Why has the adoption rate of Payhawk's receipt capture feature decreased by 15% among new customers in the last 60 days?

Introduction

The recent 15% decrease in adoption of Payhawk's receipt capture feature among new customers over the past 60 days 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 recent product change. Have there been any updates to the receipt capture feature in the last 90 days?

Why it matters: Recent changes could directly impact user adoption. Expected answer: Yes, there was a UI update 75 days ago. Impact on approach: If confirmed, we'd focus on the UI change as a primary factor.

• Considering user segments, I'm curious about the definition of "new customers." Are we talking about users within their first 30 days of signing up?

Why it matters: Different definitions could lead to varying interpretations of the data. Expected answer: New customers are those within their first 60 days. Impact on approach: This would help us narrow down the timeframe for investigation.

• Thinking about onboarding, has there been any change in how we introduce the receipt capture feature to new users?

Why it matters: Changes in feature introduction could affect adoption rates. Expected answer: No significant changes in onboarding. Impact on approach: If unchanged, we'd look more closely at the feature itself or external factors.

• Considering competitive landscape, have any major competitors launched similar features recently?

Why it matters: New competition could impact our adoption rates. Expected answer: One competitor launched a similar feature 45 days ago. Impact on approach: This would prompt us to analyze our feature's competitiveness.

• Regarding data integrity, has there been any change in how we track or measure the adoption of this feature?

Why it matters: Changes in measurement could lead to false perceptions of decreased adoption. Expected answer: No changes in tracking methods. Impact on approach: If confirmed, we can trust the data and focus on actual usage patterns.