In the last lesson, we showed you how to identify the core features for your product or service. This lesson is going to go deeper into the product-led growth methodology to show an excellent framework for its integration in your MVP – the bowling alley framework! The bowling alley framework is about ensuring users stay locked in to the focus of the product experience that you want them to take, which is considered to be a straight line, identifying the quickest path to value and removing unnecessary steps. Where the gutters and bumper are, are supposed to be metaphorical “conversational bumpers.” These conversation bumpers are where you use email, push notifications, and other channels to re-engage users and guide users to the product; and with “product bumpers”, you use in-app guidance, tooltips, and progressive disclosure to keep users on track. The five components to the bowling alley framework will not all be within the purview of your MVP planning, but they are good to know so you plan for them post-MVP.

The Bowling Alley Framework for PLG

1) Define the Straight Path to Value

We mentioned this in the last lesson. Success with your MVP will be determined by how much it’s used by your users and how well it solves their problem. You want your users to experience these core features as soon as possible and as directly as possible.

• Identify Core Features: Determine the core features that deliver the most value to users quickly.
• Streamline Onboarding: Simplify the onboarding process to guide users directly to these core features.

2) Implement Conversational Bumpers

These are one side of the bumpers of the bowling lane that keep them on track or bring your users back on track if they veer off track. In the tail-end of your MVP’s development, you should integrate email, push messaging, and in-app chatbots to increase engagement and usage.

• Email Engagement: Use onboarding emails, reminders, and tips to keep users engaged and guide them back to the product.
• Push Notifications: Send timely push notifications to remind users of important features or actions.
• Personalized Messages: Utilize in-app messaging and chatbots to provide real-time assistance and guidance.

3) Set Up Product Bumpers

These bumpers are on the other side of the lane that help your users use the core features that deliver the value you’ve stated in your value proposition. Remember that your MVP should be very straightforward. You should implement your most necessary and core features first, and secondary and tertiary features afterwards. However, product bumpers can still add value massive value in an MVP, especially if there are complexities to achieving the objective that requires discovery. Therefore, you should plan product bumpers into your MVP, because UX can make or break a product. The easier you make it for your users, the more likely they’ll be to continue their usage.

• In-App Guidance: Implement tooltips, walkthroughs, and progressive disclosure to guide users through key features.
• Checkpoints: Create checkpoints within the app where users must complete certain actions before moving forward.
• Feedback Prompts: Add prompts within the app to collect user feedback at critical stages.

4) Iterate Based on User Behavior and Feedback

You will undoubtedly do several iterations of your MVP and product based on feedback and data. Iteration with refinement is key to not just keeping things fresh and exciting, but ensuring you deliver your promised value and maximum value to your users after you launch. We will discuss integrating analytics and tracking KPIs later in the course to help you act on the right data.

• Analyze User Journeys: Use analytics to track user behavior and identify where they drop off or encounter issues.
• Get Feedback: Ensure that you get direct feedback from users to discover their actual impressions, ensure a good user experience, and learn where you can improve.
• Refine Bumpers: Continuously improve your conversational and product bumpers based on user feedback and behavior data.

5) Ensure Continuous Engagement

This helps to maintain trust in your brand, keep your company top of mind in your users so they’re more likely to share it word of mouth, and to ensure they know what changes you’ve made to the product. We’ll discuss engagement in greater detail in modules 7 and 8.

• Ongoing Communication: Maintain regular communication with users through newsletters, updates, and community engagement.
• Rewards and Incentives: Offer rewards and incentives for continued use and engagement with the product.
• Community Building: Foster a sense of community around your product to encourage sharing and collaboration among users.

Conclusion

Using the bowling alley framework will help you stay focused on your product’s core objectives and your users’ core experience. While the topics discussed are just a few aspects of product-led growth, it successfully covers a significant portion of common-sense measures that enable you to succeed.