Why has MobiKwik's UPI payment feature seen a 15% drop in daily active users over the past month?

Introduction

MobiKwik's 15% drop in daily active users for their UPI payment feature over the past month is a concerning trend 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 fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this 15% drop been compared to the same period last year?

Why it matters: Seasonal patterns could explain the drop and influence our solution approach. Expected answer: No significant seasonal pattern observed in previous years. Impact on approach: If seasonal, we'd focus on strategies to mitigate annual fluctuations.

• Considering user segments, I'm curious if this drop is uniform across all user groups. Have we seen any particular demographic or user type more affected?

Why it matters: Identifying specific affected groups could point to targeted issues or changes. Expected answer: The drop is more pronounced among younger users (18-25 age group). Impact on approach: We'd investigate factors specifically affecting this demographic.

• Given the competitive landscape, I'm wondering if there have been any major launches or promotions by competitors recently. Have we observed any significant market shifts?

Why it matters: External competitive factors could be drawing users away from MobiKwik. Expected answer: A major competitor launched a cashback campaign two weeks ago. Impact on approach: We'd need to consider both internal improvements and competitive response strategies.

• Thinking about recent changes, have there been any updates to the UPI feature or related systems in the past 1-2 months?

Why it matters: Recent changes could have introduced bugs or usability issues. Expected answer: A minor UI update was rolled out three weeks ago. Impact on approach: We'd focus on analyzing the impact of this update on user behavior.