So you’ve got some downloads but downloads don’t necessarily equate to active users. How can you engage a first time user? How can you keep them coming back to your app? -Building habits -Joyful first experiences -The awesome power of email -Deep-linking -Pushing for good -Helpful help sections Presented at 360iDev 2015.

1. BUILDING HABITS
KEEPING USERS ENGAGED
@MOSTGOODSALLY SHEPARD

2. WHY BUILD HABITS?

3. Downloads do not
equal users.

4. (top grossing
apps)

5. (top grossing
apps)

6. What makes these
apps so
successful?

8. They develop
habits with users.

9. WHAT IS A HABIT?

10. A habit is created when
a behaviour is repeated.

11. Behaviour = Motivation
+ Trigger
+ Action

12. Core Motivators
- seeking pleasure or avoiding pain
- seeking hope and avoiding fear
- seeking social acceptance while
avoiding social rejection

13. Habits act as
a reflex to
pain.

14. Habit Hook
1) Trigger
2) Action
3) Reward
4) Investment

15. ACTION
TRIGGER
REWARD
INVESTMENT

16. 👋

17. What brings users
to your app?
External trigger:

19. ACTION
TRIGGER
REWARD
INVESTMENT

20. “the greatest return on
investment will generally
come from increasing a
product’s ease-of-use."
-‘Hooked’

21. List every step
then remove as
many as possible

22. ACTION
TRIGGER
REWARD
INVESTMENT

23. ❤
Variability

25. ACTION
TRIGGER
REWARD
INVESTMENT

26. 💰📊🕑🔨

27. The investment
should work
towards improving
their experience.

28. “MAKE IT SO”

29. Goal
Action
Trigger
Reward
Investment

30. Start with the
behaviour you
want the user
to adopt.

31. Action: ????
Goal: use app every day

32. 1) Understand reason for
using app/feature.
2) List all steps.
3) Simplify by removing steps.
Action ⬌ Ability

33. 🕓 💸 💪 🎓 👮 💾
⚠
Time Money Physical
Effort
Brain
Cycles
Social
Deviance
Non-
routine

35. Increase
motivation
with heuristics.

36. The endowed
progress
effect.

37. Triggers: getting their
attention

38. 1st hurdle: enabling
the trigger

41. Make triggers
easy to turn on
and off.

42. Reward: ❤ 🎁 ❤ 🎁 ❤

44. Investment: sharing is
caring…

45. …but sharing too much
is creepy.

46. Hand-holding: Take the
user through the hook.

47. Misconceptions: cost,
team, time.

48. MEASURE & EVALUATE

49. Find your leaks
and fix them.

50. Finding leaks:
analytics are
your friend.

51. When adding analytics,
make events that verify
not just the success
but also the failure of
each user story.
Tip

53. Define what an
ideal user is, then
look for patterns.

54. Iterate,
Iterate,
Iterate.

55. HABITS VS ADDICTION

57. Manipulate for good.

58. EVIL
DON’T BE
👹

59. SUMMARY

60. Fix the leaks.
Fix your analytics.

61. 📢 Get their attention
✅ Make it simple to do
💊 Alleviate their pain
🌱Give them some seeds

62. E V I L
DON’T BE👹
seriously,

63. Books!
Hooked - Nir Eyal
Subject to Change - Merholz, Schauer, Verba, Wilkens
User Experience Innovation - Christian Kraft
Designing for Behaviour Change - Steven Wendel
Lean Startup - Eric Ries

64. THANKS FOR
LISTENING!
@MOSTGOOD

65. PLEASE LEAVE FEEDBACK :)

66. QUESTIONS?
I MIGHT HAVE SOME ANSWERS