Clarifying Questions:
When did the drop in daily active users occur?
Was the drop in usage consistent across all regions and demographics?
What was the average time spent on the app before and after the drop in usage?
Product/Feature and Objective:
Google Maps is a navigation and location-based service provided by Google. The objective is to identify the reasons for the 10% drop in daily active users and recommend actions to increase user engagement.
Hypotheses:
Feature Fatigue: Users may have become overwhelmed with the number of features on Google Maps.
Increased Competition: Users may have switched to other navigation apps due to better features, promotions or loyalty programs.
Technical Issues: The app may have experienced technical difficulties, leading to a decrease in user satisfaction.
External Factors: Changes in external factors, such as the pandemic, may have resulted in a decrease in overall mobility and travel, leading to a decrease in usage.
User Experience: The user interface may have become confusing or difficult to navigate.
Lack of Personalization: The app may not be offering personalized recommendations or suggestions to users.
Poor Marketing: Users may not be aware of the latest features or updates on Google Maps.
Operationalizing Hypotheses:
Feature Fatigue: Analyze feature usage data to identify which features are not being used, and why.
Increased Competition: Conduct a competitive analysis to identify key features that users are looking for and assess whether Google Maps has them. Analyze social media data to understand why users are leaving for other apps.
Technical Issues: Conduct user surveys to understand what technical difficulties users are experiencing, and monitor user reviews and feedback.
External Factors: Analyze mobility trends, transportation data and industry reports to understand external factors impacting usage.
User Experience: Conduct user testing and surveys to understand where users are experiencing difficulties and analyze user reviews and feedback.
Lack of Personalization: Analyze user data to identify patterns and make personalized recommendations to users.
Poor Marketing: Analyze marketing campaigns, user feedback, and conduct user surveys to understand if users are aware of new features or updates.
Conclusion and Recommendation:
Based on the analysis, we recommend that Google Maps focus on improving the user experience by simplifying the user interface and offering more personalized recommendations. Additionally, Google Maps should focus on marketing efforts to increase user awareness of new features and updates. Finally, we recommend analyzing and prioritizing feature usage data to identify and prioritize features that users are not using, and consider phasing them out to reduce feature fatigue.