Why has Ad Hoc's Healthcare.gov enrollment flow seen a 15% drop in completion rates over the past month?

Introduction

The recent 15% drop in Healthcare.gov enrollment flow completion rates is a critical issue that demands immediate attention. This analysis will systematically identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications for Ad Hoc's Healthcare.gov platform.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal factor. Has this drop coincided with any particular time of year or event?

Why it matters: Seasonal patterns could explain the fluctuation and inform our solution approach. Expected answer: The drop occurred outside of typical enrollment periods. Impact on approach: If seasonal, we'd focus on optimizing for peak periods; if not, we'd investigate recent changes.

• Considering user segments, I'm curious if this drop is uniform across all user types. Are we seeing any differences in completion rates between new and returning users?

Why it matters: Different user behaviors could point to specific pain points in the enrollment flow. Expected answer: The drop is more pronounced among new users. Impact on approach: If new users are more affected, we'd focus on onboarding and first-time user experience.

• Thinking about recent changes, have there been any updates to the enrollment flow or backend systems in the past month?

Why it matters: Recent changes could directly correlate with the drop in completion rates. Expected answer: A minor update was made to the identity verification step. Impact on approach: If changes were made, we'd prioritize investigating those specific areas first.

• Considering data integrity, has there been any change in how completion rates are measured or reported?

Why it matters: Ensures we're addressing a real issue and not a reporting anomaly. Expected answer: No changes in measurement or reporting methods. Impact on approach: If measurement changed, we'd need to reassess the actual impact before proceeding.