Why has Toss's international money transfer service seen a 30% drop in transaction volume over the past month?

Introduction

Toss's international money transfer service has experienced a significant 30% drop in transaction volume over the past month. This decline represents a critical issue that requires immediate attention and a thorough root cause analysis. I'll approach this problem systematically, examining both internal and external factors that could contribute to this substantial decrease in user activity.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any recent changes to the app or service. Have there been any updates to the Toss app or changes in the international transfer process in the last 1-2 months?

Why it matters: Recent changes could directly impact user behavior and transaction volume. Expected answer: Information about recent updates or lack thereof. Impact on approach: If there were changes, we'd focus on those; if not, we'd look at other factors.

• Given the specific 30% drop, I'm curious about the consistency of this decline. Has the drop been steady over the month, or was there a sudden decrease at a particular point?

Why it matters: The pattern of decline can indicate whether it's due to a specific event or a gradual trend. Expected answer: Details on the decline pattern. Impact on approach: A sudden drop would suggest a specific trigger, while a gradual decline might indicate broader issues.

• Thinking about user segments, I'm wondering if this decline is uniform across all user groups. Are there any particular user segments (e.g., age groups, transaction sizes, or destinations) that have been more affected than others?

Why it matters: Identifying affected segments can help pinpoint specific issues or user needs. Expected answer: Information on segment-specific trends. Impact on approach: We'd focus our analysis on the most affected segments and their unique characteristics.

• Considering external factors, I'm curious about any recent changes in the competitive landscape. Have there been any significant moves by competitors or new entrants in the international money transfer market recently?

Why it matters: Competitive pressures could explain shifts in user behavior. Expected answer: Information on recent competitive activities. Impact on approach: If there have been significant competitive moves, we'd analyze our positioning and value proposition.