What's causing the sudden 30% increase in booking abandonment on Skyscanner's mobile app?

Introduction

A sudden 30% increase in booking abandonment on Skyscanner's mobile app is a critical issue that demands immediate attention. This significant drop in conversions could severely impact revenue and user satisfaction. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this might be a recent change. When exactly did we start observing this 30% increase in booking abandonment?

Why it matters: Pinpointing the timeframe helps correlate the issue with potential causes. Expected answer: Within the last week or two. Impact on approach: A sudden change suggests a specific trigger rather than a gradual trend.

• Considering user segments, I'm wondering if this affects all users equally. Are we seeing this increase across all user types or is it more pronounced in certain segments?

Why it matters: Identifying affected segments can narrow down potential causes. Expected answer: The increase is more significant among iOS users or first-time bookers. Impact on approach: Segment-specific issues would require targeted solutions.

• Given the nature of the problem, I'm curious about any recent app updates. Have there been any significant changes to the app's booking flow or UI in the past month?

Why it matters: Recent changes could be directly related to the increased abandonment rate. Expected answer: A new UI for the payment page was rolled out two weeks ago. Impact on approach: This would focus our investigation on the new UI elements and their impact on user behavior.

• Thinking about external factors, I'm considering if there have been any changes in the competitive landscape. Have any major competitors launched new features or pricing strategies recently?

Why it matters: External market forces could be influencing user behavior. Expected answer: No significant changes from competitors. Impact on approach: This would shift our focus more towards internal factors.