First 1000 - 🧪 Positive friction
Hello Friends 👋🏾, If there’s one secret I learned at Duolingo, it is the power of positive friction. What is positive friction? Positive friction is adding both value and effort to the user experience at the same time. Generally, it is much easier to successfully remove friction from the user experience than to add it because, surprisingly, even the tiniest uptick in effort can deter users unless offset by substantial value. 1) Retention What may shock you is that we didn’t do anything with the “streak goal” users selected on this screen. We didn’t even store the value anywhere. Again, the friction led to short-term and long-term retention gains. — Like many other companies in the space, they realized the more screens they added to the onboarding flow, the more personalized and advanced their product appeared to the end users. People valued personalization more than the extra questions they had to answer. This is considered average compared to its peers at the top of the health and wellness app category. Peloton went through the same experience almost to a T when they introduced their freemium tier; they went from an animated, delightful 1, one-step purchasing carousel to an outdated plan comparison purchasing experience. Even Uber went through a similar experience when they first introduced Uber One. — The results were loud and clear; people preferred the optionality over the frictionless experience. Perhaps not surprisingly educating users on what they will get out of a headspace session caused more people to give a free trial a chance |
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External forces and inflection points.
Wednesday, January 24, 2024
Hey friends 👋🏾, In many of the founding stories I wrote for this newsletter, I noticed that there is often an external force outside of a product or feature set that was instrumental in getting the
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