Why has the average session duration for Course Hero's mobile app decreased by 15% among college students in the past two weeks?

Introduction

The recent 15% decrease in average session duration for Course Hero's mobile app among college students 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 this could be related to the academic calendar. Are we in the middle of a semester or approaching finals?

Why it matters: Academic cycles significantly impact student app usage. Expected answer: Mid-semester or approaching finals. Impact on approach: If mid-semester, we'd focus on engagement strategies; if near finals, we'd prioritize content relevance.

• I'm curious about the user segments affected. Is this decrease uniform across all college years, or are certain groups (e.g., freshmen, seniors) more impacted?

Why it matters: Different user groups may have distinct needs and behaviors. Expected answer: Varied impact across segments. Impact on approach: We'd tailor our solutions to the most affected groups.

• Considering potential product changes, have there been any recent updates to the app's features or UI in the past month?

Why it matters: Recent changes could directly correlate with the usage drop. Expected answer: Some updates implemented recently. Impact on approach: We'd focus on analyzing the impact of these specific changes.

• I'm wondering about the competitive landscape. Have any major competitors launched new features or marketing campaigns recently?

Why it matters: External factors could be drawing users away. Expected answer: Some competitive activity noted. Impact on approach: We'd need to assess our value proposition and differentiation strategies.