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Pallas Pharma: Weekly active teams Dropped 12%

Product Management
easy40 min0 submissions
McKinsey
Scenario

You are the PM for Pallas Pharma's core specialty pharma product.

Weekly active teams has fallen 12% over the past 20 days. The drop appears concentrated in all platforms and is most pronounced in India.

Context that may or may not be relevant:

  • A redesigned onboarding flow shipped 5 days ago to 77% of users
  • Marketing paused a paid acquisition campaign 7 days ago
  • A competitor launched a free tier last month
  • The data team migrated the analytics pipeline 19 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
12
window days
20
concentrated region
India
concentrated platform
all platforms

recent changes

onboarding rollout pct
77
onboarding redesign days ago
5
competitor free tier launched
last month
paid campaign paused days ago
7
analytics pipeline migrated days ago
19
Your task

Diagnose the drop. Provide:

  1. Analysis — how you would structure the investigation and which hypotheses you would test in what order.
  2. Risks — of acting too early, and of acting too late.
  3. 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: Quantile Capital: 7-day retention Dropped 28%Next question
How you'll be graded

100 points, 60% to pass.

  • data analysis25
  • recommendation25
  • problem structuring25
  • hypothesis generation25
Hint
Reveal suggested structure
  1. Is it real? Check instrumentation first — the pipeline migration is the cheapest hypothesis to eliminate and the most embarrassing to miss.
  2. Decompose the metric. For DAU: new + returning + resurrected − churned. Which component moved?
  3. Segment. Platform, region, cohort, acquisition channel, new vs existing users.
  4. Timeline. Does the drop align with a specific deploy, or is it gradual?
  5. Internal vs external. Internal changes are testable and reversible; external ones are not.
  6. Act on the evidence, with a rollback only if the evidence points there.