Saffron Retail: Weekly active teams Dropped 18%
Product Management
medium40 min0 submissionsStripe
Scenario
You are the PM for Saffron Retail's core apparel retail product.
Weekly active teams has fallen 18% over the past 11 days. The drop appears concentrated in iOS and is most pronounced in India.
Context that may or may not be relevant:
- A redesigned onboarding flow shipped 4 days ago to 47% of users
- Marketing paused a paid acquisition campaign 17 days ago
- A competitor launched a free tier last month
- The data team migrated the analytics pipeline 3 days ago
Your VP wants an answer by end of day and is already asking whether the redesign should be rolled back.
Supporting data
incident
- metric
- weekly active teams
- drop pct
- 18
- window days
- 11
- concentrated region
- India
- concentrated platform
- iOS
recent changes
- onboarding rollout pct
- 47
- onboarding redesign days ago
- 4
- competitor free tier launched
- last month
- paid campaign paused days ago
- 17
- analytics pipeline migrated days ago
- 3
Your task
Diagnose the drop. Provide:
- Analysis — how you would structure the investigation and which hypotheses you would test in what order.
- Risks — of acting too early, and of acting too late.
- Recommendation — your diagnostic sequence and what you would tell the VP today.
Be specific about the data cuts you would pull.
Ready to move forward? Up next: Wavelength Media: Trial-to-paid conversion Dropped 12%Next question
How you'll be graded
100 points, 60% to pass.
- data analysis25
- recommendation25
- problem structuring25
- hypothesis generation25
Hint
Reveal suggested structure
- Is it real? Check instrumentation first — the pipeline migration is the cheapest hypothesis to eliminate and the most embarrassing to miss.
- Decompose the metric. For DAU: new + returning + resurrected − churned. Which component moved?
- Segment. Platform, region, cohort, acquisition channel, new vs existing users.
- Timeline. Does the drop align with a specific deploy, or is it gradual?
- Internal vs external. Internal changes are testable and reversible; external ones are not.
- Act on the evidence, with a rollback only if the evidence points there.