← HelloFresh Interview Insights
I went straight to segmenting by acquisition channel because my gut said it was a bad cohort coming in from some promo.
Start by clarifying the metric definition and the timeframe of the 40% increase, then segment the churn data across cohorts, acquisition channels, and customer behaviors to isolate where the spike is concentrated. Form hypotheses about potential root causes (e.g., product changes, marketing shifts, external factors) and validate them with data and qualitative insights.
Pro tip: Always compare the churn spike against a control group or historical baseline to rule out seasonality or measurement changes, and prioritize the segment with the largest contribution to the overall increase.
Confirm how 'first-month subscriber churn' is defined (e.g., cancellation within 30 days, non-renewal after first box) and the exact time period of the 40% jump. Ensure you understand whether it's a relative or absolute increase.
Break down churn by dimensions such as acquisition channel, plan type, geography, device, and customer demographics to identify which segments are driving the spike. Look for disproportionate changes.
Brainstorm potential causes across internal factors (product changes, pricing, marketing messaging, onboarding) and external factors (competitor actions, seasonality, economic shifts). Prioritize based on likelihood and impact.
Use A/B tests, cohort analyses, funnel drop-off points, customer surveys, and support ticket analysis to confirm or refute each hypothesis. Correlate changes with the timing of the churn spike.
Based on findings, propose actionable fixes (e.g., improve onboarding, adjust targeting, fix bugs) and suggest monitoring to prevent future spikes. Outline how you would measure success.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.