Instantly product concept · internal review
Two product ideas, one lifecycle loop
Dynamic Forms capture who someone is. In-app Messaging reacts to what they do. Both write to the same subscribers, segments, events, journeys and goals.
Every screen on this page is an illustrative prototype for discussion. Names, numbers and people in the examples are made up.
Dynamic Form
A visitor answers a few adaptive questions. Each answer becomes a profile attribute, not just a row in a spreadsheet.
Product 1 · Dynamic Forms
Forms that change as people answer
Pick an example and answer as a visitor would. The questions adapt, and the panel shows what Instantly would record and trigger.
Book a demo of Acme Analytics
Step 1 of 3
Work email · example, prefilled from the visitor’s profile
maya@northwind.io
How big is your team?
Branching logic
Each answer picks the next question, so a five-person team and a 200-person team never see the same form.
Known-visitor shortcuts
Questions the subscriber profile already answers are skipped, so returning visitors only see what is still unknown.
Routing rules
Every outcome can add segments, start a journey or book a meeting, all from the same submission.
Product 2 · In-app Messaging
The right message on the right screen
Banners, popups, tooltips and checklists inside your customer’s app, chosen by who they are, what they did and which page they are on.
Rule that matched
Checklist · Get set up
- WHO
- segment = Trial · no inbox
- WHERE
- page = /dashboard
- WHEN
- session ≥ 2, not shown in 3 days
- GOAL
- inbox_connected within 7 days
Dashboard
Get set up
Measured in this session
- Shown
- 1
- Clicked
- 0
- Dismissed
- 0
- Goal reached
- 0
Did it work?
Every message keeps a 10% holdout that never sees it. Comparing the two groups shows what the message itself changed, not what would have happened anyway.
Illustrative numbers
- Shown
- The message rendered on screen for this person. Counted once per view.
- Clicked
- They used the message’s action or ticked a checklist step. Dismissing is counted separately.
- Goal reached
- The conversion event happened within the goal window, such as inbox_connected within 7 days.
The shared platform
Both products write to the same five building blocks
Pick a building block to see what each product puts into it and takes out of it.
Dynamic Forms
Subscribers
Creates and enriches profiles from answers
In-app Messaging
Subscribers
Reads profile fields to target and personalize
Answers become targeting. Messages become measurable. One profile underneath.
Putting it together
One person, one week, both products
Acme Analytics is an Instantly customer. Maya Chen, Head of Growth at Northwind, is a visitor to their site. Step through her week.
Maya answers the demo form
On Acme Analytics’ pricing page she picks team size 51–200, names reply rates as her pain and plans to start this quarter. She joins a segment the moment she submits.
Fictional example for discussion
For discussion
What we would need to decide
Everything on this page is a proposal, not a commitment. It exists to make the trade-offs concrete enough to argue about.
Possible first slice
- Dynamic Forms with branching and segment routing
- Banner and checklist messages targeted by segment and page
- Shared events feeding Customer Journeys and goals