Defining activation
Then learning what the number meant. The team had no definition of activation. I found the signal in data, validated it with users, turned it into a statement still on the office wall, and redesigned onboarding around it.
- +31%trial start rate
- +18%trial conversion rate
- 13×faster time to trial
- −43%core activation, reported honestly
The project
- Role
- Product Manager
- Timeline
- Dec '24 (data) → Feb '25 (experiments + workshops) → Mar '25 (launch)
- Company
- RealLife English, B2C ESL app
- Team
- Lead Engineer (data), PM (me: theory, research, facilitation, design support), Product Designer
- Tools
- CleverTap, user interviews, Dovetail, A/B experiments, design sprint
Executive summary
The team wanted to map the full AARRR funnel but had no agreed definition of activation. I led the work to define it: brought activation theory to the team, worked with the lead engineer on data analysis, ran two A/B experiments to confirm the signal, did interviews and a follow-up survey, facilitated a convergence workshop, and ran a design sprint that produced a new onboarding built around the a-ha moment.
The new NUX (new user experience) launched in March '25 as an A/B test on iOS and Android. Results were real, but mixed. The primary activation metric worsened. Revenue improved significantly.
That gap is the point. This case is about knowing which metric is which, being honest about what moved and what didn't, and understanding why a revenue win doesn't always mean an activation win.
PM signals
- Defined activation from scratch. Brought theory, ran experiments, synthesized qualitative research, and produced a statement precise enough to print and post on the office wall.
- Honest reading of mixed results. Activation worsened, revenue improved. Reported both instead of merging them into one "success" story.
- Research to design in one sprint. The convergence workshop and the NUX redesign happened back to back. The design followed directly from the synthesis.
- Chose the onboarding lesson. Picked "The Dog and the Burglar" over a motivational lesson: short, fun, and relatable with no cultural prerequisites.
- Forward impact. The activation work shaped the team's vocabulary and seeded Daily Missions.
Hands-on: product designer hybrid
I directed the designer on UI and UX, and designed and implemented the follow-up email and push notifications myself, so people practice the next day and hit another a-ha moment.