How to Double New Feature Engagement: Lessons from Lyft's Women+ Connect
You've launched a highly requested feature. But how do you ensure the people who asked for it actually use it?
At Irrational Labs, we know that information alone doesn’t change behavior. In the product world, announcing a new feature—even one users have been waiting for—doesn't guarantee engagement. 🤷♀️
This is what Lyft discovered when they launched Women+ Connect. Despite the clear benefits and the high demand for the feature, not all eligible drivers were opting into it.
Join Kirsten Mauro, Senior Growth Manager at Lyft, and behavioral scientist Isabel Macdonald on Friday, October 18 at 9am PT as they present a real-world case study of the behaviorally informed messaging they tested. 🧪
📆 Friday, October 18
🕘 9am PT (10am MT/ 11am CT/12pm ET)
Together, they’ll walk through how their approach led to a 173% increase in opt-ins from new drivers—and what they learned along the way (spoiler: surprises ahead).
What you’ll take away:
🚗 Which product messaging resonated with users and drove action (and which didn’t)
🧫 How Lyft applies behavioral science to product development and what you can learn from it
🧪 Practical tips for gaining internal buy-in and running experiments with your team
… And much more!
If you’re a product marketer managing a feature launch, you won’t want to miss this. Building great features isn’t enough—learn the secret to making sure users actually engage. 💫