The Opportunity
Food delivery on college campuses faces distinct operational challenges: dense building layouts, vehicle access restrictions, and high delivery volumes clustered around dormitories and campus landmarks.
In this GTM partnership project, we set out to answer a core product question:
"If Uber were to launch an online ordering product at UCLA, how should they go to market?"
The Solution & Delivery
We presented a comprehensive go-to-market strategy directly to a team of Uber PMs, directors, researchers, and stakeholders. Our proposed framework and deliverables included:
- User Research: Synthesized dining habits, peak periods, and delivery friction points from the student body.
- Competitive Analysis: Benchmarked existing campus delivery competitors and UCLA's internal food systems.
- Opportunity Identification: Documented logistical access zones and routing improvements.
- Wireframes & Mockups: Interactive concepts showing how Uber Eats could seamlessly integrate with UCLA's official campus card and university meal plans.