Category posts
Product

All about the product: product/market fit, Retention, metrics, unit economics, LTV, cohort analysis, added value, etc. Find out about the basics or go deeper and explore nuanced topics.
Author:
Oleg Ya
Why objective vs. perceived product value matters for activation
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 person happens to feel about the product.

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Author:
Oleg Ya
Value windows: finding when users are ready to benefit from your product
Value windows: finding when users are ready to benefit from your product

You’ve built a product and found a user segment for which you have product/market fit. If users from this segment learn about your product and experience its value for themselves, they will choose it for getting the job done.

This is when you start planning how to get the word out to potential users about your product’s value. But what happens if you simply say that you have some new way of solving their problem? Odds are that their behavior won’t change.

Generally speaking, people want to go with the flow and are reluctant to try new things.

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Author:
Oleg Ya
How to design and run JTBD research interviews: guide and templates
How to design and run JTBD research interviews: guide and templates

For a thoughtful approach to product growth and development, it’s critical to know the tasks and contexts that create the jobs-to-be-done (JTBDs) handled by your product.

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Author:
Editorial
Not every product is habit-forming, but all products can have loyal users
Not every product is habit-forming, but all products can have loyal users

We began this series with how product habits get made and why the neurotransmitter dopamine is so important for this process. Then we looked at the Hook Model, which Nir Eyal created to explain habit formation. Here in our concluding article, we will look at which products by definition cannot be habit-forming, what user habits can be confused with, and alternative ways to encourage users to interact with a product more often.

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Author:
Oleg Ya
User activation starts long before sign-up
User activation starts long before sign-up

Activation refers to more than just onboarding and the initial in-product experience. For most products, activation starts long before. It’s important to prime potential users in advance, especially for products with extended time to value or a long sales cycle.

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Author:
Editorial
Hook Model: encouraging a product habit to improve retention
Hook Model: encouraging a product habit to improve retention

Regular use of a product can become a habit. In the previous article we zoomed in on dopamine’s role in this process. This time we will look at a way of thinking about habit formation called the Hook Model, proposed by Nir Eyal.

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Author:
Oleg Ya
Designing activation in reverse: value first, acquisition channels last
Designing activation in reverse: value first, acquisition channels last

Teams usually design onboarding from the start of the funnel: acquisition channels, followed by a landing page, main features, and then the paid version. But this can lead to a clumsy and ineffective activation flow. Users get lost, conversions stay low, and the unit economics fail to turn positive.

In this article, Ilia Krasinskii and Oleg Ya will share the story of a real product that had this problem, which was solved by designing activation in reverse: by starting with added value and only then moving toward acquisition channels.

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Author:
Editorial
How product habits are formed and what dopamine has to do with it
How product habits are formed and what dopamine has to do with it

User habits can have a big impact on a product’s long-term success. We will kick off our discussion of habits with how people develop them and the ways in which popular products nudge users to keep coming back.

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Author:
Oleg Ya
CJM: from first encounter to the “aha moment”
CJM: from first encounter to the “aha moment”

Making smart activation decisions is much easier when you have a map of the customer journey from first encounter to the “aha moment”.

Because most teams don’t have this kind of Customer Journey Map, they have a limited understanding of how their product’s value is felt. Therefore, they lose the ability to shape this process in a thoughtful way.

This article will teach you to build a Customer Journey Map from first encounter to an “aha moment” reflecting the product’s value, and show why CJMs give a better way to think about the activation process.

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Author:
Oleg Ya
Session analysis: an important tool for designing activation
Session analysis: an important tool for designing activation

Session analysis is a powerful method for improving the activation process. It allows looking at the product from the perspective of a specific user and observing their journey inside it, from the moment they open it for the first time to when they recognize the product’s value and convert.

Here we will discuss how to use session analysis for designing activation and examine several case studies involving real products.

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