Why has the average time spent on Credit Karma's Credit Score page decreased by 20% since the latest app update?

Introduction

The recent 20% decrease in average time spent on Credit Karma's Credit Score page following the latest app update is a concerning trend that requires immediate attention. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose a strategic plan to address the issue while considering both short-term fixes and long-term implications for the product.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this might be related to the app update. Can you confirm when exactly the update was released and if the decrease in time spent started immediately after?

Why it matters: Establishes a clear timeline for the issue. Expected answer: The update was released on [specific date] and the decrease was observed shortly after. Impact on approach: If confirmed, focuses investigation on changes introduced in the update.

• I'm curious about the user segments affected. Has this decrease been consistent across all user types, or are certain segments more impacted?

Why it matters: Helps identify if the issue is universal or specific to certain user groups. Expected answer: The decrease is more pronounced among [specific user segment]. Impact on approach: Tailors the investigation to focus on the most affected user groups.

• Considering the nature of the Credit Score page, I'm wondering if there have been any changes to the content or layout of this page in the recent update?

Why it matters: Directly relates to potential causes within the product itself. Expected answer: Yes, we [made specific changes] to the Credit Score page layout. Impact on approach: Guides the investigation towards specific product changes if confirmed.

• Given that we're looking at time spent, I'm interested in knowing if there have been any changes to how this metric is calculated or tracked since the update?

Why it matters: Ensures we're comparing apples to apples in our data analysis. Expected answer: No changes to the metric calculation have been made. Impact on approach: If changes were made, it would shift focus to data consistency issues.

• Considering external factors, have there been any significant changes in the credit reporting industry or competitor offerings that might influence user behavior?

Why it matters: Helps rule out or consider external influences on user behavior. Expected answer: No major industry changes, but [competitor] recently launched a new feature. Impact on approach: Broadens the scope of investigation to include competitive analysis if relevant.