Why has Divvy (Draper)'s virtual card usage declined by 15% among small business customers over the past month?

Introduction

The recent 15% decline in Divvy's virtual card usage among small business customers is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications for our product strategy.

Step 1

Clarifying Questions (3 minutes)

• Given the sudden drop, I'm wondering about recent changes. Have there been any significant updates to the Divvy platform or virtual card system in the past 1-2 months?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a UI update or No, no major changes. Impact on approach: If yes, we'd focus on the update's impact; if no, we'd look at external factors.

• Considering the specificity of the decline, I'm curious about the data. Is the 15% decline consistent across all small business segments, or are certain industries or business sizes more affected?

Why it matters: Helps identify if the issue is universal or segment-specific. Expected answer: It's across the board or It's concentrated in specific segments. Impact on approach: Universal decline suggests a systemic issue, while segment-specific problems narrow our focus.

• Thinking about competitive pressures, has there been any significant movement from our competitors in the virtual card space recently?

Why it matters: Competitor actions could be drawing customers away. Expected answer: Yes, a major competitor launched a new feature or No, the competitive landscape is stable. Impact on approach: If yes, we'd analyze the competitive offering; if no, we'd focus more on internal factors.

• Considering potential technical issues, have there been any reported problems with card processing or integration with accounting systems in the past month?

Why it matters: Technical issues could directly impact usage. Expected answer: Yes, there have been some reported issues or No, systems have been stable. Impact on approach: If yes, we'd prioritize technical fixes; if no, we'd look more at user behavior and preferences.