How can Graham Holdings Company improve its Kaplan Test Prep online courses to better engage students and increase completion rates?

Introduction

To improve Kaplan Test Prep's online courses for better student engagement and increased completion rates, we need to analyze the current product, identify pain points, and develop targeted solutions. I'll approach this challenge systematically, focusing on user needs, product features, and measurable outcomes.

Step 1

Clarifying Questions

• Looking at the product context, I'm thinking about the specific test prep areas Kaplan covers. Could you clarify which test prep courses we're focusing on (e.g., SAT, MCAT, LSAT) and if there are any particular areas showing lower engagement?

Why it matters: Different tests may have unique challenges and user needs. Expected answer: Focus on SAT prep courses, which have shown declining completion rates. Impact on approach: Would tailor solutions specifically to SAT prep challenges and student demographics.

• Considering user behavior, I'm curious about the current course structure. Can you share insights on the average course duration, lesson frequency, and typical user engagement patterns?

Why it matters: Helps identify potential friction points in the course structure. Expected answer: 3-month courses with daily lessons, but user engagement drops significantly after the first month. Impact on approach: Would focus on maintaining engagement over time, possibly through adaptive learning paths.

• Regarding product lifecycle, where does Kaplan's online SAT prep course stand in terms of market maturity and competition? Are we looking at a saturated market or an evolving landscape?

Why it matters: Determines if we should focus on differentiation or optimization. Expected answer: Mature market with increasing competition from both traditional and tech-focused prep companies. Impact on approach: Would emphasize unique value propositions and innovative features to stand out.

• Thinking about company alignment, what are the key performance indicators (KPIs) that Kaplan is currently using to measure success for these online courses?

Why it matters: Ensures our solutions align with broader business objectives. Expected answer: Course completion rates, student score improvements, and customer satisfaction scores. Impact on approach: Would prioritize solutions that directly impact these KPIs.