Every product that we choose to use, or design for users that make a choice to use it has a trial period, whether it’s limited to X number of days or not. When we build a product we think a lot about our users and the features that will solve their problems and make their lives better, but we often forget to think about the new users, those who don’t know our product yet. What is the process that they need to go through to get to value? In my talk we’ll discuss why so many users drop-off during the trial period and how we can design it to bring the maximum number of users to experience value from our product.