Investigating Aha Moment Through Process Mining

Abstract

Aha moment is when users realize the value of using the software product, which is a key to driving revenue, mainly for B2B SaaS vendors. According to the Acquisition-Activation-Retention-Referral-Revenue (AARRR) model, the aha moment can refer to activation, and the following customer phase is retention. This research aims to find customers'”aha moment” through process mining. Since the customers in retention are obligated to experience activation before, the research first identifies milestone actions in terms of product features and user roles to cluster the retention customers. Evaluation is performed through the data of the clustered customers from the time before they move to the retention phase. The event log analysis is discussed based on multiple dimensions: product solution, time, and user roles. The research mainly applies the process mining technique, heuristic miner, to discover the customer's behavior patterns. Apart from marketing funnels, Moreover concept of human-computer interaction is focused on event classification and data cleaning, which is practical for cleaning UI logs. The discovered processes and aha moment can guide future product development and value proposition re-stratigizing.