Why has Woowa Brothers's Baemin food delivery app seen a 15% drop in daily active users over the past month?

Introduction

Baemin's 15% drop in daily active users over the past month is a significant concern that requires immediate attention. As we analyze this issue, we'll follow a systematic approach to identify, validate, and address the root cause while considering both short-term and long-term implications for the food delivery app's success.

I'll outline my approach by first clarifying the situation, ruling out external factors, and then diving deep into the product's user journey and metrics. We'll generate data-driven hypotheses, conduct root cause analysis, and propose validation methods and solutions. Throughout this process, we'll consider the broader impact on Woowa Brothers's ecosystem and long-term strategy.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has there been any significant change in weather patterns or local events that could affect food delivery demand?

Why it matters: Seasonal trends can greatly impact food delivery usage. Expected answer: No major seasonal changes noted. Impact on approach: If confirmed, we'll focus more on internal factors.

• Considering user segments, I'm curious about the distribution of the drop. Are we seeing a uniform 15% decrease across all user segments, or is it more pronounced in specific groups?

Why it matters: This helps identify if the issue is widespread or segment-specific. Expected answer: The drop is more significant among younger users. Impact on approach: We'd prioritize investigating factors affecting younger demographics.

• Regarding recent changes, have there been any major updates to the app or changes in service offerings in the past 1-2 months?

Why it matters: Recent changes often correlate with shifts in user behavior. Expected answer: A new UI was rolled out three weeks ago. Impact on approach: We'd focus on the impact of the UI change on user experience.

• Thinking about competition, has there been any significant move from competitors or new entrants in the market recently?

Why it matters: Competitive pressures can lead to user churn. Expected answer: A new competitor launched with aggressive promotions. Impact on approach: We'd analyze our value proposition and competitive positioning.