Metrics question
Orders cancellation increased by 15%. How do you diagnose the root cause?
- Shopify
- Deliveroo
- Delivery Hero
- Glovo
- Stripe
- Metrics
- Medium
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What this question tests
Tests structured root-cause diagnosis for a delivery marketplace metric spike, moving from data segmentation to a validated hypothesis.
How to approach it
- Confirm the number and window: is the 15% cancellation increase week-over-week, and is it platform-wide or concentrated in specific regions or restaurant partners.
- Check for instrumentation issues first: a tracking change or new release that might be over-counting cancellations rather than a genuine behavior change.
- Segment by who cancels (customer, restaurant, or courier) and by stage (before or after courier assignment), since the fix differs completely by cause.
- Check for external factors: a competitor promotion pulling couriers away, weather disrupting delivery times, or a specific restaurant chain having operational issues.
- Once isolated, validate the leading hypothesis with a quick data cut, e.g. comparing affected versus unaffected regions, before proposing a fix.
What a strong answer includes
- Segments cancellations by actor (customer, restaurant, courier) and by timing, which localizes the root cause instead of guessing broadly.
- Rules out measurement artifacts before jumping to a behavioral explanation, a discipline interviewers specifically look for on drop/spike questions.
- Considers courier supply shocks (competitor pull, weather) as a real, common cause in gig-delivery marketplaces, showing domain knowledge.
- Proposes a concrete validation step, comparing affected and unaffected segments, rather than stopping at a guessed cause.
Common mistakes
- Jumping to a fix before segmenting who is cancelling and at what stage.
- Ignoring courier-side supply issues, which are a very common real cause of cancellation spikes in delivery marketplaces.
Likely follow-up questions
- What would you do in the first few hours if this were an active incident?
- How would you tell a courier-supply problem apart from a restaurant operational problem?
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More questions from these companies
- Shopify PM interview questions
- Deliveroo PM interview questions
- Delivery Hero PM interview questions
- Glovo PM interview questions
- Stripe PM interview questions
Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 2: Data fluency: SQL, logs, and reading the truth yourself
- Chapter 14: Get the job: the AI PM interview loop