Send a friendly morning reminder, then an evening 'your partner will be sad' nudge

An Nayal… like, "Hey, daily discovery question, this is the main thing we want you to come back for." Now, what I did regarding retention is I studied the work of a Stanford professor called BJ Fogg. He works a lot in habit formation, and we realized that every retention event needed to be tied with a trigger. It needed to have something which was a daily habit to call people back on a regular basis, and it needed to have a carrot-and-the-stick approach.

An NayalWhat was the carrot-and-the-stick approach in this case? In the morning, if you would answer or not answer your daily question when it was live, you would get a carrot notification reminding you, "Hey, come back, answer your question, take care of it." And as the day passed, if you did not answer your daily question, we would send a stick notification reminding you that, "Hey, it's time for you to answer the daily question. You're You're going to lose your streak. Your partner's going to be sad. Your partner's going to be missing out."

An NayalUm, and it worked really well for us. I mean, we were able to increase our day-30 retention from 4.2% to roughly 30% and then all the way up to 50% by doing this.

Joseph… like TikTok and Instagram at the time. And how the heck do you do you make an app more retentive than TikTok? So the stick was like you send notification to warn the user that their streak is about to expire. So there's sort of like the fear of loss. You have this a streak built up, and you don't want to lose it. So that was the stick, and then what was the carrot? Is it just the streak itself, or are there other like features that you put in?

An NayalI don't think, actually, it was that directly. I think it was what it was linked to. Now, that is a big advantage we got. You losing the streak was not linked to you losing the streak. It was linked to you making your partner sad.

JosephMhm. Mhm.