How did changes to Exxat's onboarding process result in a 15% decline in new user activations for the curriculum management tool?

Introduction

Exxat's curriculum management tool has experienced a 15% decline in new user activations following changes to the onboarding process. This significant drop warrants a thorough investigation to identify the root cause and implement effective solutions. I'll approach this analysis systematically, examining both internal and external factors that could contribute to the decline.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if the changes to the onboarding process were recent. When exactly were these changes implemented?

Why it matters: Helps establish a timeline and potential correlation. Expected answer: Within the last 1-3 months. Impact on approach: If recent, we'd focus on immediate effects; if longer, we'd look for gradual decline patterns.

• Given the specific 15% decline, I'm curious about the baseline activation rate. What was the typical activation rate before the changes?

Why it matters: Provides context for the severity of the decline. Expected answer: Around 70-80% activation rate. Impact on approach: A higher baseline would indicate a more serious issue, while a lower one might suggest ongoing challenges.

• Thinking about user segments, I'm wondering if the decline is uniform across all user types. Have you noticed any differences in activation rates among various user groups?

Why it matters: Helps identify if the issue is global or specific to certain users. Expected answer: Decline is more pronounced among new institutional users. Impact on approach: Would focus on tailoring solutions to specific user segments if differences exist.

• Considering potential system issues, I'm curious if there have been any technical problems reported during the onboarding process. Have there been any significant error logs or user-reported issues?

Why it matters: Rules out or confirms technical factors contributing to the decline. Expected answer: Some increase in error rates during onboarding steps. Impact on approach: Would prioritize technical fixes if significant issues are identified.