MixedHard35 minE-commerce

The refund rush

A product case question from a product manager interview, set at Dashly, a fictional quick commerce company.

The question

You're a PM at Dashly, a 10-minute grocery and essentials delivery app in 12 Indian cities. Refund claims (customer reports that an item was missing, damaged or poor quality) are up 61% over the last three weeks. Orders are flat. Figure out what's going on and what you would do about it.

Skills this case tests

Spike segmentationFraud vs ops failureFriction trade-offs

A starting metric tree

Weekly refund cost = orders × claim rate × average refund

How to approach this case

Clarify what counts as a claim (refunds ledger or support tickets), whether you are looking at count or value, and confirm orders really are flat. Once refund cost is split into orders, claim rate and average refund, it's clear which part to dig into. Segment the spike by reason code, by city and by account age, and check how concentrated it is: a rise spread evenly across customers and one driven by a small set of accounts call for opposite responses. Look at the claim flow in the app as well as store operations, and test any operations theory against audit data. Find a fair comparison group before calling the cause. A strong close sizes the weekly cost, protects honest customers from blanket friction, and explains how you will notice if behaviour adapts after the fix.

The full method for mixed diagnose-and-decide questions · A worked example answer

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