Why has Maven Clinic's virtual lactation support service seen a 30% drop in user engagement over the past month?

Introduction

Maven Clinic's virtual lactation support service has experienced a significant 30% drop in user engagement over the past month. This decline in a critical metric requires a thorough investigation to identify the root cause and develop effective solutions. I'll approach this analysis systematically, examining both internal and external factors that could contribute to this engagement drop.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this drop coincided with any particular time of year or event?

Why it matters: Seasonal patterns could explain engagement fluctuations. Expected answer: No clear seasonal pattern identified. Impact on approach: If seasonal, we'd focus on cyclical strategies; if not, we'd investigate other factors.

• Considering user segments, I'm curious about the engagement drop distribution. Is the 30% decrease uniform across all user groups, or are certain segments more affected?

Why it matters: Helps pinpoint if the issue is global or segment-specific. Expected answer: The drop is more pronounced in first-time mothers. Impact on approach: We'd tailor our investigation and solutions to the most affected segments.

• Thinking about recent changes, have there been any updates to the virtual lactation support service in the past 1-2 months?

Why it matters: Recent changes could directly impact user engagement. Expected answer: A new UI was implemented six weeks ago. Impact on approach: We'd focus on the impact of recent changes and potential rollback strategies.

• Regarding the engagement metric, can you confirm if there have been any changes in how we measure or define user engagement for this service?

Why it matters: Ensures we're comparing apples to apples in our analysis. Expected answer: No changes in metric definition or measurement. Impact on approach: If changed, we'd reassess the metric; if not, we'd focus on actual engagement factors.