Laura Schaffer is the brand-new VP of Growth at Amplitude. Prior to this role, she spent over 10 years leading product management and growth teams at Twilio, Bandwidth, and Rapid.
User Activation
Tax/benefit framework for analyzing user activation
(…) we will go into depth with what we call the “tax/benefit framework”. This is a way of conceptualizing changes in motivation over time as the user goes through the activation flow.
Reducing friction, strengthening user motivation: onboarding scenarios and solutions
Reducing friction on the user’s journey to value is one of the most important levers we have for improving activation. Let’s look at some of the most common approaches that can help to spot resistance lurking in the activation mechanisms of your own products.
Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)
Lauryn Isford is a product growth leader and practitioner, who most recently led Growth at Airtable, and is about to start something new. In today’s episode, we get into the many tactics Lauryn has learned about optimizing onboarding flows.
Getting customer insights with user tests
Test your hypothesis with real users before you actually build an effective onboarding ux with these tips on user testing
User onboarding: best practices
A great user onboarding experience shortens the time it takes for users to understand the value of your product, and get to their first “Aha” or “Wow” moment
How to improve user activation by obtaining and leveraging additional user data
A product’s added value depends on context: the use case, alternative products known and available to the user, current method for performing the job-to-be-done, and user’s personal preferences and tastes.
When to invest in optimizing user onboarding and activation
For many product managers, improving activation is synonymous with optimizing the onboarding process. They identify key steps on the value journey of new clients, calculate user dropout rates, create hypotheses for making improvements, and start testing these hypotheses experimentally. These changes will probably be targeted and small: tweaks to form logic, rewrites of notifications and emails, mobile-friendly design, and so […]
Why objective vs. perceived product value matters for activation
In our previous articles, we showed how people change the way they get a job done after finding a new product whose benefits outweigh the cost of switching. But it’s not enough just to make a product that does the job significantly better. People make decisions based not on a product’s objective value, but its subjective perceived value—how that particular […]
How to Use In-App Tutorials to Educate your Users and Increase Product Adoption
An in-app tutorial is an interactive guide that runs on top of your user interface and is meant to provide guidance and in-app training within your product. These could be video tutorials that run in-app or step-by-step guides (also known as app walkthroughs or interactive walkthroughs).
3 tips for improving feature adoption at scale
You’ve done your market research. Surveyed your community. Figured out exactly what problem is plaguing your users. Worked with your development team to build a killer new offering (then QA’ed the heck out of it). And, finally, released your shiny new feature into production. The only problem is… no one is using it.
Testing user activation fit for diverse use cases
We previously have discussed how to design activation mechanisms for a particular use case. This approach involves working backwards, starting with product value and culminating with acquisition channels and landing pages. But what about situations when a product has product/market fit for several different use cases? Users will come to the product with different jobs they want to get done. Depending…
Optimize user activation by reducing friction and strengthening motivation
When you want to optimize your product’s onboarding and activation, one of the best approaches is to systematically reduce friction and strengthen user motivation for every step on the path to value. Here we will discuss how to apply this two-pronged approach to your own product.
Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)
Lauryn Isford is a product growth leader and practitioner, who most recently led Growth at Airtable, and is about to start something new 🤫. In today’s episode, we get into the many tactics Lauryn has learned about optimizing onboarding flows. Lauryn describes how overhauling Airtable’s onboarding led to a 20% increase in activation rate, the company’s unique segmentation process, and why North Star metrics are so vital. Lauryn also shares her framework for a PLG growth funnel, and how to use a reverse trial to leverage the benefits of both freemium products and trials. If you’re looking to find growth opportunities within your funnel, this episode is for you.