with an effective framework
You’ll boost your product metrics by creating a new activation mechanism.
- Completion time: 1 week
- Format: framework + theory and example-based materials
- Price: $199 available for free
Activation is one of the most powerful levers for improving product metrics
What you gain
Who this framework is for
- Product managers with a validated value proposition
- Members of activation or onboarding teams
- Anyone looking to dive deep into activation
What you get
- Identify Aha moments for key Jobs to be Done (JTBDs)
- Design a new activation mechanism tailored for your product
- Generate dozens of hypotheses to improve key product metrics
- Master a systematic approach to working on activation
The activation framework was developed by
- Founder of GoPractice — a leader in product management education.
- Early team member at Workplace by Meta (from launch to 2 million paying users).
- As a product manager, launched games with tens of millions of players.
- As a director of product, helped grow API.AI (acquired by Google)
- Led analytics at MSQRD (acquired by Meta).
- Played a key role in validating and improving the framework.
- Product leader and activation evangelist with over 13 years in tech (Yandex, T-Bank)
- 7 years of experience leading activation and onboarding teams.
How to apply this framework
- Apply it to any product—B2C or B2B, online or offline. The core principles are universal.
- Work solo or with a team of 2–4 people involved in activation (product + marketing is the ideal combo).
- Study the framework and supporting resources, conduct research, and complete the exercises.
- In just 7 days, you can uncover your first insights that will transform how you understand your product and users’ needs.
- In 4–5 weeks, you’ll develop a new, effective activation mechanism and generate 50+ hypotheses for continued improvements.
Program
You will identify:
- Key JTBDs where product/market fit has been achieved
- Direct and indirect alternatives to your product
- Your product’s added value compared to these alternatives
You’ll also explore:
- When it makes sense to work on user activation
- How activation creates a nonlinear impact on product growth
- When users are actually ready to perceive the product’s value
- The difference between objective and perceived value
You’ll explore how users transition from their first contact with the product to realizing its value. To do achieve this, you will:
- Identify Aha moments — the points where users recognize the value
- Study triggers that spark interest and the main paths that lead to value
You’ll learn:
- What is an Aha moment
- How to properly measure activation effectiveness
- How to identify and select Aha moments, including across different use cases
- How to define the necessary conditions for reaching an Aha moment
- Common mistakes to avoid when working with Aha moments
Tools you’ll use:
- JTBD-research
- User session analysis
- You’ll identify the necessary conditions for users to reach Aha moments and the core building blocks of a new activation mechanism — across product experience, notifications, human touchpoints, and other relevant factors.
- You’ll also visualize the activation Customer Journey Map (CJM) to align your team and make it easier to work with hypotheses.
You’ll also learn:
- What is Time to Value and why it’s a key lever for improving the effectiveness of activation
- How Time to Value and product complexity shape the building blocks of activation
- Why activation begins long before a user signs up
- What activation building blocks exist at the product level
- When and why to involve people in the activation process
Tools you’ll use:
- CJM for working on activation
- CJM for testing activation across multiple use cases
- You’ll design a new activation flow by synthesizing everything you’ve worked on so far—the understanding of objective value, how users perceive that value, and the specifics of your product and business.
- You’ll refine this new structure using the “Cost–Benefit” framework.
- You’ll also identify ways to tailor the activation flow to different JTBD (Jobs to Be Done).
You’ll also learn:
- A real case of designing onboarding and activation in reverse
- How to use specific tools to build and optimize your flow
Tools you’ll use:
- Reverse flow design
- The “Cost–Benefit” framework
- You’ll apply practices to reduce friction and increase user motivation.
- Use a framework to analyze how your product’s value is communicated to users.
- Generate and prioritize a list of hypotheses to further improve activation.
You’ll also learn:
- When to start optimizing and how small improvements accumulate
- How to optimize activation by reducing friction and increasing motivation
- How to optimize activation using additional user data
Tools you’ll use:
- A framework for analyzing how you communicate your product’s value
- Activation hypotheses that you will generate throughout the process of working with the framework
Loved by students at top companies
Key results
- Develop an effective activation flow that converts more users into regulars.
- Learn how to impact key product metrics through activation and onboarding
- Walk away with 50+ hypotheses to continuously improve activation in your product
- Revisit the framework and examples anytime— so your improvement cycle never stops
Corporate training with an activation expert
- 5 weeks of online learning
- 6 expert-led calls
- Groups starting from 3 team members
To get the full details and learn more, fill out this short form.
Reviews
Q&A
No, it's not a simulator. There is no simulated product here, on which you can go through training and get skills.
To learn and apply the framework, you need your own product with confirmed value (found product/market fit), as well as access to managing activation and making changes to it.
To learn and apply the framework, you need your own product with confirmed value (found product/market fit), as well as access to managing activation and making changes to it.
Activation is the entire process from the first contact with the product (heard from a friend, saw an ad, found a mention online) to the recognition of the product's value in the process of using it (oh, this is a useful thing, I will use it again).
In other words, it's far from just onboarding, but also everything before and after it.
In the ideal case, approach the learning and application of the framework as a team of 2–4 people working on the product and activation in it. Joint study and discussion of materials, as well as conducting research and completing assignments will help achieve greater efficiency, come up with more diverse hypotheses for testing.
If you don't have the opportunity to invite several participants, then the most relevant roles are product managers working in the activation or growth zone of the product, as well as their colleagues on the intersection with marketing.
Still have questions?
Email the GoPractice team at contacts@gopractice.io or via the messenger plug-in located at the bottom right, and we will respond as soon as possible.