Objective: Crafting Digital Excellence
As a Product Manager at Uber, determining the root cause of a drop in App Store/Play Store ratings from 4.5 to 3.8 in the last two weeks and finding a solution to the problem.
Understanding the Service:
Assumptions:
As this is an hypothetical scenario, i would like to make few assumptions before I start.
User journey in the Raid-hailing platform
Sign-Up:
Ride Booking:
Identifying The Problem:
Reviews:
Checking the application’s Reviews and Ratings from the last two weeks.TSM tickets:
Examine the number of customer assistance requests/tickets.New Release Updates:
Checking Is there any recent release in the last two weeks that has changed the functionality of the user journey, introduced a bug in the app, or crashed the app?Analytics data:
Determine the number of ride cancellations in the app by drivers, as well as the number of rides with declined payment or no of app crashes or number of uninstalls.Policy change:
Determine whether there has been a recent policy change, such as a price rise or an increase in the penalty for ride cancellation.Market analysis:
Determine whether there is any negative news spreading on social media or elsewhere and check recent news from the competitors.
Analysing the Problem:
Reviews:
By using the third-party technologies like appbot to analyse the reviews. It will combine reviews and performing sentiment analysis, this helps in the analysis of thousands of reviews from the customers.ITSM tickets:
Analyse the customer assistance requests/tickets by refining the search with the help of ITSM tools, such as Service Now, Fresh Desk.New Release Updates:
Examine the release notes’ list of new features, design updates and bug fixes.Analytics data:
Examine the events data from App analytics tools such as Google Analytics, Crashlytics, Apsalar, and Mixpanel. These tools helps to measure what actions your users are taking by tracking user journey in the app.Policy change:
Analyse the last two weeks policy change requests.Market analysis:
Look at popular social media channels for the last two weeks’ trending news, such as Twitter, and read blogs/news articles about any company/app/driver news.
Based on the above analysis, and below are the findings concluded (assumption).
App Crashes:
The app crashes while selecting the drop location in the App. In the last two weeks, we’ve noticed app crashes in the Crashlytics dashboard.
No of reviews & Tickets reported: above 5k
On further analysis, the App crashes only while selecting the drop location on the specified iOS version.
Driver behavioral issues — Driver behaviour complaints include refusing to accept digital/card payments, refusing to turn on air conditioning, cancelling rides forcibly, and driving recklessly.
No of reviews & Tickets reported: above 3k
On further analysis, most no of reviews and tickets were reported on ride cancellation by the driver and not accepting the digital/card payments.
There were a few other concerns reported through Reviews/Customer Support, but they were few in number.
Solution for the Problem:
App Crashes:
We should consult with the technical team to determine an immediate fix for the app crash for the reported iOS version and arrange a hot-patch release with proper QA. Also we should monitor the App from the Crashlytics dashboard for a few days after launching the updated version of the App.
Driver behavioural issues:
Discussing the issues with the Management team and direct them to amend the policies with structured recommendations for the Drivers. Also the teams should conduct training sessions to educate drivers on these policies.
Disclaimer:
This is a self-published article, and is in no way associated with Uber or any other ride hailing apps professionally. I have written this article only for the educational purpose only.
