How can we explain the 30% drop in daily active users for Mark43's mobile field reporting app compared to last year's numbers?

Introduction

The 30% drop in daily active users for Mark43's mobile field reporting app compared to last year is a significant issue that requires immediate attention. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Has this drop been consistent throughout the year, or did it occur suddenly?

Why it matters: Helps distinguish between gradual decline and sudden drop-off. Expected answer: Gradual decline over the past few months. Impact on approach: If sudden, focus on recent changes; if gradual, look at long-term trends.

• Considering user segments, I'm wondering if this affects all users equally. Are we seeing a more significant drop in any particular user group or department?

Why it matters: Identifies whether the issue is universal or specific to certain users. Expected answer: More pronounced drop among patrol officers. Impact on approach: Target analysis and solutions to most affected user groups.

• Thinking about recent changes, have there been any significant updates to the app or related systems in the past year?

Why it matters: Pinpoints potential internal causes for the user drop. Expected answer: A major UI overhaul was implemented six months ago. Impact on approach: Investigate the impact of recent changes on user experience and adoption.

• Regarding data accuracy, has there been any change in how we measure or define daily active users?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in measurement methodology. Impact on approach: If changed, recalculate metrics for accurate comparison; if not, focus on actual usage patterns.