How can BCE address the declining usage rates of its MyBell mobile app, which has seen a 20% decrease in daily active users since the latest update?

Introduction

The MyBell mobile app's 20% decrease in daily active users since the latest update is a critical issue for BCE. This analysis will systematically identify, validate, and address the root cause while considering both immediate and long-term implications for the product and company.

I'll approach this by first clarifying the context, then ruling out external factors before diving deep into product understanding, metric breakdown, and hypothesis formation. We'll then conduct a thorough root cause analysis, propose validation methods, and outline a comprehensive resolution plan.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the update might have introduced usability issues. Has there been a significant increase in user complaints or support tickets since the update?

Why it matters: This could indicate whether the update directly caused user dissatisfaction. Expected answer: Yes, there's been a 30% increase in support tickets. Impact on approach: If true, we'd focus on identifying and fixing specific usability issues introduced in the update.

• Considering user segments, I'm curious about the impact across different user groups. Has the decrease in daily active users been uniform across all user segments, or are certain groups more affected?

Why it matters: This helps us understand if the issue is widespread or specific to certain user types. Expected answer: The decrease is more pronounced among users aged 45+. Impact on approach: If true, we'd tailor our solutions to address the needs of this specific demographic.

• Thinking about the app's functionality, I'm wondering if all features are equally affected. Are there specific features or sections of the app that have seen a more significant drop in usage?

Why it matters: This could point to specific areas of the app that need immediate attention. Expected answer: The bill payment feature has seen a 40% drop in usage. Impact on approach: If true, we'd prioritize investigating and improving the bill payment feature.

• Considering potential technical issues, I'm curious about app performance. Have there been any significant changes in app crash rates or load times since the update?

Why it matters: Technical issues could be driving users away from the app. Expected answer: Crash rates have increased by 15%, but load times remain stable. Impact on approach: If true, we'd focus on identifying and fixing the root causes of the increased crash rates.