Another example could be a high-quality and exciting chat with another user during the day after registration. This reward must either be significantly better than alternative products, or at least increase the overall efficiency of solving the problem to makes sense for the user to use several solutions at the same time (for example, installing and using an extra dating app might be more effective than using just one).Ī potential example of an “aha moment” would be to arrange a date within two days of registering. To do this, the user must experience the added value of the product, i.e., they must feel rewarded for the time invested in the service shortly after registration. Let’s consider user activation in a dating application.Ī successful user is one who tried the application, and after a while began to choose it to find a date partner. Examples of user activation paths in different products Activation in dating apps Understanding these prerequisites is critical for building an effective activation process. To enter this state, the new user must experience an “aha moment.” This is the moment the user first feels the added value of the product and realizes the benefits of having in their life.įor the user to reach “aha moment” and experience the value usually different conditions must be met. The more “job” a product fulfills for the user, the better. → Session analysis: an important tool for designing activation.Ī successful user is someone who is regularly using your product (and not the alternatives) to solve problems in their life. → When and why to add people to the user activation process. → Product-level building blocks for designing activation. → How time to value and product complexity shape user activation. → Time to value: an important lever for user activation growth. → How to determine the conditions necessary for the “aha moment”. → How to find “aha moment”: a qualitative plus quantitative approach. → How “aha moment” and the path to it change depending on the use case. → The dos and don’ts of measuring activation. → User activation is one of the key levers for product growth. Researchers say that these clues may help scientists better understand the creative insight process and its impact on the brain.→ When user activation matters and you should focus on it. "But in this case, your brain is blocking out just the visual inputs to your right hemisphere." "This is like closing your eyes so you can concentrate when you are trying to solve a difficult problem," says researcher John Kounios of Drexel University in a news release. Researchers say this "gating" effect might occur to allow weak solution-related activity to gain momentum and then burst into consciousness as insight. About 1.5 seconds before the moment of insight, there was an increase in lower frequency brain waves in this area of the brain, which disappeared when the high-frequency activity began. In addition, a second smaller wave of electrical activity was seen on EEG. This type of activity is associated with high-level processing of information, and researchers say it was also centered in the same right temporal lobe area. The study showed that about one-third of a second before the "Aha!" moment, there was a sudden burst of high-frequency brain waves. In the second experiment, researchers monitored the participants' brainwave activity using an electroencephalogram (EEG) during insight and noninsight problem solving tasks. Researchers say previous studies have shown that this right temporal lobe may be important for drawing distantly related information together, which is a key component of insight. Little activity was detected in this area during noninsight solutions. Using brain imaging techniques, researchers found that activity increased in a small part of the right lobe of the brain called the temporal lobe when the participants reported experiencing creative insight during problem solving. In the first, study participants were given a series of word problems to solve designed to evoke a distinct "Aha!" moment about half the time they were solved. In the study, which appears in the April issue of PloS Biology, researchers compared brain activity in two different experiments. Surge of Brain Activity Accompanies 'Aha!' Moments "We believe this is the first research showing that distinct computational and neural mechanisms lead to these breakthrough moments." "For thousands of years people have said that insight feels different from more straightforward problem solving," says researcher Mark Jung-Beeman, an associate professor of psychology at Northwestern University, in Evanston, Ill. Ap- It may not appear in the shape of a light bulb above your head, but researchers say "Aha!" moments are marked by a surge of electrical activity in the brain.Ī new study shows that solving a problem that requires creative insight prompts distinct changes in brain activity that don't occur under normal problem-solving conditions.
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