Why has the average session duration on Goibibo's mobile app declined from 8 minutes to 5 minutes in the past quarter?

Introduction

The decline in average session duration on Goibibo's mobile app from 8 minutes to 5 minutes over the past quarter is a concerning trend that warrants thorough investigation. This significant drop in user engagement could have far-reaching implications for user satisfaction, conversion rates, and overall app performance. To address this issue, I'll employ a systematic approach to identify potential root causes, validate hypotheses, and develop both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this decline coincided with any particular travel season or holiday period?

Why it matters: Seasonal trends can significantly impact travel app usage patterns. Expected answer: The decline doesn't seem to correlate with any specific season. Impact on approach: If seasonal, we'd focus on adapting to cyclical patterns; if not, we'd investigate other factors.

• Considering user segments, I'm curious about the distribution of this decline. Is the 5-minute average consistent across all user types, or are certain segments more affected?

Why it matters: Understanding which users are most impacted helps prioritize our efforts. Expected answer: The decline is more pronounced among casual users rather than frequent travelers. Impact on approach: We'd tailor our solutions to address the needs of the most affected user segments.

• Thinking about recent changes, have there been any significant updates to the app's UI/UX or core functionality in the past quarter?

Why it matters: Recent changes could directly impact user behavior and session duration. Expected answer: A new streamlined booking process was implemented two months ago. Impact on approach: We'd closely examine the impact of this change on user flow and engagement.

• Regarding performance metrics, has there been any change in app loading times or response rates during this period?

Why it matters: Technical issues could be driving users away prematurely. Expected answer: No significant changes in app performance have been noted. Impact on approach: If performance isn't the issue, we'd focus more on user experience and content factors.