What caused the sudden 30% decrease in new event creator signups on Eventbrite's mobile app last week?

Introduction

The sudden 30% decrease in new event creator signups on Eventbrite'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 Eventbrite's growth and revenue. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies to address the issue.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent app update. Has there been any significant changes or updates to the mobile app in the past two weeks?

Why it matters: Recent changes could directly impact user experience and signup flow. Expected answer: Yes, there was an update released 10 days ago. Impact on approach: If confirmed, we'd focus on changes introduced in the update.

• Considering user segments, I'm curious about the distribution of this decrease. Is the 30% drop consistent across all user segments and regions, or is it more pronounced in specific areas?

Why it matters: Helps identify if the issue is global or localized to certain user groups. Expected answer: The decrease is more significant in North America and Europe. Impact on approach: We'd prioritize investigating factors specific to these regions.

• Given the nature of events, I'm wondering about seasonality. How does this 30% decrease compare to the same period in previous years?

Why it matters: Helps distinguish between normal seasonal fluctuations and actual problems. Expected answer: This decrease is unusual compared to previous years. Impact on approach: We'd focus on recent changes rather than cyclical patterns.

• Thinking about the signup process, has there been any change in the definition or tracking of "new event creator signups" in the past month?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in definition or tracking methods. Impact on approach: We'd rule out measurement issues and focus on actual user behavior changes.