How can we explain the sudden 30% decrease in new user signups for ID.me's healthcare partner integrations over the last quarter?

Introduction

The sudden 30% decrease in new user signups for ID.me's healthcare partner integrations over the last quarter is a critical issue that demands immediate attention. This significant drop in a key performance metric could have far-reaching implications for our business relationships, revenue, and overall product strategy. To address this challenge, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Given the specific timeframe, I'm wondering about recent changes. Have there been any significant updates to the healthcare partner integration process in the last quarter?

Why it matters: Recent changes could directly impact user signups. Expected answer: Yes, we implemented a new verification step. Impact on approach: If confirmed, we'd focus on the new process as a primary area of investigation.

• Considering user segments, I'm curious about the distribution of the decrease. Is the 30% drop uniform across all healthcare partners, or are some more affected than others?

Why it matters: This helps identify if the issue is systemic or partner-specific. Expected answer: The decrease varies, with some partners seeing up to 50% drops. Impact on approach: Uneven distribution would lead us to investigate partner-specific factors.

• Thinking about user behavior, has there been any change in the conversion funnel before the final signup step?

Why it matters: This could indicate where in the process users are dropping off. Expected answer: We've noticed a significant increase in abandonment at the identity verification stage. Impact on approach: This would focus our attention on the verification process and its user experience.

• Considering external factors, have there been any changes in healthcare regulations or policies that might affect user willingness to sign up?

Why it matters: External factors could be influencing user behavior beyond our control. Expected answer: No major regulatory changes, but there's been increased media attention on data privacy in healthcare. Impact on approach: This would lead us to examine our communication of data security measures.