How you design for the ‘Aha’ moment is by providing a blend of information & personalization to get the user to the activation metric. The ‘Aha’ moment can happen at any point within the product, but your goal as a designer, PM, or engineer is to make that point come as soon as possible.

Here’s a tight list of 5 core responsibilities for the Activation Squad:

• Define and measure activation: Identify the real "aha" moment and track the behaviors that lead to it.


• Optimize onboarding: Design flows, prompts, emails, and guided experiences that get users to value.


• Shorten time-to-value: Remove friction in setup, offer templates, and

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When onboarding is designed correctly, it increases the likelihood of successful adoption, and can drive major growth and retention for your product.