a free delivery threshold nudge shown when a cart is just below the cutoff, with a concrete example.
- Proposes a second lever, personalized cart page recommendations based on past orders, distinct from a generic upsell statement.
- Includes the guardrail check, ensuring nudges do not increase cart abandonment, measured via checkout completion rate alongside basket value.
Common mistakes
- Proposing tactics with no guardrail against hurting order completion or satisfaction.
- Listing ideas with no test plan to know which actually works.
- Ignoring the restaurant side, which controls a lot of the achievable basket value through menu design.
Likely follow-up questions
- How would you avoid the free delivery threshold feeling manipulative to users?
- Which lever would you test first and why?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 14: Get the job: the AI PM interview loop