My framework for answering this product improvement question.

Clarifying Questions

Are we looking at one specific day or series of events / matches?  series of events.

Are we looking at improving the xperience for any specific user type ? upto you.

Are we looking at normal rides or shared rides from the home to venue and back? normal rides

Goal

Improve the experience for riders and drivers to increase the overall number of rides associated with the event.

User Types

Drivers

Riders

sports authorities

Event organizers

City Administration

We will look at only two sets of user types as mentioned in the question riders and drivers.

I will focus on these two sets of users since they are crucial to balance the supply and demand equation.

Painpoints

• The people attending the event need to reach the event on time. – medium
• The people attending may find an issue to get a cab due to increased demand of the event.- high 
• After the event, the venue exits may get overcrowded and it will become difficult for riders and drivers in such a chaos- high 
• Due to increased demand after the event, the riders may have to wait longer at the exits. – high
• They may also find difficult in locating the riders and vice versa. – high 
• The people attending the event have to get down at the right entry points to make sure they have to walk less or else they will have to walk longer. – medium 
• The people attending the event may want to find places to eat before and after the event.- low 

Solutions 

1. Designated pickup points at the exit at every gate – drivers will enter the ride sharing lanes and riders will share OTP and board the next available car. People will stand in queues to avoid crowding and make it easier for people with private vehicles or others to walk.  High impact low dev effort , operationally heavy

2. Cabbooking lane for users who do not have app installed – high impact low effort , operationally heavy

3. Alter the Demand – Supply matching and pricing to make cars available for people to reach the venue on time at the normal rates without surges. High impact high efforr operationally heavy

4. Integration with ticket booking apps to book or schedule a cab for the time of the event. – low impact high effort, operationally not heavy

5.Option to choose match and ticket details associated with event and book cab for the same time – automatically correct designation is selected with the right entry gate. Low impact medium effort

6.Scan the ticket to get promo offers for ticket holders while booking – get discounts , auto set destination , schedule/book cab – high impact medium effort , operationally heavy

Trade offs 

Changing Demand Supply algorithm and surge pricing mechanisms would mean lot of dev effort and research

Integration with other apps would mean revenue sharing – not sure if it is feasible economically

Adding ticket details would be a little too much for the riders so scanning would be a better option.

I would prioritize based on impact vs effort – 1 2 3 and 6.

Metrics

Number of rides completed per event 

Average rider wait time on the day of the event 

Average rider wait time in queue 

Number of ticket scans 

User growth 

1. Describe the Product

   Uber is a ride sharing service. Users can use mobile/desktop apps to get pricing and timing information of services that they need. Once the request is placed, the ride arrives at the pre-agreed place and pick up with the estimated ride price as a part of the deal.
   There are 3 main parties in an Uber ride – the rider, driver and the company Uber.

2. Clarify the Scope

   What do you mean by improving Uber for football event ?
   In what ways do you want to enhance the experience of ride for the RIDERs ? i.e Price, convenience with prearranged with ticket purchase, time of commute.
   >>> YES
   How about improvements for the benefit of the driver or the UBER company? You can consider them as well.
   There are other parties here, including the city itself, sports handlers, ticket masters, etc.. I am going to have them in mind as well.

3. Negotiate a smaller scope

   As part of this discussion, I will detail the RIDER (the party going to the game) –> OK

4. Choose the Goal

   The goal is to provide a better experience for an Uber for personal/family rides to a football event .

5. List User Groups

   1) Family of 4 or so.
   Family is defined as a single pickup, and all of the members staying in one place.
   2) Individuals (friends )
   Group of people, either a single or multiple places to be picked up.
   3) Single rider.

6. Select particular Group/s.

   I will select the individuals (friends) user group for further details. This will be most complex of all three for logistics.

7. List User Needs

   1) Want to do the least work for the arrangement for travel back and forth.
   2) Want to arrive a given time, timely. (It is a complex problem and needs a number of sub tasks)
   3) Logistics of getting people together to the event and after the event.
   4) A good price.

8. Call out user pain points specifically if you can

   1) Today, there is no package to buy along with ticket,so all of the arrangements need to be done manually.
   2) In order to arrive on time, they have understand the traffic, weather, get pickup info from friends.
   3) If all of them are place in a same area, getting them together at a location and being picked up by UBER.
   4) Then traffic again.

9. Prioritize the user needs/painpoints

   Order of Priority (IMPACT, COST of Implementation)
   2) H, M
   3) H, M similar to #2 but a different scenario
   4) H, H –> This can be part of #2 problem also.
   1) H, C –>> arrange uber option at the time of purchasing tickets.

10. List Product Ideas

    1) Work with Ticket Master to add UBER ride option at the time of ticket purchase and have option to add addresses at the time or later.
    2) Add synchronization of each person of the party as part of UBER application. This is for both before the event and after the event.
    3) Change the driver assignment from fixed to Assigned to first in queue at the stadium. What I mean is, just like taxi, UBER can line up at the stadium. They will pick up the first group who is ready to board, instead of people waiting for UBER to be driven in. (Simplifying it for this discussion I understand there are some intricacies)
    4) Work with city and stadium to get UBER stand and work with city for special lane for UBER out & to stadium at some cost.

11. Prioritize a solution(s)

    Priority of features will be as following order (IMPACT, Effort)
    #2 — A solution, which can synchronize. H, M
    #3 — H, L
    # 1 – H, L
    # 4 – H, H

12. Describe the Selected Solution

    This new solution can co-ordinate with the party of the rider when all parties are ready immediately dispatch the car. At all times, the application works in background factors from arrival time considering traffic, weather etc. Given the solution feeding riders from the queue of waiting car, one can leave as soon as its member are all there.
    As a stretch goal, UBER should try to work with the city for getting priority lane/traffic assignments to manage time. (For a fee with city)

13. Define the success matrix

    # Number of Uber rides signed.
    # Survey results of Uber experience on service i.e Time saving, rider experience.
    # Revenue increase pre-product and post product of this release

14. Summarize your answer

    UBER is providing a solution which takes care of all aspects of ride including getting people together, saves time and also provide revenue to city in some cases. Now the people going to football event have less things to worry.