Why has SEEK's Job Ad posting feature seen a 15% drop in daily active users over the past month?

Introduction

SEEK's Job Ad posting feature has experienced a 15% drop in daily active users over the past month, signaling a significant issue that requires immediate attention. 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 seasonal component. Has this 15% drop been compared to the same period last year?

Why it matters: Seasonal fluctuations could explain the change without indicating a deeper problem. Expected answer: No significant seasonal pattern observed in previous years. Impact on approach: If seasonal, we'd focus on optimizing for this period; if not, we'd investigate other factors.

• Considering user segments, I'm curious about the distribution of the drop. Is the 15% decrease uniform across all user types, or is it concentrated in specific segments?

Why it matters: Identifying affected segments helps narrow down potential causes. Expected answer: The drop is more pronounced among small business users. Impact on approach: We'd focus on investigating issues specific to small business users' needs or experiences.

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

Why it matters: Recent changes could directly impact user behavior and system performance. Expected answer: A minor UI update was implemented three weeks ago. Impact on approach: We'd scrutinize the UI change and its potential effects on user experience.

• Considering market dynamics, has there been any notable shift in the job market or competitor activities recently?

Why it matters: External factors could influence user behavior independently of our product. Expected answer: No significant market changes, but a competitor launched a new feature last month. Impact on approach: We'd analyze the competitor's new feature and its potential impact on our user base.