Latest Articles
Why OS-Level Engagement Works
Mobile engagement has changed. Users open fewer apps, ignore most push notifications, and increasingly rely on the opera... Read more
The Shift From In-App UX to OS-Level UX
Mobile engagement is evolving. For years, product teams focused on improving in-app UX- better onboarding flows, cleaner... Read more
Understanding Activation (D1)
Activation (D1) is the point where a new user experiences the core value of an app for the first time. It's the moment t... Read more
Understanding Retention (D7 & D30)
Retention is one of the clearest indicators of a product's long-term health. While activation (D1) measures the first sp... Read more
The Psychology of Micro-Motivation
Motivation in mobile products rarely comes from big, dramatic moments. It comes from small signals- the tiny cues that r... Read more
Strategy Guide: Improving Activation (D1)
Activation (D1) is the critical moment when a new user decides whether the product is worth continuing. It's the point w... Read more
Strategy Guide: Improving Early Retention (D7)
Early retention (D7) is one of the most important milestones in the user journey. If activation (D1) is the spark, D7 is... Read more
Strategy Guide: Increasing Long-Term Retention (D30)
Long-term retention (D30) is where mobile products truly prove their value. While D1 activation and D7 retention reflect... Read more
How Habit Loops Form in Mobile Apps
Habit formation is the foundation of strong mobile retention. While onboarding and early engagement help users take thei... Read more
The Role of Progress Visibility in D1 → D30 Retention
Progress visibility is one of the most powerful - and most underestimated - drivers of mobile engagement. It influences ... Read more
Ambient Surfaces
Ambient Surfaces are OS-level elements that quietly accompany the user throughout their day. Instead of demanding attent... Read more
Next-Step Surfaces
Next-Step Surfaces are OS-level interfaces designed to show users exactly what they should do next- clearly, intuitively... Read more
Progress Surfaces
Progress Surfaces are OS-level interfaces that make a user's advancement toward a goal visible at a glance. Their purpos... Read more
Streak Surfaces
Streak Surfaces are OS-level interfaces designed to help users maintain behavioral consistency by visualizing the uninte... Read more
Micro-Motivation Surfaces
Micro-Motivation Surfaces are OS-level experiences designed to deliver small bursts of encouragement that keep users mov... Read more
Daily Cues
Daily Cues are OS-level signals designed to gently remind users of an action, intention, or routine that should happen t... Read more
Task/Goal Surfaces
Task/Goal Surfaces are OS-level interfaces that give users a clear view of what they need to accomplish, not at some poi... Read more
Reactivation Surfaces
Reactivation Surfaces are OS-level interfaces designed to gently draw users back into a behavior after momentum has been... Read more