What factors are contributing to the decline in new course material submissions on Top Hat's content authoring platform this semester?

Introduction

The decline in new course material submissions on Top Hat's content authoring platform this semester is a critical issue that requires immediate attention. As we analyze this product challenge, 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 a thorough examination of the problem, generation of data-driven hypotheses, and development of actionable solutions. We'll begin by clarifying the context, then rule out external factors before diving deep into the product ecosystem, user journey, and metric breakdown. This will lead us to form and validate hypotheses, ultimately resulting in a comprehensive resolution plan.

Step 1

Clarifying Questions (3 minutes)

• Given the semester-based timing, I'm thinking this could be related to academic cycles. Is this decline consistent across all academic institutions using Top Hat, or are there variations?

Why it matters: Understanding the scope helps determine if this is a systemic issue or limited to specific user segments. Expected answer: Variations exist across institutions. Impact on approach: If variations exist, we'd need to investigate institution-specific factors.

• Considering user segments, I'm curious about the instructor demographics. Has there been any shift in the types of instructors using the platform recently?

Why it matters: Changes in user demographics could explain shifts in content creation patterns. Expected answer: No significant changes in instructor demographics. Impact on approach: If demographics are stable, we'd focus more on platform or external factors.

• Regarding performance metrics, I'm wondering about the overall platform usage. Has there been a corresponding decline in student engagement or course enrollment?

Why it matters: This helps determine if the issue is isolated to content creation or part of a broader trend. Expected answer: Student engagement remains stable. Impact on approach: If engagement is stable, we'd focus specifically on instructor-side issues.

• Thinking about recent changes, have there been any updates to the content authoring tools or submission process in the past few months?

Why it matters: Recent changes could directly impact user behavior and submission rates. Expected answer: Minor updates were made to the authoring interface. Impact on approach: If changes were made, we'd investigate their potential impact on user experience and workflow.