"Hockey stick growth" refers to a growth pattern characterized by a sudden spike in user adoption following a period of linear growth, which product managers aim to achieve during product launches. At Heap, the product and product marketing teams refined their launch process to drive such growth, specifically when integrating with Appcues, an experience platform used for creating in-product experiences. By segmenting their audience into three groups—beta testers, Appcues users yet to set up the integration, and non-Appcues users—they personalized in-app messaging to address the distinct needs of each segment, leading to a successful launch that met their adoption goals. This segmentation and tailored communication approach, facilitated by the new integration, significantly enhanced user engagement, particularly among non-Appcues users. The process demonstrated the power of personalized experiences in increasing feature usage, prompting the team to plan further analysis and strategy development based on these insights.