In this case study, I was asked to look into the differences between annual members and casual users. The fictitious company "Cyclistic" (using real data from a Chicago bike-share program, Divvy) believes that getting more users to become members is the key to future growth and was asking what I believe they should do in order to switch casual users to annual ones.
Being from the Chicago suburbs myself, I had an inkling on why some users might not be interested in an annual membership: winter. From October until March, the weather is cold, windy, and often snowy. That means that nearly half of the year, the service is unappealing to most potential users.
Given that "make winter less terrible" was probably not the kind of advice Cyclistic was looking for, I decided to look into more of what kind of people the users were. Where were they biking to, at what times, and how casual users differed from members.