How we grew Sentry's monthly active users by rethinking invitations

Sentry is a software tool that provides collaborative features to help teams determine root cause and resolve problems with their production software. To improve user adoption, the Growth team rethought invitations by tackling three distinct areas: surfacing the ability to invite users contextually, expanding Sentry's permission model to allow more types of users to send invitations, and allowing external users to request access themselves. They introduced a new contextual invitation modal that manages capabilities in a smaller, more concise experience, and updated their permission model to democratize invitations. The team then A/B tested the impact of these changes, finding that allowing wider sets of users to invite team members resulted in more users inviting team members, while enabling both features at the same time was even better. Additionally, they found that new users were more likely to become active users after accepting an invitation. The changes improved user adoption and product usage, with no trickery or "growth hacks" used to achieve these results.