Diagnose a 35% drop in usage on Invision.

A 35% drop in Invision usage requires a systematic diagnostic approach. I would start by clarifying the scope: Is this drop across all features or specific ones? Is it global or regional? When did it begin?

My initial hypotheses would fall into several categories:

1. Technical Issues: Bugs, server downtime, performance degradation, or integration failures.
2. Product Changes: Recent feature releases, UI/UX updates, or removal of functionalities that users relied on.
3. External Factors: Competitor actions (new features, pricing changes), market shifts, seasonal trends, or major industry events.
4. User Behavior Shifts: Changes in how users are adopting or using the product, perhaps due to new workflows or a decline in the value proposition.
5. Data Integrity: Potential issues with tracking or reporting mechanisms themselves.

To investigate, I'd gather data using the TROPIC framework (Time, Region, Other products, Platform, Industry/Competition, Cannibalization) to pinpoint the drop's characteristics. For example, if the drop is concentrated in a specific region or on a particular platform, it points towards localized issues. If it coincides with a competitor's launch, that's a strong signal.

I would then test these hypotheses by analyzing relevant metrics (e.g., error logs, feature adoption rates, user feedback, competitor analysis, A/B test results). Once the root cause is identified, I would propose targeted solutions, such as rolling back a problematic feature, addressing technical debt, or developing new features to regain user engagement.