What caused the sudden 50% decrease in Just Eat's app downloads last month?

Introduction

The sudden 50% decrease in Just Eat's app downloads last month is a critical issue that demands immediate attention and thorough analysis. As we delve into this problem, we'll employ a systematic approach to identify, validate, and address the root cause while considering both short-term and long-term implications for the business.

Our analysis will follow a structured framework, beginning with clarifying questions to establish context, followed by a comprehensive examination of potential causes, data analysis, hypothesis formation, and ultimately, a strategic plan for resolution and future prevention.

Step 1

Clarifying Questions (3 minutes)

• I'm noticing the significant drop in app downloads. Would you say this decrease is consistent across all user segments and geographical regions?

Why it matters: Understanding the scope helps focus our investigation. Expected answer: The decrease varies across segments. Impact on approach: We'd prioritize analyzing the most affected segments.

• Considering the timing, I'm wondering about any recent app updates or changes. Have there been any significant feature releases or UI changes in the past 1-2 months?

Why it matters: Recent changes could directly impact user acquisition. Expected answer: A major UI overhaul was released last month. Impact on approach: We'd focus on user feedback and usability issues related to the update.

• Looking at the competitive landscape, have there been any notable moves from competitors or new entrants in the food delivery market recently?

Why it matters: External factors could be drawing potential users away. Expected answer: A new competitor launched with aggressive promotions. Impact on approach: We'd analyze our value proposition and marketing strategy.

• I'm curious about our marketing efforts. Has there been any significant change in our user acquisition strategy or budget allocation in the past month?

Why it matters: Changes in marketing could directly affect download numbers. Expected answer: Marketing budget was reduced by 30% last month. Impact on approach: We'd examine the impact of reduced marketing spend on app visibility and user acquisition.