Why has ITHAKA's JSTOR database seen a 15% drop in article downloads over the past month?

Introduction

JSTOR's 15% drop in article downloads over the past month is a significant issue that requires immediate attention. As we analyze this product problem, we'll follow a systematic framework to identify, validate, and address the root cause while considering both immediate and long-term implications. Our approach will involve clarifying the context, ruling out external factors, understanding the product and user journey, breaking down the metric, gathering data, forming hypotheses, conducting root cause analysis, and proposing validation methods and solutions.

Step 1

Clarifying Questions (3 minutes)

• Given the sudden drop, I'm wondering about recent changes. Have there been any significant updates to JSTOR's interface or search algorithms in the past 1-2 months?

Why it matters: Recent changes could directly impact user behavior and download patterns. Expected answer: Yes, there was a minor update to the search algorithm. Impact on approach: If confirmed, we'd focus on analyzing the impact of this change on user search behavior and results relevance.

• Considering user segments, I'm curious about the distribution of the decline. Is the 15% drop uniform across all user types (students, researchers, institutions), or is it more pronounced in specific segments?

Why it matters: Understanding which segments are most affected will help target our investigation and solutions. Expected answer: The drop is more significant among student users. Impact on approach: We'd prioritize investigating factors specifically affecting student engagement and usage patterns.

• Thinking about content, I'm wondering if the decline is consistent across all academic disciplines or if certain subject areas are more affected?

Why it matters: This could indicate issues with content relevance or availability in specific fields. Expected answer: Social sciences and humanities show a larger decline compared to STEM fields. Impact on approach: We'd focus on content quality, relevance, and accessibility in the most affected disciplines.

• Considering external factors, has there been any change in institutional subscriptions or access policies during this period?

Why it matters: Changes in access could directly impact download numbers. Expected answer: No significant changes in subscriptions or policies. Impact on approach: If confirmed, we'd shift focus to internal factors and user behavior rather than access issues.