What is the Personality of Your Product? The Hierarchy of Engagement


Hatched by Glasp

Aug 06, 2023

4 min read


What is the Personality of Your Product? The Hierarchy of Engagement

When building social products, one crucial aspect to consider is the personality of your product. How do you want your customers to perceive your app? Fun is often the key feeling that you must achieve. Without a sense of fun and enjoyment, your product may struggle to attract and retain users. But how can you determine the personality of your product? One way is to start by picking a few words that come to mind when you think about your product's character. However, it's also important to seek the opinions of your teammates and gather their insights on the matter.

The personality of your product isn't just about the features and functionalities it offers. It goes beyond being in a specific location or having a particular design. Instead, the personality of your product is deeply influenced by the leader of your product team. The team leader's vision, values, and approach to product development shape the overall personality that your product embodies. Therefore, it's essential for the leader to have a clear understanding of the desired personality and ensure that it aligns with the target audience.

To truly engage users, it's crucial to understand the hierarchy of engagement. User engagement can be seen as the fuel that powers products, driving growth and success. The hierarchy of engagement consists of three levels: growing engaged users, retaining users, and self-perpetuating engagement.

The first level of the hierarchy is growing engaged users. This involves attracting new users and getting them actively involved with your product. To achieve this, your product must offer a compelling value proposition that resonates with your target audience. It should address their pain points, provide solutions, and offer an enjoyable experience. By creating a product that users find engaging from the start, you can build a solid foundation for growth.

Once you have acquired engaged users, the next level of the hierarchy is retaining them. It's not enough to simply attract users; you must also keep them coming back for more. This requires ongoing efforts to enhance the user experience, provide regular updates, and offer new features or content. By consistently delivering value to your users, you can increase their loyalty and encourage long-term engagement.

The final level of the hierarchy is self-perpetuating engagement. This occurs when your product becomes so valuable and enjoyable that users not only continue to use it but also actively promote it to others. Word-of-mouth marketing and user referrals are powerful drivers of growth. To achieve self-perpetuating engagement, you need to create a product that users love and are excited to share with their network. This can be achieved by focusing on delivering exceptional experiences, fostering a sense of community, and providing opportunities for users to connect and interact with each other.

Incorporating unique ideas and insights into your product strategy can give you a competitive edge. One approach is to utilize gamification elements to make your product more fun and engaging. By incorporating game-like features such as leaderboards, achievements, and challenges, you can tap into users' natural desire for competition and achievement. This can create a sense of excitement and motivate users to keep coming back to your product.

Additionally, personalization is another key aspect to consider. By tailoring the user experience to individual preferences and needs, you can create a more personalized and meaningful connection with your users. This can be achieved through data-driven insights and user feedback. By understanding your users' behaviors, preferences, and pain points, you can deliver a product experience that feels tailor-made for each user, further enhancing engagement and satisfaction.

In conclusion, understanding the personality of your product and creating a fun and engaging experience are essential for success in the social product space. By picking a few words that reflect your product's character and seeking input from your teammates, you can develop a clear vision of your product's personality. Additionally, focusing on the hierarchy of engagement and emphasizing the growth of engaged users, user retention, and self-perpetuating engagement can help fuel the success of your product. Incorporating unique ideas such as gamification and personalization can further enhance the overall user experience. By taking these actionable steps, you can create a product that not only attracts and retains users but also inspires them to become brand advocates, driving organic growth and long-term success.

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