Why has Myntra's same-day delivery option usage declined by 40% in major metro areas during the past quarter?

Introduction

Myntra's same-day delivery option usage decline of 40% in major metro areas during the past quarter is a significant issue that requires immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the business.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into product understanding, metric breakdown, and data analysis. From there, I'll form hypotheses, conduct root cause analysis, and propose validation methods and solutions.

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 overall order volume during this period?

Why it matters: Seasonal trends could explain the decline without indicating a deeper issue. Expected answer: Order volume has remained relatively stable. Impact on approach: If true, we'd focus more on same-day delivery-specific factors.

• Considering user segments, I'm curious about the distribution of the decline. Is the 40% drop uniform across all user types, or is it more pronounced in certain segments?

Why it matters: This helps identify if the issue is universal or specific to certain user groups. Expected answer: The decline is more significant among occasional users. Impact on approach: We'd investigate factors that might be deterring occasional users specifically.

• Regarding recent changes, have there been any updates to the same-day delivery pricing or eligibility criteria in the past quarter?

Why it matters: Policy changes could directly impact usage rates. Expected answer: No significant changes to pricing or eligibility. Impact on approach: If true, we'd focus more on external factors or user perception issues.

• Thinking about system performance, has there been any change in the reliability or speed of same-day deliveries?

Why it matters: Performance issues could lead to decreased trust and usage. Expected answer: On-time delivery rates have remained consistent. Impact on approach: If true, we'd look more at user perception and competing options rather than operational issues.