They are the ones who become amazing at whatever it is that your product enables them to do.

Your mission when speaking to such users is to identify what a success story looks like for this type of user. The easiest way to contact them is via email.

Also, talk to your churned users to identify the value gap (discrepancy between what a customer expects from the product and the value received or perceived)

The gap could be due to the customer not understanding the product’s capabilities or how to use it, negative mental or emotive response to the product, or friction.

Look at the customer behavior of both your good and bad customers. Doing this will help you to identify successful user journeys.

Follow the 5-step process

1. Put a list together of all your product's features.
2. Pick a list of your most successful customers and analyze what features they used early on, continue to use regularly, and stopped/didn't use.
3. Write down what features got adapted and didn't.
4. You need to find the behaviors that, when performed, best correlate with continuing to use your product for an extended period of time.
5. You want to lead with the features that get people to upgrade.

Here are a few to get you started…

• Using a specific set of features.
• Achieving a particular outcome within a product.
• Using your value metrics.
• Using the product several times in the first week.
• Watching an onboarding video before diving into the product. etc

Prioritize experiments and keep track of them. Organize your potential experiments to test in an Experiment Log.