Creating Aha Moments in UX [With Examples]

Product Management 101

Before we dive into the concept of 'aha moments,' let’s take a step back to see the bigger picture. Understanding the full user journey helps to contextualize aha moments as part of a broader process and product metrics.

In our work with clients, we've found that Product-Led Growth (PLG) frameworks are particularly effective for this. Within such a framework, the user's journey typically looks like this:

• Engagement: attracting users and grabbing their attention;
• Activation: converting sign-ups into active users;
• Habit: turning your product into a regular part of the user's routine;
• Retention: keeping users engaged for as long as possible;
• Monetization: ensuring sustainable revenue for your business.

These steps are not always strictly linear but instead reflect key milestones in building a long-term relationship with your users.

The anatomy of activation

Now that we’ve outlined the user lifecycle, let’s zoom in on where 'aha moments' occur — primarily during the activation phase. While these moments can also happen for long-time users, such as when new features are introduced, their highest business value comes from new users. When new users experience an 'aha moment,' it can significantly impact their decision to stay engaged and use the product long-term.

The infographic below breaks down the stages leading to this pivotal 'aha moment,' emphasizing how registration, setup, and habit formation all build up to this key experience.

Let’s break down each step.

Registration & setup moment

This step in the design process is often referred to as KYC (know your customer). Most products require some form of input from users to function effectively. The goal is to guide as many users through this step as possible while gathering valuable information.

One way to think about the setup phase is that it’s the foundation for creating an aha moment. For instance, Netflix needs to know your viewing preferences in order to provide a personalized experience that leads to that aha moment when you find something you love.

However, it’s crucial to strike a balance between gathering useful insights about your customers and overwhelming them with excessive forms. This balance is often managed through a well-optimized conversion funnel.

For example, if adding three extra input fields during registration leads to a 10% drop in sign-ups, is the additional information worth it? That’s a decision your business will need to weigh carefully.

Aha moment

This moment is also sometimes referred to as 'time-to-value,' representing the user’s realization of the value your product offers.

It’s important to note that a product experience can have multiple aha moments or, in some cases, none at all. Additionally, these moments don’t have to occur at the very beginning of the user journey. For example, discovering a new feature can spark an aha moment, even for long-time users.

Here are a few examples of aha moments:

• Zoom: setting up your first meeting
• Slack: inviting your team members and exchanging messages
• Airbnb: booking your first trip

Now that we’ve explored the concept of an aha moment, let’s move on to the next critical phase of the user journey—habit formation.

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Habit moment

Eliciting an aha moment once is not enough for sustainable business growth. The key is to help users build a habit around using your product.

A useful framework to consider is Fogg’s Behavior Model and habit loops. If you're interested in diving deeper into these concepts, check out our article on user retention.

How to identify an aha moment

Existing Hypotheses

Whether you're working with just a product idea or a fully functioning product, you likely already have a strong sense of what your core value proposition is.

When you have limited data, the best approach is to form hypotheses based on your assumptions and then test them. If you have reason to believe a certain feature is your 'killer feature'—the one offering the most value—treat it as a potential aha moment.

Talking to users

If you’re unsure (and it’s always good to be), talk to your best customers. Find out what they love or dislike about your product. Which features do they use most? Which do they avoid? Once you identify patterns, act on them — guide new users toward these features as soon as possible.

Analytics

If your product has been in the market for some time, you'll have enough analytics to uncover the moments that impact user retention. The goal is to identify actions that users take which increase their likelihood of sticking around.

To validate this, compare a cohort of users who completed a specific action with those who didn’t. If you notice a significant difference in retention between the two groups, you've likely identified an aha moment.

Aha moment examples

Now that we've covered the basics, let's dive into three detailed examples to illustrate how aha moments can be identified and leveraged effectively.

Note: To keep the article streamlined, we've chosen to omit redundant screenshots.

Slack

As the PLG framework stipulates, we have a set-up moment, or registration. 

We enter the e-mail, and press continue.

Then, the system requests that we create a workspace.

Then, we’re directed to an empty workspace. We invite teammates. However, we haven’t reached an aha moment just yet. It’s having our first interactions with the team that displays the value of Slack. What can we infer from this? — That it's our goal to guide users to this very moment as soon as possible to minimize drop-offs.

AirBnB

What sets Airbnb apart is that it allows users to browse accommodation options without requiring them to log in. This is a smart approach, as mandatory logins often lead to user drop-offs. By letting users experience value right away, Airbnb makes the sign-up process — which is more rigorous due to safety measures — feel less burdensome when it eventually comes.

First, the setup moment. However, it's wroth noting that users are capable of browsing though accommodation options even without being logged in.

Then, users spend time reviewing different accommodation options.

Having selected a place to say, users then book it.

Lastly, after having spent time in a local apartment, you get to an aha moment. It is the most vibrant moment that communicated the value of this service.

Zoom

As it normally occurs, the setup moment requires users to enter their e-mail.

Despite a great number of features Zoom offers, it's likely that for many users creating and finishing a meeting would be an aha moment. It could also be different for different users who have different previous experiences with video communication.

Validating an aha moment

The most effective way to evaluate whether an aha moment is working is by comparing the retention rates of a cohort of users who completed a specific target action (like using a killer feature) versus those who didn’t.

If you see a notable difference in retention between these groups, you’ve likely identified a potential aha moment. From there, the next step is to optimize your onboarding process to guide users to that moment as quickly as possible.

Does every product need to elicit an aha moment?

The short answer is no. Not every product is capable of, or even needs to, create a striking aha moment. If a product simply meets the expectations you already have, it doesn’t feel like an aha moment—it just does its job. This is especially true for basic, utility, or commodity products, which typically have a harder time sparking those memorable moments.

Additionally, the more popular a product becomes, the more likely it is that users' expectations align with its offerings, reducing the chance for surprises or aha moments.

Bottom line

Aha moments can significantly boost user engagement by highlighting your product’s value early on. While not every product needs an aha moment, for those that do, identifying and guiding users to it can improve retention and satisfaction. Just remember, the aha moment is only part of the journey—building long-term habits is key to sustaining growth.

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