What caused the sudden 30% decrease in new user sign-ups on Delivery Hero's mobile app last week?

Introduction

The sudden 30% decrease in new user sign-ups on Delivery Hero's mobile app last week is a critical issue that demands immediate attention. This significant drop in a key performance indicator could have far-reaching implications for the company's growth and market position. 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 specific event or change that triggered this. Has there been any recent app update or marketing campaign change?

Why it matters: Identifying recent changes can quickly narrow down potential causes. Expected answer: A recent app update was released two days before the drop. Impact on approach: If confirmed, we'd focus on technical issues related to the update.

• Considering user segments, I'm wondering if this affects all user types equally. Are we seeing the decrease across all demographics and regions?

Why it matters: Helps determine if it's a global issue or specific to certain user groups. Expected answer: The decrease is more pronounced in urban areas and among younger users. Impact on approach: We'd investigate factors specific to these segments, like UI changes or competitor actions.

• Given the magnitude of the drop, I'm curious about any changes in marketing spend or channels. Have there been any significant alterations in our acquisition strategy?

Why it matters: Marketing changes could directly impact new user sign-ups. Expected answer: Marketing spend and channels have remained consistent. Impact on approach: We'd shift focus away from marketing-related causes if confirmed.

• Considering potential technical issues, I'm wondering about the app's performance. Have there been any reported increases in app crashes or loading times?

Why it matters: Technical problems could deter new users from completing sign-up. Expected answer: There's been a slight increase in reported app crashes. Impact on approach: We'd prioritize investigating technical stability and performance issues.