Why has Justworks's Benefits enrollment feature seen a 15% drop in completion rates over the past month?

Introduction

The recent 15% drop in completion rates for Justworks's Benefits enrollment feature is a concerning trend that requires immediate attention. As we delve into this issue, we'll employ a systematic approach to identify the root cause, validate our hypotheses, and develop both short-term and long-term solutions. Our goal is to not only address the current decline but also to strengthen the overall user experience and prevent similar issues in the future.

Step 1

Clarifying Questions (3 minutes)

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

Why it matters: Seasonal trends could explain the fluctuation and inform our solution approach. Expected answer: It's not aligned with any specific season or event. Impact on approach: If seasonal, we'd focus on adjusting for cyclical patterns; if not, we'd look deeper into product or user behavior changes.

• Considering user segments, I'm wondering if this drop is uniform across all user types. Have you noticed any particular user segments more affected than others?

Why it matters: Identifying specific affected segments could point to targeted issues or changes in user needs. Expected answer: The drop is more pronounced among small business owners. Impact on approach: We'd focus on understanding the unique challenges or changes for small business owners in relation to benefits enrollment.

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

Why it matters: Recent changes could directly impact user behavior and completion rates. Expected answer: A minor UI update was implemented three weeks ago. Impact on approach: We'd investigate the impact of the UI change on user flow and comprehension.

• Regarding data integrity, I'm curious if there have been any changes in how completion rates are measured or reported. Can you confirm the consistency of the metric definition and measurement systems?

Why it matters: Ensures we're addressing a real issue and not a data anomaly. Expected answer: No changes in measurement or reporting methods. Impact on approach: Confirms we need to look at actual user behavior and product performance rather than data discrepancies.