Strava Challenges Engagement Drop | Product RCA Interview

Table of contents

Why has the average time spent in Strava's Challenges section decreased by 25% this month?

Data Analysis Hypothesis Testing Problem-Solving Fitness Technology Health and Wellness Mobile Apps

User Engagement Product Metrics Root Cause Analysis Fitness Tech Seasonal Trends

Introduction

The recent 25% decrease in average time spent in Strava's Challenges section is a concerning trend that requires immediate attention. As we dive into this issue, we'll employ a systematic approach to identify the root cause, validate our hypotheses, and develop both short-term and long-term solutions. Our goal is to not only address the current decline but also to strengthen the Challenges feature for sustained user engagement.

Framework overview

This analysis follows a structured approach covering issue identification, hypothesis generation, validation, and solution development.

Step 1

Clarifying Questions (3 minutes)

Looking at the timing, I'm thinking there might be a seasonal effect. Has this decrease coincided with any particular season or weather changes?

Why it matters: Seasonal factors could explain temporary fluctuations in engagement. Expected answer: Yes, it coincides with the start of winter in the Northern Hemisphere. Impact on approach: If confirmed, we'd need to consider seasonal strategies to maintain engagement.

Considering user segments, I'm curious if this decrease is uniform across all user types. Are we seeing any differences in the decline between casual users and power users?

Why it matters: Different user segments may be affected differently, requiring targeted solutions. Expected answer: Power users seem less affected than casual users. Impact on approach: We might need to focus on re-engaging casual users specifically.

Thinking about recent changes, have there been any updates to the Challenges feature or related parts of the app in the past month?

Why it matters: Recent changes could directly impact user behavior and engagement. Expected answer: A minor UI update was rolled out two weeks ago. Impact on approach: We'd need to investigate if this update correlates with the engagement drop.

Regarding data integrity, has there been any change in how we measure or define "time spent" in the Challenges section?

Why it matters: Ensures we're comparing apples to apples and not facing a measurement issue. Expected answer: No changes in measurement methodology. Impact on approach: If confirmed, we can focus on actual user behavior changes rather than data discrepancies.

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