Why has the number of completed GoFood orders on Gojek dropped by 15% in the past week?

Introduction

The recent 15% drop in completed GoFood orders on Gojek over the past week is a significant issue that requires immediate attention and a thorough root cause analysis. As we delve into this problem, we'll systematically examine various factors that could contribute to this decline, considering both internal and external influences on our food delivery service.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal effect. Has there been any notable change in weather patterns or local events in the past week?

Why it matters: Seasonal factors can significantly impact food delivery demand. Expected answer: No major weather changes or events. Impact on approach: If confirmed, we'll focus more on internal factors.

• Considering user segments, I'm curious about the distribution of the decline. Is the 15% drop uniform across all user types, or is it more pronounced in specific segments?

Why it matters: Helps identify if the issue is widespread or segment-specific. Expected answer: The decline is more significant among occasional users. Impact on approach: We'd prioritize investigating factors affecting casual users.

• Regarding recent changes, have there been any updates to the GoFood app or backend systems in the days leading up to this decline?

Why it matters: Recent changes could directly correlate with the order drop. Expected answer: A minor UI update was rolled out three days ago. Impact on approach: We'd closely examine the impact of this update on user behavior.

• Thinking about competitive landscape, has there been any significant promotion or campaign launched by our competitors recently?

Why it matters: Competitor actions could be drawing users away from GoFood. Expected answer: A major competitor started a week-long discount campaign. Impact on approach: We'd consider both our response to competition and internal improvements.