How can we explain the 25% decline in mobile app engagement for Ritchie Bros's Marketplace-E platform compared to the same period last year?

Introduction

The 25% decline in mobile app engagement for Ritchie Bros's Marketplace-E platform 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 25% decline been consistent across all months, or is it more pronounced during certain periods?

Why it matters: Seasonal patterns could indicate external factors rather than product issues. Expected answer: The decline is relatively consistent across months. Impact on approach: If seasonal, we'd focus on year-over-year comparisons and industry trends.

• Considering user segments, I'm curious about the engagement drop across different user types. Is the 25% decline uniform across all user segments, or are certain groups more affected?

Why it matters: Identifying specific affected segments could pinpoint targeted issues. Expected answer: The decline is more pronounced among occasional users. Impact on approach: We'd focus on understanding and addressing the needs of occasional users.

• Thinking about recent changes, have there been any significant updates to the app or the Marketplace-E platform in the past year?

Why it matters: Recent changes could directly impact user engagement. Expected answer: A major UI overhaul was implemented six months ago. Impact on approach: We'd investigate the impact of the UI changes on user behavior.

• Regarding competitive landscape, has there been any notable shift in the market or new entrants that could be drawing users away?

Why it matters: External competitive factors could explain the engagement drop. Expected answer: No significant changes in the competitive landscape. Impact on approach: We'd focus more on internal factors and user experience issues.