Introduction
The recent 30% decrease in mobile app installations for SquareSpace's portfolio management tool is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the product and business.
To tackle this problem, I'll follow a structured approach that covers issue identification, hypothesis generation, validation, and solution development. This framework ensures a comprehensive examination of all potential factors contributing to the decline in app installations.
Framework overview
This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.
Step 1
Clarifying Questions (3 minutes)
Why it matters: Recent changes could directly impact installation rates. Expected answer: Yes, there was a major app update or marketing campaign change. Impact on approach: If yes, we'd focus on analyzing the impact of these changes.
Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The decrease varies across segments. Impact on approach: If varied, we'd prioritize investigating the most affected segments.
Why it matters: External factors could be drawing potential users away. Expected answer: A competitor launched a new feature or aggressive campaign. Impact on approach: If yes, we'd need to assess our competitive positioning.
Why it matters: Ensures we're comparing apples to apples in our data. Expected answer: No changes to the measurement system. Impact on approach: If changed, we'd need to re-evaluate our historical data for accurate comparison.
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