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How to accelerate growth by focusing on the features you already have
- Growth from incremental and consistent optimization of the core product is important, says Lenny Rachitsky.
- Focusing on getting users to engage more with existing key features can lead to significant growth.
- The ARIA framework for increasing user adoption and engagement has four principles: Analyze, Reduce, Introduce, and Assist.
- Analyzing data to identify key features that are correlated to growth is the first step.
- Reducing friction through simplifying feature use, reducing steps, minimizing effort and cognitive load is the second principle.
- Raising awareness in context and motivating users to sue features is the third principle.
- Assisting users with tools such as templates and AI recommendations and results is the fourth principle.
- Prioritizing optimization of existing features over new feature design increases a product's utility and engagement.
- Ken Rudin shares his ARIA framework, which has been successfully applied to several Google products, and at ThoughtSpot.
- Product teams should use the framework as a cheat sheet to increase engagement with existing features in an ongoing process.
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