Engagement Games

Question 1

What is Activation?

Answer 1

Activation is where a user has an aha moment with the product to the point where you get business value back from them

Question 2

What is 66%?

Answer 2

66% of new users abandon app within first week of install

Question 3

What is Onboarding?

Answer 3

Onboarding is your product’s first date with a new user. The process by which new users get acquainted with your product and first discover value

Question 4

What’s an aha moment?

Answer 4

An aha moment is the moment or set of actions within your product that leads users to first discovering value

Question 5

What are the 3 engagement games?

Answer 5

1. Attention
2. Transaction
3. Productivity

Question 6

What is Attention Game?

Answer 6

Products playing this game are trying to maximize the amount of time users spend in-product. Industries that typically play this game today are media, gaming, and any company displaying advertisements to you.

ex: Netflix - hypothetical north start: # of subscribers watching > X hours of content per month

Question 7

What is Transaction Game?

Answer 7

Products playing this game help customers make purchase decisions with confidence. Comapanies you will often find playing this game are e-commerce platforms.

ex: Amazon - hypothetical north start: purchases per customer visit/session

Question 8

What is Productivity Game?

Answer 8

Products playing this game create an easy and reliable way to complete an existing task or workflow for the user. This game is predominantly b2b software.

ex: SFDC: hypothetical north star: average records created per account

Question 9

What is real growth about?

Answer 9

Real growth is about driving scalable and repeatable business outcomes and measuring activation

Question 10

What is a north star metric?

Answer 10

North star metric defines the relationship between the customer problems the product team is trying to solve and the revenue the business aims to generate by doing so