What factors are contributing to the 30% increase in candidate profile abandonment rate on SEEK's mobile app in the last quarter?

Introduction

The recent 30% increase in candidate profile abandonment rate on SEEK's mobile app is a critical issue that demands immediate attention. This surge in abandonment could significantly impact user engagement, job seeker success rates, and ultimately, SEEK's market position. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies to address the issue.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update. Has there been any significant changes to the mobile app in the last quarter?

Why it matters: Recent changes could directly correlate with the increased abandonment rate. Expected answer: Yes, there was a major UI overhaul. Impact on approach: If confirmed, we'd focus on UI/UX issues in our analysis.

• Considering user segments, I'm curious about the distribution of this increase. Is the 30% increase uniform across all user segments or concentrated in specific groups?

Why it matters: Helps identify if the issue is global or specific to certain user types. Expected answer: The increase is more pronounced among older users. Impact on approach: We'd investigate age-related usability issues if this is the case.

• Thinking about the abandonment definition, has there been any change in how we measure or define profile abandonment in the last quarter?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in measurement or definition. Impact on approach: If changed, we'd need to recalibrate our analysis based on the new definition.

• Considering external factors, have there been any significant changes in the job market or economy that might influence job seeker behavior?

Why it matters: External factors could be driving the change independently of app issues. Expected answer: No major market shifts noted. Impact on approach: If significant changes exist, we'd need to factor these into our analysis.