Why has member engagement with Cityblock's care management app declined by 25% among elderly patients in the past 60 days?

Introduction

The recent 25% decline in member engagement with Cityblock's care management app among elderly patients over the past 60 days is a critical issue that demands immediate attention. This significant drop in engagement could have far-reaching consequences for patient health outcomes and the overall effectiveness of our care management program. To address this problem, I'll employ a systematic approach to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the user segment, I'm thinking about accessibility issues. Have we seen any changes in app usability metrics for elderly patients specifically?

Why it matters: Accessibility is crucial for elderly users and could directly impact engagement. Expected answer: There might be a slight decrease in usability scores. Impact on approach: If confirmed, we'd prioritize UX improvements for elderly users.

• Considering the timeframe, I'm wondering about any recent app updates. Were there any significant changes to the app's features or UI in the past 90 days?

Why it matters: Recent changes could explain the sudden drop in engagement. Expected answer: A major update was released about 75 days ago. Impact on approach: We'd focus on analyzing the impact of specific changes in that update.

• Thinking about external factors, has there been any change in how we're measuring engagement or in the definition of an "engaged" user?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in measurement or definition. Impact on approach: If changed, we'd need to recalibrate our analysis based on the new metrics.

• Considering the care management context, have there been any changes in care protocols or provider interactions that might affect app usage?

Why it matters: App engagement is likely tied to overall care management processes. Expected answer: Some new care protocols were introduced recently. Impact on approach: We'd investigate how these protocols interact with app usage.