"Products that have natural frequencies of more than once per month are within the ""Habit Zone"" because it is easier to build a recurring habit with the user. Products that are infrequent (less than quarterly) are in the ""Forgettable Zone"" because it is easy for the user to forget about your product due to the low frequency for the use case."

"Most modern product and growth strategies originated in companies with frequent products (Zynga - Games, Facebook - Social, etc)"

"The ICED theory presents a mental model to help address the challenges faced by infrequent products and facilitates the crafting of a growth-oriented approach."

"I = Degree of Infrequency C = Degree of Control Over the User Experience E = Degree of Engagement Before, After, and During The Transaction D = Distinctiveness of The Product"

"The more infrequent the product, the poorer the product recall by the customer. Further, the degree of infrequency informs key business decisions, such as monetization and the cost of traffic acquisition."

"In an infrequent product, higher engagement ensures customer loyalty in the form of retention or advocacy. Engagement is determined by three things: How complex a transaction is Degree of touch Predictability of retention"

"In their well-researched book The Effortless Experience, authors Matthew Dixon, Nick Toman, and Rick DeLisi contend that decreasing a transaction's ""perceived effort"" could dissuade a customer from being disloyal. In other words, reducing the effort invested will reduce churn."

"Failure to be distinctive and the infrequency of transactions can ultimately strain customer acquisition."

"In the case of infrequent products, product–market fit is a function of market penetration because, unlike frequent products, the time gap between transactions is wider."

"The more frequent a product is, the better equipped it will be to withstand economic cycles."

"Take WhatsApp and Google Search as examples—these products are not affected by macroeconomic factors. Highly infrequent products have a high order value, and this increases the susceptibility to macroeconomic factors."

"All products have a natural frequency of usage"

"Reforge calls this the Use Case Frequency Spectrum. Products that have natural frequencies of more than once per month are within the ""Habit Zone"" because it is easier to build a recurring habit with the user."

"Products that are infrequent (less than quarterly) are in the ""Forgettable Zone"" because it is easy for the user to forget about your product due to the low frequency for the use case."

"A big problem I've observed is that a lot of people try to apply the same tactics and strategies of frequent products to infrequent products."

"Most modern product and growth strategies originated in companies with frequent products"

"Infrequent products are treated as a bug as opposed to a feature"

"My experiences over the years taught me that managing infrequent products is a difficult affair, and I developed a fascination for it."

"An intro to the ICED Theory (Infrequency, Control, Engagement, Distinctiveness), a framework to grow infrequent products"

"Managing an infrequent consumer product can be difficult, as the window of interaction is limited."

"Gain knowledge on the users and product in such a short duration"

"Establish a sustainable acquisition engine"

"How do I conduct customer research in a transactional domain? Can I truly uncover the pertinent pain points, given that they surface infrequently?"

"How do I grasp precisely what goes through my users' minds during the hiatus between their successive use of the product?"

"How is retention conceptualized in the case of infrequent products? How can lifetime value be defined for some of these products?"

"I = Degree of Infrequency"

"C = Degree of Control Over the User Experience"

"E = Degree of Engagement Before, After, and During The Transaction"

"D = Distinctiveness of The Product"

"To grow infrequent products, we deploy strategies to move from the left to the right side of the spectrum for any of these dimensions."

"Customers’ ability to relate to an infrequent product may decrease over a period of time, resulting in the need to constantly attract new customers."

"“When a customer engages with your product, they form an experience. Assuming it's a positive experience, as time passes, the customer's ability to recall this product may decrease over time."""

"The more infrequent the product, the poorer the product recall by the customer."

"However, offering a complete experience is challenging when the product is infrequent and the relevant experience occurs outside the product."

"TurboTax allows users to file taxes entirely within the product. It makes complex tax filing simple for customers. Hence, TurboTax boasts a high net promoter score (north of 70). During my time at Intuit, the desktop line of TurboTax enjoyed an enviable retention rate of over 90% year-on-year, and the business witnessed growth."

"Indeed.com, on the other hand, has no means of controlling the job interview experience—the most critical component of the job-hunting process. Having only partial control over user experience, this product can delight customers only during the job search process."

"During a transaction, the degree of complexity influences the extent of customer engagement. In their well-researched book The Effortless Experience, authors Matthew Dixon, Nick Toman, and Rick DeLisi contend that decreasing a transaction's ""perceived effort"" could dissuade a customer from being disloyal."

"The second aspect of engagement concerns whether a product requires single touch or constant touch. User reviews on Tripadvisor serve as an example of products with a single touchpoint."

"Stitch Fix, on the other hand, exemplifies a constant-touch product. Every time users wear the clothes bought from Stitch Fix that make them look good and fit them well, the value of Stitch Fix is reinforced."

"The third aspect of engagement concerns the extent to which customer retention can be predicted. The spectrum of infrequent products ranges from those that have predictable retention to those that do not."

"On one end of the spectrum are products such as Indeed, where predicting when someone will seek a job is difficult. On the other hand, tax products are used annually; therefore, predicting and measuring customer retention is easy for such products."

"Frequency refers to the gap between the transactions in a user's lifetime. Increasing the frequency benefits the product with the increase in penetrability."

"Engagement indicates how immersed the users are during their interaction with the product before, during, and after the transaction. Engagement in the scope of ICED theory is emblematic of lifetime retention."

"In an infrequent product, the story registered in the user's mind governs a strong brand recall that can, in turn, increase customer acquisition or repeat acquisition."

"The distinctiveness of Airbnb’s value proposition leads to the brand enjoying a strong recall among its customers and non-customers alike. It enjoys a whopping 67% direct traffic."

"On the other hand, non-distinctive OTA offerings such as Expedia primarily rely on search engines and paid traffic. Failure to be distinctive and the infrequency of transactions can ultimately strain customer acquisition."

"Let's take a look at the concept of product-market fit. In the case of frequent products, the product–market fit is measured through retention — that is, the core activity’s repeat transactions."

"In the case of infrequent products, product–market fit is a function of market penetration because, unlike frequent products, the time gap between transactions is wider. Therefore, the quantification of repeat transactions is not an appropriate indicator of market fit for infrequent products."

"Most high-value infrequent products are not of use to everyone in the market at the same time."

"Extending the above example of job hunting, it is not easy to influence someone to look for a job. Therefore, even if a customer has a satisfying experience, the referral loop may not be effective in most cases."

"Infrequent products can be classified into two categories—those that are naturally immune to economic cycles and those that need to develop resilience."

"Most infrequent products, such as those in the domains of education, health, and taxes, are naturally resilient."

"Take WhatsApp and Google Search as examples—these products are not affected by macroeconomic factors."

"Highly infrequent products have a high order value, and this increases the susceptibility to macroeconomic factors."