07 · Territory · Deliver first value
Activation
How do we turn someone who tries the product into someone who experiences its value?
Map19 skills
5 capabilitiesClick a tile to open a skill
- 07.1First-user experienceEverything a new user meets in their first minutes, from the landing page to the first screen inside the product.
- 07.2Onboarding designGuiding new users to set up the product and learn it, at the moment they need it.
- 07.4Conversion optimizationImproving the share of people who take the key steps, by removing friction and building trust.
- 07.5Activation diagnosisFinding out where and why new users fail to reach value, before changing anything.
About Activation
07Activation is the stretch between someone arriving and someone getting real value for the first time. Most products lose the majority of new users here, often to problems that are cheap to fix once they are visible. Product engineers are well placed to work on it, because the fixes mix UX, copy, performance, data and experiments.
What a product engineer should be able to do here
Identify why users struggle to reach their first meaningful outcome and improve that journey without merely optimizing superficial completion metrics.