What factors are causing the sudden 30% decrease in new user registrations for Elsevier's Mendeley reference manager in the last quarter?

Introduction

Elsevier's Mendeley reference manager is facing a critical 30% decrease in new user registrations over the last quarter. This sudden drop demands immediate attention and a thorough analysis to identify the root cause and implement effective solutions. I'll approach this issue systematically, examining both internal and external factors that could be contributing to this decline.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any recent product updates or changes to the onboarding process. Have there been any significant modifications to Mendeley's features or user interface in the past quarter?

Why it matters: Recent changes could directly impact new user registrations. Expected answer: Information about recent updates or lack thereof. Impact on approach: If changes were made, we'd focus on those specific areas; if not, we'd look at other factors.

• Given the academic nature of Mendeley, I'm curious about the academic calendar. Does the 30% decrease align with any particular academic cycle or season?

Why it matters: Academic cycles could significantly influence registration patterns. Expected answer: Information about academic calendars and historical registration trends. Impact on approach: If aligned with academic cycles, we'd consider seasonal strategies; if not, we'd investigate other causes.

• Thinking about user segments, has there been a change in the demographics or geographic distribution of new registrations? Are certain user groups disproportionately affected?

Why it matters: Identifying affected segments could point to specific issues or market changes. Expected answer: Data on user demographics and geographic distribution. Impact on approach: We'd tailor our investigation and solutions to the most affected segments.

• Considering potential technical issues, have there been any reported problems with the registration process itself, such as server downtime or bugs in the sign-up flow?

Why it matters: Technical issues could directly impact registration numbers. Expected answer: Information about any known technical issues or lack thereof. Impact on approach: If technical issues are present, we'd prioritize fixing them; if not, we'd focus on other areas.