Introduction

In our previous articles, we have extensively covered engagement and retention. However, one crucial aspect that often escapes the spotlight is activation. Activation, when a user signs up and grasps an app's core value proposition, is a critical factor in user experience. It's the gateway to the onboarding journey.

If you are a new product analyst and notice that your retention rates are not improving, the problem may lie in activation. A significant drop at the beginning of the retention curve is probably due to activation issues.

Examples of excellent user onboarding: Canva, Duo Lingo

Understanding Activation Moments

Many companies design their product experience assuming users are familiar with the app. This is a common misconception. Until users have formed a habit around the app, they will have a different mindset and require a different approach. With a plethora of apps available, attention is the currency. You'll likely lose them if you overwhelm them with information during the initial setup.

An example was when I travelled in India and wanted to order chai from a store. The store would only let me order with a phone number. Being a tourist, I didn't have a SIM, which irritated me, so I stopped ordering from that store.
Soliciting unwanted information like this initially, even before a user experiences the app's value proposition, can be detrimental to retaining users.


We all have that one app we adore and enthusiastically recommend to our friends. For me, that app is Oura. I started using it because I was struggling with sleep and wanted to wear something that didn't need to be taken off every time.

Why I Loved Oura

• Oura's sign-up process was straightforward; you just needed to pair the app with your phone and set up a profile using basic information like name, sex, etc.
• Oura also asks for additional information, such as my health goals, and clearly explains that it uses this data to personalize my experience. This instills confidence that I will receive value in return for providing all this information.
• Then, it indicated that it would take at least two weeks to provide insights, priming me to use the app until then and be patient.
• Along the way, it gave me a sleep score and a great message to keep me motivated every day.
• Slowly, I was getting used to the app and loved seeing my sleep score every morning.
• At the end of two weeks, Oura had already learned my sleep patterns, started giving me insights on my wake-up time, correlated it with exercise and guided me towards learning more about health.

When I go through this experience, I have precise moments in this user onboarding journey.

1. Set Up Moment - Pair the ring with my phone, download the app, and create a basic profile.
2. Aha Moment: When I realized I was consistently waking up in the middle of the night, Oura pointed that out in its daily readiness score summary.
3. Habit Moment - When I realized that the more data I provide to the app, the more accurate it becomes, and it can start to learn other patterns about my health, thus truly improving my health.

Oura didn't bombard me with features. Instead, it slowly introduced me to its features, showed me the value proposition, and converted me into a habitual user.

Activation Moments In Detail

1. Habit Moment

The 'Habit Moment' is another key user activation and retention aspect. It occurs when a user has developed a habit around the app's primary value proposition.

For example, a user might check their sleep score on the Oura app every morning at least five days a week. As app developers, we should strive to promote this user behaviour, as it leads to increased user engagement and retention.

There are four primary ways to establish habit moments in our app.

1. Manufactured Triggers: These are engineered triggers or cues within your app that encourage users to return to it. For example, Oura sends push notifications every two hours to remind users to move.
2. Environmental Triggers: Environmental triggers are strategically placed within the environment to prompt users to open the app. For example, Oura asks me to tag my workout at the gym.
3. Use case transition: I like this approach, even though it can be costly to put into action. Many companies use this method to grow their business. If your primary interaction with a product or service happens infrequently, like placing an order, you can apply this approach to make it more frequent. For example, Uber introduced Uber Eats and grocery delivery because people are likelier to order groceries once a week instead of a ride. Similarly, Oura initially focused on sleep tracking, which you'd only check once daily, typically in the morning. Later, they added features like heart rate monitoring that require you to track your stress levels throughout the day. It was brilliant how they used the data they collected differently to develop new features. Creating new use cases can be expensive and challenging for most companies.

2. AHA Moment

The 'AHA moment' is critical to the user's journey. It occurs when the user comprehends the app's primary value proposition for the first time after activating it. This value proposition is the primary action you want the user to take, and it guides your strategy for retaining users. An example of an 'AHA moment' could be placing your first order on Door Dash or booking your first ride with Uber.

Your "AHA" moment is influenced by your habit moment. The habit moment is the goal you want your users to reach, and the AHA moment is crucial for that. Think of it as the pilot episode of the grand finale in your series. You want users to be hooked and see the value proposition immediately. Some apps make this easy, while it's more challenging for others.

There are four steps to constructing an AHA moment.

1. Core action: AHA moments are about the primary value or the essential action you want users to take. Your onboarding experience should help users take this action as soon as possible.
2. Personalized Experience: Tailor the user's onboarding experience to make them feel supported and empowered. Never let the user figure out the core value proposition of the app by themselves. This is a terrible idea in the beginning. Think about the time when you were onboarded to a new company. Would you have survived without the help of your manager? If you had a terrible onboarding experience, you would remember that vividly.
3. Supporting Actions: Prompt the user to take actions related to the core activity. For example, on Oura, this could involve reading health-related articles, customizing their page, or listening to meditative tracks. Supporting activities are beneficial as they encourage users to explore the app independently, preparing them to take the core action.
4. Customize Default State: Certain apps need data to show what they can do. Take fitness trackers, for example. You've got to use the app for a few days to see what it's all about. A big mistake developers make is leaving the default state blank. Instead, tease them with other features, what's coming up, or how things will look when the data is available. Leave them wanting more!

3. Setup Moment

Now, we're getting to the crucial part of our activation cycle: the setup moment. This is where we ensure our users are all set for success, leading to the "aha" moment and, eventually, the habit moment.

Think about Oura, for example. Oura tracks how often people use the app and checks their sleep scores. When users check the app at least five times a week, that's the habit moment. The "aha" moment happens when they check their first sleep score the next day. The setup moment is when users pair the app, share information like age and sex, and set their goals so Oura can personalize the experience after two weeks.

Creating a setup involves a few key things:

1. Personal info: Name, age, sex, and goals help tailor the experience and provide value immediately.
2. Notifications: Choosing email, push notifications, or browser preferences is crucial for tailored and non-intrusive notifications.
3. Social: Determine whether a minimum number of other users is needed for the user to feel the value, especially for apps with networking effects like social media apps.

Conclusion

Activation is a crucial phase in the user journey, directly influencing engagement and retention. By optimizing activation moments—such as setup, AHA, and habit moments—companies can significantly enhance the onboarding experience and foster long-term engagement.

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