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Feature launches are a critical moment that can make or break adoption. I've been thinking about this after exploring Notion Mail. It highlights something product teams often overlook: the actual moment users first encounter a new feature. Teams can spend a year building something amazing, but if the introduction isn't handled well, adoption suffers.
Let's break down three key strategies from Notion's rollout that could help with your next feature launch.
1. Create multiple moments for opt-in
One of the smartest things Notion did was not relying on a single introduction point. After I dismissed their initial pop-up (which we all do, let's be honest), they placed a "View your mail" prompt in the bottom left corner of my home screen.
This recognizes a key behavioral principle: most users need multiple exposures before adopting something new, especially for significant features like email integration.
Their framing was particularly effective: not "Set up your inbox" but "View your mail," suggesting I already have something waiting. It’s a small difference that reduces the perceived effort and increases the sense of immediate reward. That matters.
The takeaway? Build multiple touchpoints for feature discovery. Users rarely convert on first exposure. But they might when the context or timing is right.
2. Pay attention to your call-to-action buttons
Notion's approach highlights something we often see in our work at Irrational Labs: CTA buttons are decision frames, not just UI elements.
When we run experiments to improve conversion, optimizing CTAs frequently drives big gains. Why? Because that's literally the moment when users decide: "Do I want to do this thing or not?"
While Notion's buttons could have been more prominent (especially for mobile users), the CTA is where teams should focus. This product team probably worked so hard on the feature itself, yet the tiny "View your mail" button is where users actually make their choice.
For your next feature launch, remember that these small UI elements deserve outsized attention. They're the bridge between interest and action. Make them count.
3. Show immediate value before asking for setup work
After clicking to view my mail, I needed to connect my Google account. Makes sense, but this creates a disconnect between the promised value ("view your mail") and what I had to do first (work). As a user, I am thinking: “Is this worth my time? How is Notion Mail better than Gmail?”
The most effective feature introductions show users what they'll get (or actually give them value) before asking them to invest too much time/effort. Notion could strengthen this by previewing their organized inbox or highlighting unique benefits like their "Split from inbox" feature that filters out cold emails. I only discovered these after setup.
When users can see concrete value waiting on the other side of setup, they're more motivated to push through the friction.
The bigger picture
How can companies spend so much time building features and spend so little on the opt-in experience? What's interesting about feature launches is balancing immediate user needs (they came to do something else) with long-term value (this new feature could genuinely improve their experience).
For your next launch, consider:
Creating multiple opportunities for users to discover and adopt
Designing CTAs that stand out at key decision points
Showing value before asking for setup investment
Remember: people aren't deciding between your feature and nothing. They're deciding between your feature and whatever they originally came to do.
Need help optimizing your feature launches for better adoption? Our team at Irrational Labs specializes in designing high-conversion product experiences. Reach out at info@irrationallabs.com to learn how we can help.
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📧 Questions about product adoption? Shoot me an email: kristen@irrationallabs.com.
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