Why has SSENSE's mobile app seen a 20% drop in daily active users over the past month?

Introduction

SSENSE's mobile app experiencing a 20% drop in daily active users over the past month is a critical issue that demands immediate attention. This significant decline in user engagement could have far-reaching consequences for the company's overall performance and market position. To address this problem effectively, 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 correlation with recent app updates. Have there been any significant changes or updates to the SSENSE mobile app in the past 1-2 months?

Why it matters: Recent changes could directly impact user experience and engagement. Expected answer: Yes, there was a major UI overhaul about 6 weeks ago. Impact on approach: If confirmed, we'd focus on analyzing the impact of these changes on user behavior.

• Considering user segments, I'm wondering if this decline is uniform across all user groups. Can you provide a breakdown of the DAU drop by user segments (e.g., new vs. returning users, age groups, or geographic regions)?

Why it matters: Understanding which segments are most affected can help pinpoint specific issues. Expected answer: The decline is more pronounced among returning users and in certain geographic regions. Impact on approach: We'd investigate factors specific to these affected segments.

• Given the competitive landscape, I'm curious about any recent moves by competitors. Have there been any significant launches or promotions from SSENSE's main competitors in the luxury fashion e-commerce space?

Why it matters: External competitive factors could be drawing users away from SSENSE. Expected answer: A major competitor launched a new app with exclusive features last month. Impact on approach: We'd need to assess our competitive positioning and unique value proposition.

• Considering potential technical issues, I'm wondering about app performance. Have there been any reported increases in app crashes, load times, or other technical issues over the past month?

Why it matters: Technical problems can significantly impact user retention and engagement. Expected answer: There's been a slight increase in reported crashes on certain device models. Impact on approach: We'd prioritize investigating and resolving these technical issues.