Why are we seeing a 20% decrease in mobile app engagement for Naked Insurance's life insurance policyholders?

Introduction

The 20% decrease in mobile app engagement for Naked Insurance's life insurance policyholders is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the product and business.

I'll approach this problem by first clarifying the context, then ruling out external factors before diving deep into the product ecosystem, user journey, and metric breakdown. From there, I'll form data-driven hypotheses, conduct root cause analysis, and propose validation methods and solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timeframe, I'm wondering if this decrease is recent or gradual. Has this 20% drop occurred suddenly or over a specific period?

Why it matters: The timing could indicate whether this is due to a recent change or a longer-term trend. Expected answer: The decrease has been observed over the last quarter. Impact on approach: A sudden drop would point to recent changes, while a gradual decline might suggest deeper issues.

• Considering user segments, I'm curious if this decrease is uniform across all policyholder types. Are we seeing any differences in engagement between new and long-term policyholders?

Why it matters: This could reveal whether the issue is affecting specific user groups differently. Expected answer: The decrease is more pronounced among newer policyholders. Impact on approach: If true, we'd focus on onboarding and early-stage user experience.

• Thinking about recent changes, have there been any significant updates to the app or policy terms in the last few months?

Why it matters: Recent changes could directly impact user engagement. Expected answer: A new app version was released two months ago with UI changes. Impact on approach: We'd scrutinize the impact of these changes on user behavior.

• Regarding the engagement metric, can you confirm what specific actions we're measuring? Is it logins, time spent, or particular feature usage?

Why it matters: Understanding the exact metric helps pinpoint where the drop is occurring. Expected answer: Engagement is measured by daily active users and average session time. Impact on approach: This would guide our focus on either user retention or in-app experience.