Uber: Applying Machine Learning to Improve the Customer Pickup Experience, Kellogg Case Assignment Questions: 1) What are the potential pain points of the pickup experience for the different customer personas? Use the persona information in the case and the narrative in Exhibit 5. 2) Discuss the steps involved in setting up a machine learning (ML) model for automating pickups at scale. Use the framework of the seven-step model in the case (Exhibit 7) to elaborate on how Uber should apply this framework to the ML model. (Hint: You can create a table and list the tasks under each step.