How can we explain the sudden 25% decline in user engagement with BetterUp's mobile app over the last two weeks?

Introduction

The sudden 25% decline in user engagement with BetterUp's mobile app over the last two weeks is a critical issue that demands 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 potential factors, data analysis, and hypothesis generation. We'll prioritize understanding the user journey, breaking down the engagement metric, and formulating data-driven hypotheses. Throughout this process, we'll maintain a focus on actionable insights and strategic solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent app update. Has there been any significant changes or updates to the app in the last month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was an update two weeks ago. Impact on approach: If confirmed, we'd focus on changes introduced in the update.

• Considering user segments, I'm curious about the distribution of this decline. Is the 25% drop uniform across all user segments or concentrated in specific groups?

Why it matters: Helps identify if it's a global issue or specific to certain users. Expected answer: The decline is more pronounced in newer users. Impact on approach: We'd investigate onboarding and new user experience if this is the case.

• Given the nature of BetterUp's service, I'm wondering about the coaching session scheduling. Has there been any change in the availability or scheduling process for coaching sessions recently?

Why it matters: Core functionality changes could significantly impact engagement. Expected answer: No changes to scheduling, but there's been a slight decrease in coach availability. Impact on approach: We'd explore the relationship between coach availability and user engagement.

• Thinking about external factors, have there been any changes in marketing campaigns or user acquisition strategies in the past month?

Why it matters: Changes in user acquisition could affect the quality or expectations of new users. Expected answer: A new marketing campaign was launched three weeks ago. Impact on approach: We'd examine the alignment between marketing messages and actual user experience.