First-week user churn in a mobile app
Of every 100 people who install the app, 71 never open it again in the first week. Product, onboarding or expectation?
Problem
A language-learning app tripled installs through ad spend, but seven-day retention fell from 29% to 24%. The team is torn between shipping new features and rebuilding onboarding.
Your task: a data-grounded diagnosis of where users are lost, and three concrete changes to test in the first 30 days.
Background
Sign-up spans six screens and an email verification. The first lesson takes 12 minutes. The ads promise “daily practice in five minutes.”
Constraints
- Engineering capacity is two person-weeks a month.
- Pricing and ad budget cannot change.
- Changes must be measurable via A/B testing.
Expected solution
A funnel analysis plus three experiment proposals (hypothesis, metric, expected impact) with your prioritisation rationale.
Case process
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