My keynote about retention, habit loops and mobile. @ProductCamp 2017

1. RETENÇÃO.
@arthurklose

2. IS RETENTION LIKE TEENAGE SEX?

4. Clay Shirky

6. 7 friends in 10 days

7. 2.000 messages sent by the team

12. https://reforge.com
! <3
Emotion
The Decision Hill
How we make decisions
Our decisions start with
an emotion, not logic

13. Emotion Logic
?
We justify and rationalize our
emotions with logic. But,
emotion leads the way.
https://reforge.com
The Decision Hill
How we make decisions

14. @arthurklosehttps://reforge.com
4 Logical Appeals
That help us solidify the emotion
Features The specifics of the what the product does
Statistics Facts and figures
Reliability Can I rely on what this product says it can do?
Price The price if introduced before emotion created, they can’t justify

15. Emotion Logic Motivation
!!
We still need the
motivation to complete
the task. This involves
ability + motivation
https://reforge.com
The Decision Hill
How we make decisions

16. Trust/Authority There is a greater chance we’ll do it if we feel it is from a trusted source
Urgency We will do more if we feel there is limited time to do it
Scarcity We want something more if we thing there isn’t a lot of it
We have an urge to complete things we started (i.e. progress bars)Completion
Bargain
Liking
Belonging
Reciprocation
Consistency
https://reforge.com
Types of motivational boosts

17. !!! !!
Emotion Logic Motivation Reward
Once we complete the
decision, we look for
rewards to confirm the
right decision.
https://reforge.com
The Decision Hill
How we make decisions

18. EGO
"Your profile has been viewed by 10 people”
"Your are in the top 1% LinkedIn Profiles “
DISCOVERY "Your have 19 new items in your feed”
CONTROL
"Google Photo synched two files"
“Your LinkedIn profile is 80% complete”
Examples of rewards

19. Emotion Logic Motivation Reward
When we look at trying to
increase every action we can
think through this points
https://reforge.com
ELMR FRAMEWORK
!! !!

20. ARE RETENTION
AND ENGAGEMENT
ALL THE SAME?

21. https://amplitude.com/blog/2015/12/15/how-to-increase-growth-through-retention-analysis/
Casual Games
Addiction
FadDisposable
Utility
Retention
Engagement

24. TIME
Daily, Weekly,
Monthly?
CORE BEHAVIOR
What is “active”?
UNIT OF VALUE
User or Team
or… ?
Viewing the feed UserDaily
Weekly Syncing a file User
Monthly
Creating/sending
survey
Team
Components of Retention

25. Reward confirms we made the right decision
The reward increases the chances we continue with
more actions or repeat.
Emotion is the first step of decision making
We need to think about the emotion reason why a
user would do something
E
L
M
R
Logic helps solidify and justify the emotion
But logical brain is lazy, easily depleted, and gets
overwhelmed
Motivation gets us to complete the action
completing the action is a combination of
motivation and ability

26. WHAT IS RETENTION FOR YOU?
@arthurklose