Root Cause Analysis: Myntra is noticing 20% decline in the Cart Additions.
Introduction
Myntra is a one stop shop for all your fashion and lifestyle needs. Being India’s largest e-commerce store for fashion and lifestyle products, Myntra aims at providing a hassle free and enjoyable shopping experience to shoppers across the country with the widest range of brands and products on its portal. The brand is making a conscious effort to bring the power of fashion to shoppers with an array of the latest and trendiest products available in the country.
Value proposition
Myntra’s value proposition revolves around giving consumers the power and ease of purchasing fashion and lifestyle products online. Offerings such as the largest in-season product catalogue, 100% authentic products, cash on delivery and 30 day return policy make Myntra, the preferred shopping destination in the country. To make online shopping easier for you, a dedicated customer connect team is on standby to answer your queries 24x7.
Awarded ‘Best E-commerce Website for 2012’ by IAMAI
Awarded ‘Fashion eRetailer of the Year 2013’ by Franchise India
Awarded ‘Best E-commerce Partner of the year 2011–12’ by Puma India
Problem Statement: Myntra is noticing 20% decline in the Cart Additions.
Actual Root Cause: Technical Fault in new update for android → “Add to Cart button broken”.
For approaching the problem I would like to use the below mentioned framework. (Note: Assumptions are made accordingly)
- External Factors
- Demographic Features
- Self Economics/News
- Internal Factors
Reasearch and assumptions made for the root cause are mentioned below:(As I do not have a interviewer to ask specific questions)
- By talking to the Analytics/Researcher team we can clearly assume that the fault is not because of failure of any analytical tool used by the company itself.
- The decline is shown only in the mobile version of the app.
- User flow as following:
Focusing on Externals factors:
- What has competiton been doing in last few days.
- Is competition running any kind of campaigns/sale lately
- Any new product/service launched by the competition that might the user base
- Are there any new announcement made by the competition
Looking into demographic features:
- Is any particular segment affected.
- User Segment →Young working professionals, Students, House wives, Bachelors
- Age → Gen Z, Millenials
- Earnings →Salary above/below Rs.X
- Location → Focused locations affected(Tier 1, Tier2) or complete coverage
Self Economics/News
- Any kind of economical news or financial segmentation done by company.
- Any new tieups or economic flow noticed
- Subsidiary creations by the company
- New product/service launches or any new campaigns done.
Internal Factors
- Change in Technical/User experience.
- Any new updates/bug fixes.
- New designs, change in appearance
On the basis of research, below are the solutions to the above framework:
— No new campaigns/sale launched by competition. We can safely assume competition out of the current situation.
— Every user group is currently facing this problem irrespective of age, location, and salary.
— No new campaigns/tieups of any kind of news is out in market regarding MYNTRA.
— No new design changes done in user flow for the new update of the MYNTRA app that might led to low visibility of the ADD TO CART button.
— As the problem is limited to mobile version of the MYNTRA app and website is working fine, I dig a bit deep in the situation and asked the research/analytical team which platform is being affected and they specified that “ANDROID” platform has shown the rise in decline in addition to carts.
Keeping above scenario in mind, I can say that the new update launched recently for specifically “ANDROID” has some bug issues and Technical team can solve it by providing new update for “ANDROID” users. This will solve the decline to cart additions to a massive extent(There are always some factors that are not in control of anyone).
NOTE: Above described is one of the way to approach a root cause identification as a Product Manager. This is not a real problem.
