How might EAB refine its Enrollment Services to help institutions more effectively reach and engage prospective students from underrepresented backgrounds?

Introduction

To refine EAB's Enrollment Services and improve engagement with prospective students from underrepresented backgrounds, we need to take a comprehensive approach. I'll analyze the current product, identify key user segments, pinpoint pain points, and propose innovative solutions. Let's begin by clarifying some crucial aspects of the problem.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking EAB's Enrollment Services might be at a critical stage where diversity and inclusion efforts are becoming increasingly important. Could you help me understand the current diversity metrics for institutions using our services and how they compare to industry benchmarks?

Why it matters: Determines the urgency and scale of the problem we're addressing. Expected answer: Our institutions are below industry averages for enrolling underrepresented students. Impact on approach: Would focus on aggressive, transformative solutions rather than incremental improvements.

• Considering user behavior, I'm curious about the current engagement patterns of underrepresented students with our existing services. Can you share any data on how these students interact with our platform compared to other demographic groups?

Why it matters: Helps identify specific areas where we're falling short in reaching these students. Expected answer: Lower engagement rates across multiple touchpoints (e.g., email opens, website visits, event attendance). Impact on approach: Would prioritize solutions that address these specific engagement gaps.

• Thinking about external factors, I'm wondering about the competitive landscape. How do our diversity and inclusion efforts compare to other enrollment service providers, and are there any emerging best practices we should consider?

Why it matters: Ensures our solutions are competitive and incorporates industry-leading approaches. Expected answer: Some competitors have launched targeted programs with promising early results. Impact on approach: Would look to adapt and improve upon successful competitor strategies.

• Considering company alignment, I'd like to understand how this initiative fits into EAB's broader strategic goals. Are there specific diversity targets or partnerships we're aiming to achieve in the next 1-3 years?

Why it matters: Ensures our solutions align with and support overall company objectives. Expected answer: EAB has set ambitious diversity goals and is forming partnerships with organizations focused on underrepresented students. Impact on approach: Would prioritize solutions that support these specific goals and leverage potential partnerships.