Why has Myntra's mobile app seen a 20% drop in daily active users over the past week?

Introduction

The sudden 20% drop in Myntra's mobile app daily active users (DAU) over the past week is a critical issue that demands immediate attention. As we dive into this analysis, we'll systematically explore potential causes, validate hypotheses, and develop a comprehensive plan to address the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent app update. Has there been any significant app release or update in the past 1-2 weeks?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: Yes, there was an update. Impact on approach: If yes, we'd focus on changes in that update; if no, we'd look at other factors.

• Considering user segments, I'm curious about the distribution of the DAU drop. Is the 20% decrease uniform across all user segments, or are certain groups more affected?

Why it matters: Helps identify if the issue is global or segment-specific. Expected answer: The drop is more pronounced in certain segments. Impact on approach: Segment-specific issues would lead to targeted solutions.

• Given the magnitude of the drop, I'm wondering about any recent changes in the competitive landscape. Have any major competitors launched new features or promotions recently?

Why it matters: External factors could be drawing users away. Expected answer: No significant competitive changes. Impact on approach: If yes, we'd consider competitive response; if no, we'd focus more on internal factors.

• Thinking about potential technical issues, has there been any unusual spike in app crashes or performance issues reported in the past week?

Why it matters: Technical problems often lead to decreased usage. Expected answer: Some increase in reported issues. Impact on approach: If yes, we'd prioritize technical investigations; if no, we'd look more at user experience or content factors.