You are investigating a rider funnel issue in a mobile marketplace app. Over the last 2 weeks, conversion from app open to completed ride request fell from 18.4% to 15.1%, while app opens stayed flat at about 9.8M per week. The drop started shortly after a home screen update and a pricing display change, but overall demand and rider acquisition were stable. Leadership wants to know whether the issue is in intent, quote viewing, price acceptance, pickup selection, payment, or a technical failure in the request flow.
If conversion from app open to request ride dropped, how would you break down the funnel to find the issue?