How to Drive Product Complexity at Webflow

At Webflow, we've taken a different approach for understanding how to drive activation versus other areas of growth where you have a finite point in time. And so one of the things we did early on is we realized that the user research we did needed to be very specific. We asked them to screen record their each session they had and talk out loud as they were learning the product. This was super helpful for our team to identify the specific insights of what was happening within that user journey.