Interactive framework
Turn every feature launch into adoption.
Your product is the channel. But most features get shipped and quietly forgotten. This framework helps product-led teams turn every feature launch into a structured adoption journey — inside the product, not in an inbox.
Move 01 Score it Size up the launch on breadth and depth.
Move 02 Target it Find the right people at the right moment.
Move 03 Land it Pick the in-product format that fits.
Move 04 Measure it Define adoption and prove the business impact.
Move 01
Score it
Use the sliders on each axis to score your feature — then watch the matrix update with the right launch strategy.
High Low Depth
Targeted journey
Full adoption journey
Ship quietly
Announce broadly
Low High
Breadth →
Breadth 5
Depth 5
Move 02
Target it
First, build the picture of who needs this. Then find the moment they're ready.
[ attributes ] + [ qualitative ] + [ behavior ] → your segment
Layer 01 · Attributes
Plan, role, company size
Narrows the pool to who could need this.
e.g. Pro plan, 10+ seat teams, 90+ days active
Layer 02 · Qualitative
Interviews, NPS, support, calls
Real signals from real conversations.
e.g. "I have to export this manually every time" — 6 interviews
Layer 03 · Behavior
Product data
Finds the exact moment they're ready.
e.g. downloaded CSV 3+ times in last 14 days, no export feature used
Select one or more layers — the more you combine, the more precise your segment.
Select all that apply — the first one you select becomes your primary signal.
Friction signal Primary
User just hit a limit, blocker, or error related to what this feature solves.
Repetition signal Primary
User has repeated a manual action 3+ times that this feature could automate.
Milestone signal Primary
User just completed something significant — a success moment, receptive to more.
Lifecycle signal Primary
User is new to a role, team, or workflow — habits are still forming.
Move 03
Land it
Pick the right in-product format to guide users from first exposure to their first successful experience.
Simple
1–2 steps to value
Medium
3–4 steps to value
Complex
5+ steps, setup required
Brand new area
Users have never seen this part of the product
Enhancement
Improves something users already do
Move 04
Measure it
Define what success actually means — not just activity, but real behavior change connected to business outcomes.
Reduce churn
Keep users coming back, lower churn rate
Drive expansion
Trigger upgrades or seat growth
Improve activation
Get new users to value faster
Deepen engagement
More sessions, more depth per session
Immediate
Value within minutes of first use
Within a session
Value after completing a workflow
Over days / weeks
Value accumulates with repeated use
Your launch plan
Ready.
A complete adoption plan built from your inputs. Copy it, share it, use it.