Why has the average session duration on the Nykaa mobile app decreased by 20% since the latest update?

Introduction

The recent 20% decrease in average session duration on the Nykaa mobile app following the latest update is a significant concern that requires immediate attention. This metric is crucial for user engagement and can directly impact conversion rates and overall app performance. I'll approach this issue systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies to address the problem.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this might be related to the recent update. Can you confirm when exactly the update was released and when we started noticing the decrease in session duration?

Why it matters: This helps establish a clear timeline and potential correlation. Expected answer: The update was released on [date] and the decrease was noticed within [timeframe]. Impact on approach: A clear correlation would focus our investigation on the update itself.

• Considering user segments, I'm wondering if this decrease is uniform across all user groups. Have we seen any differences in the impact on session duration between new and returning users, or across different demographics?

Why it matters: This helps identify if the issue is universal or specific to certain user groups. Expected answer: The decrease is [uniform/varies] across user segments. Impact on approach: Segmented impact would require targeted solutions for specific user groups.

• Given the nature of Nykaa's business, I'm curious about any seasonal factors. Are we comparing this data to the same period last year, and have we ruled out any seasonal fluctuations?

Why it matters: This helps eliminate external factors that might be influencing the metric. Expected answer: Seasonal factors [have/have not] been accounted for in the analysis. Impact on approach: If seasonal factors are significant, we'd need to adjust our baseline for comparison.

• Thinking about the update itself, I'm wondering about its scope. Was this a major feature update, a UI redesign, or more of a backend performance improvement?

Why it matters: The nature of the update can guide us towards specific areas to investigate. Expected answer: The update was primarily focused on [feature/UI/backend]. Impact on approach: Different types of updates would lead us to investigate different aspects of the app.