Why has ApplyBoard's student application submission rate dropped by 15% over the past month?

Introduction

ApplyBoard's 15% drop in student application submission rate over the past month is a critical issue that demands immediate attention. As we analyze this product challenge, I'll employ a systematic framework to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

My approach will involve a thorough examination of internal and external factors, data analysis, hypothesis generation, and validation strategies. We'll explore technical, user behavior, and product-related aspects to uncover the underlying reasons for this significant decline.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Can you confirm if this 15% drop is compared to the previous month or the same month last year?

Why it matters: Seasonal fluctuations could explain the drop and impact our solution approach. Expected answer: Comparison to the previous month. Impact on approach: If seasonal, we'd focus on year-over-year comparisons and long-term trends.

• Considering the complexity of the application process, I'm wondering about any recent changes. Have there been any updates to the application workflow or user interface in the past 1-2 months?

Why it matters: Recent changes could directly impact user behavior and submission rates. Expected answer: Minor UI updates were implemented. Impact on approach: We'd scrutinize these changes and their potential effects on user experience.

• Given the global nature of student applications, I'm curious about geographic trends. Has this 15% drop been consistent across all regions, or are some areas more affected than others?

Why it matters: Regional variations could point to localized issues or market-specific factors. Expected answer: The drop is more pronounced in certain regions. Impact on approach: We'd focus on region-specific analyses and tailored solutions.

• Thinking about the application funnel, I'm interested in understanding where exactly the drop is occurring. At which stage of the application process are we seeing the most significant decrease in submissions?

Why it matters: Pinpointing the exact stage helps narrow down potential causes and focus our investigation. Expected answer: The drop is most noticeable at the final submission stage. Impact on approach: We'd concentrate on factors affecting users' decision to complete and submit their applications.