How to Trigger Product Usage that Sticks: Understanding Aggregators and Behavioral Design

How to Trigger Product Usage that Sticks: Understanding Aggregators and Behavioral Design

In today's digital age, creating a product that not only attracts users but also keeps them engaged is crucial for success. One way to achieve this is by understanding the principles of behavioral design and the concept of aggregators. By combining these two concepts, you can create a product that not only triggers user action but also builds a loyal user base.

When it comes to triggering product usage, one key aspect to consider is the concept of habits. Habits don't begin with action; they begin with a trigger to action. This means that no matter how many external triggers you provide to people, they won't take action if they don't have the intrinsic motivation to do so. Therefore, it's important to focus on creating internal triggers within the user.

To successfully trigger product usage, you need to motivate users to build a new habit. A great example of this is the meditation app Calm. By proactively prompting new users to set a daily reminder after completing their first meditation session, Calm saw a 3x increase in daily retention. This shows the power of providing users with a trigger that aligns with their intrinsic motivation.

Another crucial aspect of triggering product usage is delivering value in the message itself. When onboarding new users, it's important to showcase the value and benefits they will experience by using your product. By highlighting the unique features and advantages, you can amp up the anticipation and create a sense of excitement. This anticipation can serve as a trigger for users to take action and engage with your product.

In addition to delivering value, it's important to guide users to repeat meaningful engagements. Many new users never return after their first session, which is why triggers are so important. By prompting users to take specific actions that lead to their "aha" moment, you can increase the chances of them becoming regular users. This guidance to value and benefit will not only motivate users to interact with your product but also create a habit of using it.

Now that we understand the principles of triggering product usage, let's explore the concept of aggregators and how it relates to behavioral design. Aggregation Theory describes how platforms, known as aggregators, dominate industries in a systematic and predictable way. Aggregators have three key characteristics: a direct relationship with users, zero marginal costs for serving users, and demand-driven multi-sided networks with decreasing acquisition costs.

The direct relationship with users is essential for aggregators as it allows them to own the user relationship and scale it. Netflix is a great example of a Level 1 Aggregator. They own the user relationship and bear no marginal costs in terms of COGS, distribution costs, or transaction costs. The more content Netflix acquires, the more value it provides to users.

Level 2 Aggregators, on the other hand, do not own their supply but incur transaction costs in bringing suppliers onto their platform. These aggregators typically operate in industries with significant regulatory concerns. Level 3 Aggregators, like Google, have zero supply costs. Suppliers actively make themselves more easily searchable and discoverable, creating a symbiotic relationship with the aggregator.

The ultimate level of aggregation is achieved by Super-Aggregators like Facebook and Google. These platforms operate multi-sided markets with zero marginal costs on all sides. They attract users and suppliers for free while generating revenue through self-serve advertising models.

Understanding the concept of aggregators can provide valuable insights into how to create a product that triggers usage and builds a loyal user base. By owning the user relationship and providing value through discovery and curation, aggregators can attract and retain users. This highlights the importance of creating a product that offers a superior service and simplifies the user-supplier relationship.

In conclusion, to trigger product usage that sticks, it's important to understand the principles of behavioral design and the concept of aggregators. By motivating users to build new habits through intrinsic triggers, delivering value in the message itself, and guiding users to repeat meaningful engagements, you can create a product that not only attracts users but also keeps them engaged. Additionally, by adopting the characteristics of aggregators, such as owning the user relationship and providing value through discovery, you can create a platform that dominates its industry. Remember, the success of your product relies on your ability to trigger usage and build a loyal user base.