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Product Management Root Cause Analysis Question: Investigating decreased user engagement on a DeFi dashboard

Asked at Zapper

15 mins

Why has the average time spent on Zapper's DeFi dashboard decreased from 10 minutes to 5 minutes per session over the past month?

Data Analysis Problem Solving User Experience Cryptocurrency Fintech Blockchain
User Engagement Product Analytics Root Cause Analysis UX Design DeFi

Introduction

The recent decrease in average time spent on Zapper's DeFi dashboard from 10 minutes to 5 minutes per session over the past month is a concerning trend that warrants thorough investigation. This significant drop in user engagement could have far-reaching implications for Zapper's business model and user retention. I'll approach this issue systematically, examining potential causes, gathering relevant data, and proposing actionable solutions.

Framework overview

This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.

Step 1

Clarifying Questions (3 minutes)

  • Looking at the timing, I'm thinking there might have been a recent product update. Has Zapper rolled out any new features or UI changes in the past month?

Why it matters: Product changes often impact user behavior. Expected answer: Yes, we updated the dashboard layout. Impact on approach: If confirmed, we'd focus on UI/UX factors.

  • I'm curious about user segments. Has this decrease been consistent across all user types, or are certain groups more affected?

Why it matters: Helps identify if it's a global issue or specific to certain users. Expected answer: Power users seem less affected than casual users. Impact on approach: We'd tailor solutions to specific user segments.

  • Considering market conditions, have there been any significant changes in the DeFi landscape recently?

Why it matters: External factors could be influencing user behavior. Expected answer: Some major protocols have launched new features. Impact on approach: We'd examine how Zapper compares to competitors.

  • I'm wondering about data accuracy. Has there been any change in how session time is measured or reported?

Why it matters: Ensures we're dealing with a real issue, not a data anomaly. Expected answer: No changes in measurement methods. Impact on approach: Confirms we need to look at actual user behavior changes.

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