Business Context

ClipCraft is a short-form video creation platform where creators record, edit, and publish videos. Over the last 6 weeks, creator growth has slowed even though creator signups are up 18% month over month.

Metric Scenario

The Head of Product believes creators are getting stuck somewhere in the creation workflow. In the latest month, 120,000 new creators started onboarding, 96,000 connected a channel, 78,000 opened the editor, 52,000 uploaded raw footage, 34,000 exported a draft, and 21,000 published at least one video within 7 days. Day-14 creator retention for new creators also fell from 41% to 33%. Mobile creators publish at 14%, versus 24% on desktop. Creators using templates publish at 29%, versus 15% for those starting from scratch. Average time from signup to first publish increased from 2.8 days to 4.1 days.

Stakeholders want to know where creators are getting stuck, whether the issue is onboarding, editing, or publishing, and which segments should be prioritized first.

Requirements

1. Define the primary metric you would use to identify where creators are getting stuck.
2. Decompose the creator journey into a measurable funnel and identify the largest drop-off points.
3. Explain how you would distinguish between a volume problem, a conversion problem, and a retention problem.
4. Propose the first 3 analyses or cuts you would run to isolate root causes.
5. Recommend 3 concrete actions based on likely findings, plus guardrail metrics.

Data Available

• creator_signup_events
• onboarding_events
• editor_events
• asset_upload_events
• export_events
• publish_events
• creator_profile_dim
• support_tickets