What's causing the sudden 30% decrease in new user sign-ups on the Farfetch mobile app over the past week?

Introduction

The sudden 30% decrease in new user sign-ups on the Farfetch mobile app over the past week is a critical issue that demands immediate attention. This significant drop in a key performance indicator could have far-reaching implications for user acquisition, revenue, and overall business growth. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

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

Why it matters: Recent changes could directly impact user sign-ups. Expected answer: Yes, there was an update last week. Impact on approach: If yes, we'll focus on the changes made in that update.

• Considering user segments, I'm curious about the distribution of this decrease. Is the 30% drop consistent across all user segments and geographies?

Why it matters: Helps identify if the issue is global or specific to certain user groups. Expected answer: The drop is more pronounced in certain regions or demographics. Impact on approach: We'll dig deeper into affected segments and potential regional factors.

• Given the sudden nature of the decrease, I'm wondering about any changes in marketing efforts. Have there been any significant shifts in marketing campaigns or spend in the last month?

Why it matters: Changes in marketing could directly impact new user acquisition. Expected answer: No major changes in marketing efforts. Impact on approach: If no changes, we'll focus more on product and technical issues.

• Thinking about the competitive landscape, have there been any major moves from competitors recently, such as new feature launches or promotional campaigns?

Why it matters: Competitor actions could influence potential users' choices. Expected answer: A competitor launched a new feature last week. Impact on approach: We'll consider how this might have affected user preferences and our market position.