Why has the average session duration on Nutmeg's financial education hub declined by 25% over the past quarter?

Introduction

The decline in average session duration on Nutmeg's financial education hub by 25% over the past quarter is a significant issue that requires immediate attention. This metric is crucial for assessing user engagement and the effectiveness of our educational content. I'll approach this problem systematically, focusing on identifying potential root causes, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this decline coincided with any particular financial events or seasons?

Why it matters: Seasonal trends could explain temporary fluctuations in user behavior. Expected answer: No significant seasonal events correlate with the decline. Impact on approach: If seasonal, we'd focus on cyclical content strategies; if not, we'd investigate other factors.

• Considering user segments, I'm curious if this decline is uniform across all user groups. Have you noticed any particular demographic or user type more affected by this drop?

Why it matters: Identifying specific affected groups could pinpoint targeted issues. Expected answer: The decline is more pronounced among newer users. Impact on approach: We'd focus on onboarding and early-stage engagement strategies if new users are more affected.

• Thinking about recent changes, have there been any significant updates to the hub's content or user interface in the past quarter?

Why it matters: Recent changes could directly impact user behavior and session duration. Expected answer: A new content recommendation algorithm was implemented. Impact on approach: We'd scrutinize the algorithm's performance and its impact on content discovery.

• Regarding measurement accuracy, has there been any change in how session duration is tracked or calculated?

Why it matters: Ensures we're comparing apples to apples and not facing a data anomaly. Expected answer: No changes in measurement methodology. Impact on approach: If changed, we'd need to recalibrate our analysis; if not, we can proceed with investigating user behavior and content factors.