Introduction
The recent 30% decrease in GUESS's accessory purchases through their mobile app over the last month is a significant concern 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 the business.
This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.
Step 1
Clarifying Questions (3 minutes)
Why it matters: App changes could directly impact user experience and purchasing behavior. Expected answer: Yes, a major UI overhaul was implemented 6 weeks ago. Impact on approach: If confirmed, we'd focus on UI/UX issues in our analysis.
Why it matters: Helps distinguish between normal fluctuations and actual problems. Expected answer: This decrease is abnormal; last year saw a 5% increase during this period. Impact on approach: If confirmed, we'd rule out seasonal factors and focus on recent changes.
Why it matters: Identifies whether the problem is systemic or category-specific. Expected answer: The decrease is more pronounced in jewelry and watches, less so in bags. Impact on approach: If confirmed, we'd investigate factors specific to the most affected categories.
Why it matters: Helps identify if the issue affects all users or specific segments. Expected answer: The decrease is more significant among younger users (18-25). Impact on approach: If confirmed, we'd focus on factors that might specifically impact younger users.
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