Why has the average session duration for new users in the BIGO Live app declined from 20 minutes to 12 minutes this month?

Introduction

The decline in average session duration for new users in the BIGO Live app from 20 minutes to 12 minutes this month is a critical issue that demands immediate attention. This significant drop in engagement could have far-reaching consequences for user retention, monetization, and overall app performance. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update or feature change. Has there been any significant update to the BIGO Live app in the past month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a major UI overhaul. Impact on approach: If confirmed, we'd focus on UI/UX issues in our analysis.

• Considering user segments, I'm curious about the definition of "new users." Are we talking about users who downloaded the app this month, or is there a specific timeframe for considering a user "new"?

Why it matters: Different definitions could lead to different root causes. Expected answer: New users are those who signed up within the last 30 days. Impact on approach: This would help us narrow down our analysis to recent cohorts.

• Given the specificity of the decline, I'm wondering about our data accuracy. Has there been any change in how we measure or calculate session duration?

Why it matters: Ensures we're not chasing a data anomaly instead of a real problem. Expected answer: No changes in measurement methodology. Impact on approach: If confirmed, we can focus on actual user behavior changes.

• Thinking about external factors, have there been any significant changes in our marketing strategies or user acquisition channels this month?

Why it matters: Different user sources could lead to different engagement patterns. Expected answer: We've increased our TikTok advertising spend. Impact on approach: This might lead us to investigate the quality of users from new acquisition channels.