What a lapsed-user hour actually contains

Thirty minutes is short on purpose. We ask when they last opened the app, what they needed that day, and what they did instead — then we stop.

Priya keeps a single sheet: first open (as they remember it), last useful job, the day they stopped, and the substitute — another app, a WhatsApp group, a shop downstairs. We do not walk through every screen. People who left are already being generous with half an hour.

Consent comes from the client’s list. We never surprise someone with a call from a number they do not know. If a person wants to speak in Malay or Tamil, we do that rather than force English because the product team is English-first.

The notes that land in a Retention Study are short. A useful sentence sounds like: “I stopped after the rider cancelled twice during rain in Cheras, and the refund took three days.” That sentence will not appear as a metric. It will sit next to the cohort that fell in the same week, so the room can decide whether operations or the first-open flow owns the fix.