How to Trigger Product Usage that Sticks and Establish a Product Vision

How to Trigger Product Usage that Sticks and Establish a Product Vision

In order to create a successful product that users will stick with, there are several key factors to consider. One of the most important is understanding the importance of triggers. Triggers are what motivate users to take action and build a new habit. However, it's not enough to simply provide external triggers. Users must also have an internal trigger, or intrinsic motivation, to engage with your product.

To illustrate the power of triggers, let's look at the example of the meditation app Calm. By proactively prompting new users to set a daily reminder after their first meditation session, Calm saw a 3x increase in daily retention. This shows that when users are reminded and motivated to engage with a product, they are more likely to stick around.

But how do you create effective triggers? One approach is to deliver value in the message itself. Show users the benefits and value they will gain from using your product, enticing them to take action. Additionally, amp up the anticipation. Make users excited to engage with your product by highlighting the positive experiences and outcomes they can expect.

However, it's not enough to focus solely on triggers. You also need to have a clear product vision and roadmap. A product vision is essential for guiding your team and helping them navigate from where you are today to where you want to be in the future.

The GLEe model can be a helpful framework for articulating your product vision. GLEe stands for Get Big, Lead, and Expand into. This model helps you establish your initial beachhead, identify how you will lead from there, and plan for further expansion. While the product vision doesn't have to be set in stone, it should provide a rough plan and help investors and employees understand the potential opportunity and steps to achieve it.

To ensure alignment within your organization, it's crucial to have shared language and overcommunicate about the product progression and investment levels at each stage. This helps everyone understand the company's long-term goals and stay on the same page.

In conclusion, to trigger product usage that sticks, you need to motivate users with both external and internal triggers. Deliver value in your messages, create anticipation, and guide users towards meaningful engagement. Additionally, establish a clear product vision and roadmap to provide direction and alignment within your organization.

Actionable Advice:

1. Identify the internal triggers that will motivate users to engage with your product. Understand their intrinsic motivations and tailor your messaging accordingly.
2. Proactively prompt users to take action and set reminders or create habits within your product. This can significantly increase user retention and engagement.
3. Develop a clear product vision and roadmap that outlines your long-term goals and steps to achieve them. Overcommunicate this vision to ensure alignment within your organization.