What caused the sudden 30% decrease in MakeMyTrip's mobile app downloads last week compared to the previous 4-week average?

Introduction

The sudden 30% decrease in MakeMyTrip's mobile app downloads last week compared to the previous 4-week average is a critical issue that demands immediate attention. This significant drop in a key performance indicator could have far-reaching implications for user acquisition, revenue, and overall business growth. 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 app in the last week or two?

Why it matters: Recent updates can introduce bugs or UI changes that deter users. Expected answer: Yes, there was an update two weeks ago. Impact on approach: If confirmed, we'd focus on analyzing the update's impact.

• Considering user segments, I'm curious about the distribution of the decrease. Is the 30% drop uniform across all user segments or concentrated in specific groups?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The drop is more pronounced in the 18-25 age group. Impact on approach: We'd investigate factors specifically affecting younger users.

• Given the competitive landscape, have there been any major marketing campaigns or promotions from competitors recently?

Why it matters: External factors could be drawing potential users away. Expected answer: A competitor launched a significant campaign last week. Impact on approach: We'd analyze our marketing strategy and competitive positioning.

• Thinking about technical issues, have there been any reported problems with app store listings or download processes?

Why it matters: Technical glitches can directly impact download numbers. Expected answer: No reported issues with app stores. Impact on approach: We'd shift focus to internal factors if no external issues are found.

• Considering seasonal trends, is this time of year typically stable for app downloads, or do we usually see fluctuations?

Why it matters: Helps distinguish between normal seasonal variations and unusual drops. Expected answer: Downloads are typically stable this time of year. Impact on approach: We'd focus on recent changes rather than seasonal factors.