Why has Hippo Insurance's mobile app experienced a 25% decline in daily active users since the latest update two weeks ago?

Introduction

The recent 25% decline in daily active users for Hippo Insurance's mobile app following the latest update is a critical issue that demands immediate attention. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose a strategic plan to address the problem. We'll examine both internal and external factors, considering technical, user behavior, and product-related aspects to uncover the underlying reasons for this significant drop in engagement.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a correlation between the update and the user decline. Can you confirm if the 25% drop started immediately after the update or if it was gradual?

Why it matters: This helps determine if the update is directly responsible or if other factors are at play. Expected answer: The decline started within 48 hours of the update. Impact on approach: A sudden drop would focus our investigation on the update itself, while a gradual decline might indicate broader issues.

• Considering user segments, I'm curious about the impact across different user groups. Has the decline been uniform across all user segments, or are certain groups more affected?

Why it matters: This information helps identify if the issue is widespread or specific to certain user types. Expected answer: The decline is more pronounced among less frequent users. Impact on approach: If specific segments are more affected, we'd tailor our solution to address their needs first.

• Thinking about the update's content, were there any significant changes to core features or the user interface?

Why it matters: Major changes could explain user dissatisfaction or confusion. Expected answer: Yes, there were changes to the claims submission process and a redesign of the home screen. Impact on approach: This would direct our focus to usability issues and potential friction in key user journeys.

• Considering potential technical issues, have there been any reports of increased app crashes or performance problems since the update?

Why it matters: Technical issues could be driving users away from the app. Expected answer: There has been a slight increase in crash reports, but nothing significant. Impact on approach: If technical issues are minimal, we'd focus more on user experience and feature-related hypotheses.