1) Clarifying Questions:
Are there any known technical issues or outages that might have affected the platform's performance?
Did any marketing campaigns or promotions run recently that could have impacted order volumes?
Were there any specific regions or cities where the drop in orders was more significant?
Did any competitors run aggressive promotions or enter the market with attractive offers?
2) Product Description and Goal:
Product: Uber Eats is a food delivery platform that connects users with local restaurants to order food for delivery or pickup.
Goal: The objective is to understand the reasons behind the sudden drop in daily orders (from 50k to 20k) and identify actionable insights to bring order volumes back to the average or higher.
3) Hypotheses:
"Promotion Impact": A recent promotion or discount campaign ended, leading to a temporary decrease in orders.
"Technical Glitch": A technical issue on the platform caused a disruption in service, resulting in lower order volumes.
"Competitor Influence": A new competitor entered the market or an existing one intensified marketing efforts, attracting customers away from Uber Eats.
"Seasonal Variation": Order volumes experienced a natural dip due to seasonal factors.
"Restaurant Availability": A significant number of partner restaurants might have been temporarily unavailable for orders.
"App Update Effect": A recent app update might have negatively impacted user experience, leading to lower usage.
"Delivery Fee Impact": Changes in delivery fees might have deterred customers from placing orders.
"Consumer Sentiment": Negative reviews or social media discussions about the platform might have affected consumer trust.
"Payment Method Issues": Technical glitches or changes in payment options could have hindered users from completing orders.
"Local Events": Local events or gatherings might have reduced demand for food delivery on that particular day.
4) Operationalizing Hypotheses:
For each hypothesis, we would conduct data analysis and visualization to investigate the potential causes of the order volume drop:
Analyze data on recent promotions, discounts, or marketing campaigns, and visualize their impact on daily orders.
Check system logs and error reports to identify any technical issues or downtime, and visualize the timeline of disruptions.
Monitor competitor activities and compare their promotional efforts with Uber Eats during the same period.
Compare daily order volumes during the same time in previous years to assess seasonal patterns.
Check the availability status of partner restaurants and visualize any fluctuations in the number of active restaurants.
Analyze app performance metrics and visualize user engagement before and after the app update.
Assess the impact of recent changes in delivery fees on order volumes through A/B testing or cohort analysis.
Monitor social media sentiment and customer reviews to identify any negative trends.
Analyze payment logs and visualize any anomalies related to payment methods.
Check local event calendars and correlate them with order volume trends.
5) Conclusion and Recommendation:
Based on the analysis of the hypotheses, we can determine the most probable cause of the drop in order volumes. Depending on the findings, we can take the following actions:
If it's due to the end of a promotion, consider running new promotions or loyalty programs to incentivize customers.
For technical glitches, prioritize resolving the issue and communicate transparently with customers.
If competition is a factor, analyze their strategies and explore ways to differentiate and attract customers back to Uber Eats.
Seasonal variations may require more targeted marketing efforts during off-peak periods.
For restaurant availability issues, work closely with partners to ensure a consistent supply of active restaurants.
Address any app-related issues through updates and user feedback implementation.
Reevaluate delivery fees and their impact on customer behavior.
Improve customer support and address any negative sentiment or reviews proactively.
Investigate and resolve payment method issues promptly.
Consider local event-based promotions or collaborations to boost orders during specific occasions.
By implementing these recommendations, Uber Eats can aim to recover from the drop in order volumes and potentially surpass the previous average order per day.