What factors are contributing to the declining user engagement with GoPro's Quik mobile app in the last 30 days?

Introduction

The declining user engagement with GoPro's Quik mobile app over the past 30 days is a critical issue that requires immediate attention. 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 to the Quik app in the last 30-45 days?

Why it matters: Recent changes could directly impact user engagement. Expected answer: Yes, there was an update. Impact on approach: If yes, we'd focus on changes in that update; if no, we'd look at external factors or gradual trends.

• Considering user segments, I'm curious about the engagement patterns. Are we seeing a uniform decline across all user segments, or is it more pronounced in specific groups?

Why it matters: This helps identify if the issue is universal or segment-specific. Expected answer: The decline is more significant in casual users. Impact on approach: If segment-specific, we'd tailor solutions to those users; if uniform, we'd look at broader app issues.

• Thinking about the engagement metric, I'm wondering about its components. Can you clarify how we're defining and measuring user engagement for the Quik app?

Why it matters: Ensures we're addressing the correct metric and not missing any crucial aspects. Expected answer: Engagement is measured by daily active users, session length, and feature usage. Impact on approach: Different components might require different strategies to address.

• Considering external factors, I'm curious about any changes in GoPro hardware or marketing. Have there been any recent GoPro camera releases or major marketing campaigns in the last 30-60 days?

Why it matters: New hardware or campaigns could influence app usage patterns. Expected answer: No significant hardware releases, but a new marketing campaign launched 45 days ago. Impact on approach: If yes, we'd examine the campaign's impact on app expectations and usage.