Active Use
Moving from onboarding to active use can be a complex journey for a last mile user. Users often need to see real benefits before committing to a product, but these wins are often impossible without active use. Good design encourages repeat use that’s relevant to users, demystifies what’s going on, gives a sense of progress, and piques users’ curiosity with new features that may benefit them.
Last-mile users are more likely to come back to a product again and again if it answers...
...is there a clear benefit to this product that I can’t find elsewhere?
...does the benefit get more significant if I use it more?
...what is the state of my finances? Can I afford this?
...what else can I do with this product?
...are there any important milestones ahead that I should be aware of?
Moments that matter
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Tracking Progress
Bring users back to see how well they’re doing over time
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Exploring What’s New
Support active and passive exploration of new features, capabilities and value propositions
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Building Repeat Behaviors
Make complex flows bite-sized and build in rewards that help users get through, one step at a time
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Leveraging Community
Design for the networks your user lives within to reinforce active use
