Why has TravelPerk's mobile app experienced a sudden 30% decrease in daily active users in the last two weeks?

Introduction

TravelPerk's mobile app has experienced a sudden 30% decrease in daily active users over the past two weeks. This significant drop in user engagement requires immediate attention and a thorough root cause analysis. I'll approach this issue systematically, examining both internal and external factors that could contribute to this decline. My analysis will cover data gathering, hypothesis formation, validation, and solution development, with a focus on both short-term fixes and long-term strategies to prevent similar issues in the future.

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 changes or updates to the app in the last month?

Why it matters: Recent changes could directly impact user experience and engagement. Expected answer: Yes, there was an update two weeks ago. Impact on approach: If confirmed, I'd focus on examining the changes in that update.

• Considering user segments, I'm curious about the distribution of the decline. Is the 30% decrease uniform across all user segments, or are certain groups more affected?

Why it matters: This helps identify if the issue is widespread or specific to certain user types. Expected answer: The decline is more pronounced among business travelers. Impact on approach: I'd prioritize investigating features and workflows specific to business travelers.

• Given the nature of travel apps, I'm wondering about seasonality. Are we comparing this two-week period to a historically busy travel season?

Why it matters: Seasonal fluctuations could explain some of the decrease. Expected answer: No, this is typically a stable period for travel bookings. Impact on approach: If seasonality is ruled out, I'd focus more on internal factors or market changes.

• Thinking about potential technical issues, have there been any reported problems with app performance or server uptime in the last two weeks?

Why it matters: Technical issues can significantly impact user engagement. Expected answer: There have been some intermittent server issues. Impact on approach: I'd prioritize investigating the extent and impact of these technical problems.