What factors are contributing to the 30% drop in student engagement with Alma's online therapy booking platform since the start of the semester?

Introduction

The 30% drop in student engagement with Alma's online therapy booking platform since the semester's start is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term and long-term implications for the platform's success.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be related to the academic calendar. Has the drop in engagement coincided exactly with the start of the semester, or was there a gradual decline?

Why it matters: Understanding the timing helps pinpoint whether the issue is directly related to academic pressures or other factors. Expected answer: The drop occurred sharply at the semester's start. Impact on approach: A sudden drop would suggest investigating semester-specific factors more closely.

• Considering user segments, I'm curious about the engagement patterns across different student groups. Are we seeing uniform drops across all years (freshmen to seniors), or are certain groups more affected?

Why it matters: This helps identify if the issue is universal or specific to certain user segments. Expected answer: The drop is more pronounced among upperclassmen. Impact on approach: If true, we'd focus on understanding the unique needs of more experienced students.

• Thinking about recent changes, have there been any updates to the platform's user interface or booking process in the weeks leading up to the semester?

Why it matters: Recent changes could directly impact user behavior and engagement. Expected answer: A minor update to the booking flow was implemented two weeks before the semester. Impact on approach: This would prompt a deeper investigation into the impact of these specific changes.

• Considering external factors, has there been any change in the availability of in-person counseling services on campus this semester compared to previous ones?

Why it matters: Changes in alternative services could affect demand for the online platform. Expected answer: The university has expanded in-person counseling hours this semester. Impact on approach: This would lead us to examine how our online offering compares to in-person options.