Why has the adoption rate of Collective Health's mobile app declined among new clients onboarded in the last 60 days?

Introduction

The recent decline in Collective Health's mobile app adoption among new clients onboarded in the last 60 days is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a correlation with recent onboarding changes. Have there been any modifications to the onboarding process for new clients in the past 90 days?

Why it matters: Changes in onboarding could directly impact app adoption rates. Expected answer: Yes, we've streamlined the process to reduce time-to-value. Impact on approach: If confirmed, we'd focus on analyzing the new onboarding flow for potential barriers to app adoption.

• Considering user segments, I'm curious about the demographics of these new clients. Are they significantly different from our existing client base in terms of industry, company size, or employee demographics?

Why it matters: Different user segments may have varying needs or preferences that affect app adoption. Expected answer: The new clients are from more diverse industries than our typical base. Impact on approach: We'd need to investigate if our app features align with the needs of these new industries.

• Thinking about the app itself, have there been any recent updates or feature changes that coincide with the observed decline in adoption?

Why it matters: New features or UI changes could potentially create friction for new users. Expected answer: We rolled out a new UI design about 75 days ago. Impact on approach: We'd focus on analyzing user feedback and usage patterns related to the new UI.

• Considering external factors, has there been any change in how we're measuring or defining "adoption rate" for new clients?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes to the definition or measurement of adoption rate. Impact on approach: If confirmed, we can rule out measurement issues and focus on actual adoption behaviors.