What caused the sudden 30% decrease in new user sign-ups on Just Eat Takeaway's mobile app last week?

Introduction

The sudden 30% decrease in new user sign-ups on Just Eat Takeaway's mobile app last week is a critical issue that demands immediate attention. This significant drop in a key performance indicator could have far-reaching implications for the company's growth and market position. 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 specific event or change that triggered this. Has there been any recent app update or marketing campaign launch?

Why it matters: Pinpointing a specific trigger could fast-track our root cause analysis. Expected answer: Yes, we rolled out a new UI last week. Impact on approach: If confirmed, we'd focus on UI/UX issues and user feedback.

• Considering user segments, I'm curious if this decrease is uniform across all user types. Are we seeing any differences in sign-up rates between, say, iOS and Android users?

Why it matters: Segmentation could reveal platform-specific issues or user preferences. Expected answer: The decrease is more pronounced on iOS devices. Impact on approach: We'd prioritize investigating iOS-specific factors if this is the case.

• Given the magnitude of the decrease, I'm wondering about data integrity. Have we confirmed that our tracking systems are functioning correctly and that the definition of "new user sign-ups" hasn't changed?

Why it matters: Ensures we're not chasing a phantom problem due to data discrepancies. Expected answer: Yes, our data integrity has been verified. Impact on approach: If not verified, we'd need to audit our data collection and reporting systems first.

• Thinking about external factors, has there been any significant competitor activity or market changes in the past week?

Why it matters: External forces could be drawing potential users away from our app. Expected answer: No major competitor moves, but there's been some negative press about food delivery services in general. Impact on approach: If confirmed, we'd need to consider reputation management and user trust issues.