Why has Sword Health's digital physical therapy program seen a 20% drop in user engagement over the past month?

Introduction

Sword Health's digital physical therapy program has experienced a significant 20% drop in user engagement over the past month. This decline raises concerns about the product's effectiveness and user satisfaction. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both immediate and long-term implications.

Step 1

Clarifying Questions (3 minutes)

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

Why it matters: Seasonal patterns could explain temporary fluctuations. Expected answer: No clear seasonal pattern identified. Impact on approach: If seasonal, we'd focus on annual trends; if not, we'd investigate recent changes.

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

Why it matters: Helps pinpoint if the issue is global or specific to certain demographics. Expected answer: The drop is more pronounced in older users. Impact on approach: We'd focus on understanding the needs and challenges of the most affected group.

• Thinking about recent changes, have there been any updates to the app or therapy programs in the last 1-2 months?

Why it matters: Recent changes could directly impact user engagement. Expected answer: A new UI was implemented about 6 weeks ago. Impact on approach: We'd investigate the impact of the UI change on user behavior.

• Regarding the engagement metric, I'm curious about its definition. Has there been any change in how engagement is measured or tracked?

Why it matters: Ensures we're comparing apples to apples in our analysis. Expected answer: No changes in metric definition or tracking. Impact on approach: If changed, we'd need to recalibrate our analysis; if not, we can proceed with historical comparisons.