When new users first realize the value of your product.

<aside> ℹ️ The aha moment is a moment of sudden insight or discovery. In software, it’s the pivotal moment when a new user first realizes the value of your product and why they need it.

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Aha moments are emotional and impactful, creating a powerful impression that keeps users coming back for more. Ideally, your aha moment should happen the first time users try your product—usually during onboarding.

What does that look like in the context of the user journey?

For a ride-sharing app with a simple user journey

What about a SaaS product with a more complex path to value?

In the example above, a new user might even experience multiple aha moments as the value of the product really sinks in.

Resources

The aha moment guide: How to find, optimize, and design for your product

How to Discover Your Product’s Aha! Moment

Manufacturing “Aha Moments” For Your Users

Crafting Aha!! Moments: Lessons from Live Experience Creators

A Guide to “Aha!” Moment – How to find it, Definition, Examples

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