In gaming there’s a term called FTUE → first time user experience. Some folks in the broader software world compress this into “onboarding”. But I really like FTUE as an idea because it has the presupposition of valuing the experience, not just getting folks onboarded as quickly 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 surf

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Getting onboarding right means knowing precisely what people want to accomplish and then putting all your energy into getting them there in the most effective way.