Start with the first moment a user might learn of your product — maybe it’s an email invite, or a text from a friend, or a notification of a forced install from their IT department, or they heard about the app from someone. Then show what that first-user experience looks like.
Better yet, invite us ahead of time so we can see it for ourselves. Let me explore, and in our demo ask me questions, delight me with elements I’ve missed, or tell me about other users doing cool things.
We think about this a lot for ThinkUp. Our assumption is that new members come to us because they saw someone share a link to their ThinkUp account, or they saw a mention of ThinkUp on a blog or a news site. And then they saw it again. And then maybe a third time. Once it’s come up enough times, someone might take the time to go to our homepage and say, “What the heck is this thing?”
We’re building toward having a good answer to that question, a path where people can discover for themselves, on their own, in the natural course of clicking around the web, why ThinkUp might be of use to them. That’s the “growth hack” we want to enable as we build our company and our product.
Not there yet, but we’re thinking about this idea a lot.