Why has user engagement with Skyscanner's price alert feature declined by 20% this month?

Introduction

The recent 20% decline in user engagement with Skyscanner's price alert feature is 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 and long-term implications for the product.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal factor at play. Has this decline coincided with any particular travel season or holiday period?

Why it matters: Seasonal trends can significantly impact travel-related product usage. Expected answer: The decline doesn't align with any specific seasonal pattern. Impact on approach: If seasonal, we'd focus on adapting the feature for off-peak periods.

• Considering user segments, I'm curious if this decline is uniform across all user groups. Have you noticed any particular user segments more affected than others?

Why it matters: Different user segments may have varying needs or be impacted differently by changes. Expected answer: The decline is more pronounced among frequent travelers. Impact on approach: We'd investigate factors specifically affecting high-value users.

• Thinking about recent changes, I wonder if there have been any updates to the price alert feature or related systems in the past month?

Why it matters: Recent changes could directly impact user engagement. Expected answer: A minor UI update was implemented two weeks ago. Impact on approach: We'd scrutinize the impact of the UI change on user behavior.

• Regarding data integrity, I'm wondering if there have been any changes in how we measure or define user engagement for this feature?

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 metrics.