How to Trigger Product Usage that Sticks: Insights from Nir Eyal and Tom Preston Werner

How to Trigger Product Usage that Sticks: Insights from Nir Eyal and Tom Preston Werner

In today's competitive market, it's not enough to just acquire users for your product. The true challenge lies in retaining those users and getting them to use your product regularly. In this article, we will explore the insights shared by Nir Eyal and Tom Preston Werner on how to trigger product usage that sticks.

Nir Eyal, in his article on Medium, emphasizes the importance of building habits in users. He states that habits don't begin with action, but with a trigger to action. You need to motivate your users to build a new habit by providing external triggers. However, it's crucial to remember that intrinsic motivation is the fuel that drives users to take action. Therefore, your aim should be to tap into that intrinsic motivation with the sparks of your external triggers.

To illustrate this point, Eyal mentions 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 by incorporating triggers in the onboarding process, you can encourage users to engage with your product regularly.

Tom Preston Werner, in his talk at Startup School 2012, shares valuable insights on designing a successful product. He emphasizes the importance of focusing on design and not diluting the product with unnecessary features. Design matters, and if you screw up the design, you screw up the product. This resonates with Eyal's point about the importance of external triggers. The design of your product and the way you present the triggers can make a significant impact on user engagement.

Werner also highlights the need to optimize for happiness. He encourages entrepreneurs to think about how their product can create more happiness in the world for customers, members, and shareholders. This aligns with Eyal's emphasis on intrinsic motivation. If your product can provide value and benefit to users, it will naturally lead to increased happiness and satisfaction, making them more likely to stick around.

Furthermore, Werner mentions the three components that matter: people, product, and philosophy. This aligns with Eyal's focus on building habits and tapping into intrinsic motivation. By understanding your users, continuously improving your product, and aligning with a strong philosophy, you can create an environment that fosters long-term engagement.

So, how can you apply these insights to trigger product usage that sticks? Here are three actionable pieces of advice:

1. Focus on designing a seamless user experience. Eliminate unnecessary features and prioritize simplicity. A well-designed product will naturally attract and retain users.

2. Understand the intrinsic motivations of your users. What are their pain points, and how can your product provide value and benefit? By addressing these motivations, you can create a strong internal trigger that compels users to engage with your product regularly.

3. Continuously improve and adapt your product based on user feedback. Listen to your users and incorporate their suggestions. This not only shows that you value their input but also ensures that your product remains relevant and useful.

In conclusion, triggering product usage that sticks requires a combination of external triggers, intrinsic motivation, and a well-designed product. By incorporating these insights from Nir Eyal and Tom Preston Werner, you can create a user experience that not only attracts users but also keeps them engaged and satisfied. Remember, the success of your product relies on the success of your behavioral design, so invest time and effort in understanding your users and delivering value to them.