How can BT Group address the declining usage rates of its BT Mobile app, which have fallen by 25% in the last six months?

Introduction

The BT Mobile app's 25% usage decline over six months is a critical issue for BT Group. This analysis will systematically identify, validate, and address the root cause, considering both immediate and long-term implications for the product and company.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this decline been consistent across all six months, or are there any noticeable patterns?

Why it matters: Seasonal trends could explain part of the decline and inform our solution approach. Expected answer: The decline has been relatively consistent, with a slight acceleration in the last two months. Impact on approach: If seasonal, we'd focus on year-over-year comparisons and cyclical strategies.

• Considering user segments, I'm wondering if this decline is uniform across all user groups. Have you noticed any particular demographic or user type more affected than others?

Why it matters: Identifying specific affected groups could point to targeted issues or changes in user needs. Expected answer: The decline is more pronounced among users aged 18-34. Impact on approach: We'd focus on understanding the needs and preferences of younger users.

• Given the significant drop, I'm curious about any recent app updates or changes. Have there been any major feature releases, UI changes, or backend updates in the last 6-8 months?

Why it matters: Recent changes could directly correlate with the usage decline. Expected answer: A major UI overhaul was implemented about seven months ago. Impact on approach: We'd investigate the impact of the UI changes on user experience and engagement.

• Thinking about external factors, has there been any shift in BT's marketing strategy or competitive landscape during this period?

Why it matters: Changes in marketing or increased competition could affect app usage. Expected answer: A new competitor entered the market with an aggressive marketing campaign. Impact on approach: We'd analyze our value proposition and marketing effectiveness in light of new competition.