Introduction
Newegg's mobile app experiencing a 20% increase in cart abandonment rates since the latest update is a critical issue that demands immediate attention. This problem directly impacts revenue and user satisfaction, potentially signaling deeper issues within the app's functionality or user experience. I'll approach this analysis systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term solutions.
Framework overview
This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.
Step 1
Clarifying Questions (3 minutes)
Why it matters: Establishes a clear timeline to correlate the update with the issue. Expected answer: The update was released 2 weeks ago, and the increase was noticed within 3-4 days. Impact on approach: A quick onset suggests a direct link to the update, narrowing our focus.
Why it matters: Helps identify if the issue is universal or specific to certain user groups. Expected answer: The increase is more pronounced among mobile app users, particularly on iOS devices. Impact on approach: Would focus our investigation on iOS-specific issues or changes in the latest update.
Why it matters: Ensures we're comparing apples to apples and not dealing with a measurement issue. Expected answer: No changes in the metric calculation or tracking methods. Impact on approach: Confirms the issue is real and not a data anomaly, allowing us to focus on actual user behavior changes.
Why it matters: UI/UX changes can significantly impact user behavior, especially in critical flows like checkout. Expected answer: Yes, the checkout process was streamlined, reducing it from 3 steps to 2. Impact on approach: Would lead us to investigate if the new checkout process is causing confusion or friction for users.
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