When you understand what your users value, you can look closer into how they behave and begin testing out various theories as you search for your Aha! moment. Once users add contacts, or invite friends, or perform actions in your app, they’re more likely to stick around for weeks. They’re quantitative goals in that they represent a succession of behaviors or events. “7 friends in 10 days” worked as a signpost despite being imprecise, and that comes back to the fact that Aha! moments themselves aren’t that precise. When you walk in with a vague mandate, you don’t. When you walk into your office with an explicit, measurable goal written on a whiteboard, then you know exactly what you need to do to be successful. The point of codifying their Aha! moment as “7 friends in 10 days” was to give the team a unifying goal to shoot for.
“8 friends in 11 days” or “9 friends in 12 days” could have been just as successful. The Growth team at Facebook, for example, have been open about the arbitrary nature of getting users to precisely “7 friends in 10 days.” The number is an estimation, a signpost. One problem with the Aha! moment framework is that it can come off as overly reductionist. By devoting their efforts to bringing more new Facebook users to their Aha! moments, the Growth team grew Facebook to a billion users worldwide. Much of Facebook’s growth in the ensuing years came about because they were able to take that knowledge and leverage it. You judge whether and how this happens on a product-by-product basis, but the end-result you’re looking for is usually conversion or long-term retention.
The Aha! moment is the point in the user experience where your product’s value becomes clear to your users. Hitting 7 friends (in 10 days) became Facebook’s Aha! moment. Have you heard of Facebook’s “7 friends in 10 days” rule?Įarly on in the life of the company, the Growth team discovered that a Facebook user who added 7 friends within their first 10 days in the app was far more likely to stick around for the long-term.
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