How “aha moment” and the path to it change depending on the use case

This is part of a series of articles on activation and making sure users experience and appreciate your product’s value.

In this article, we will discuss what is the “aha moment” and the conditions necessary to achieve it. We will also talk about why “aha moment” and the path to it should differ depending on the problem the user is trying to solve.

→ Test your product management and data skills with this free Growth Skills Assessment Test.

→ Learn data-driven product management in Simulator by GoPractice.

→ Learn growth and realize the maximum potential of your product in Product Growth Simulator.

→ Learn to apply generative AI to create products and automate processes in Generative AI for Product Managers – Mini Simulator.

→ Learn AI/ML through practice by completing four projects around the most common AI problems in AI/ML Simulator for Product Managers.

Onboarding and activation bridge the gap between the objective value of the product and the subjective experience of the user. In other words, they help users understand why they should choose your product instead of other solutions they know.

In the previous article, we found out that to measure the effectiveness of activation, you need to use retention in the target action, or the amount of “job” that the product fulfills for a cohort of users. This approach allows you to measure how many users have realized the benefits of the product and made it part of their lives. 

But we also want to understand on a deeper level how users are affected by product changes, and around which key actions the first session and onboarding should be built.

To answer this question, we have to study a successful user who has realized the value of the product, and retrace their steps from success backwards.

Key Steps to User Success

A successful user is someone who is regularly using your product (and not the alternatives) to solve problems in their life. The more “job” a product fulfills for the user, the better.

To enter this state, the new user must experience an “aha moment.” This is the moment the user first feels the added value of the product and realizes the benefits of having in their life.

For the user to reach “aha moment” and experience the value usually different conditions must be met. Understanding these prerequisites is critical for building an effective activation process.

Examples of user activation paths in different products

Activation in dating apps

Let’s consider user activation in a dating application.

A successful user is one who tried the application, and after a while began to choose it to find a date partner.

To do this, the user must experience the added value of the product, i.e., they must feel rewarded for the time invested in the service shortly after registration. This reward must either be significantly better than alternative products, or at least increase the overall efficiency of solving the problem to makes sense for the user to use several solutions at the same time (for example, installing and using an extra dating app might be more effective than using just one).

A potential example of an “aha moment” would be to arrange a date within two days of registering. Another example could be a high-quality and exciting chat with another user during the day after registration. Such target events will allow users to feel the progress in solving the problem.

The necessary conditions to achieve the “aha moment”:

• First, the user must upload a photo and fill out a profile. The probability of receiving an answer without a photo or a full profile tends to zero.
• Second, the user must find and like several other profiles. To do this, the application must have other people from the user’s city.
• Third, the user must receive at least one like back. This is required to start a chat. Achieving the “aha moment” without meeting these conditions is impossible.

Activation in fast food delivery

Consider user activation in a 15-minute food delivery service.

A successful user is one who tried the service and began using it regularly to order food. The user’s level of success is proportionate to the share of their food budget they are spending on the service (in comparison to alternatives).

A potential “aha moment” could be the successful delivery of the first order within the advertised time. Many users realize at this moment that ordering products in the application is much more convenient and easier than going to the store. This is especially true if the user is already in the middle of cooking something or if the weather is extremely unpleasant.

The necessary conditions to achieve the “aha moment”:

• First, the user must be in the service area.
• Second, the range of available products should cover the user’s task.
• Third, the user must successfully connect and use one of the available payment methods.
• Fourth, the courier must deliver the assembled package within the promised time.