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Note: this case study was released before I started writing accompanying articles, which is why it's just the slideshow.

Personalised user experiences are everywhere. The problem is that most of the time it doesn't work. This is how Nike nail it, with a few simple tricks.
Why saying "Good Afternoon..." is usually a waste of time
The common mistake with recommended content
How Nike uses showmanship to create personalised experiences

Lovable is addictive and enjoyable to use. Here's how they hook new users in the first 5-minutes of usage, and convert them into paid customers.
How Lovable is similar to a slot machine
The psychological loops that drive habit and retention
How to time paywalls to be more effective

We're all familiar with (if not bored to death by) the confetti blast celebration. This is how to design a motivational slingshot that actually works.
Learn which milestones to celebrate, and why
The common mistake when building celebrations
Techniques for upselling more effectively
Companies are building unique features, but then failing to show anyone how to actually use them.
How to structure onboarding for creative input (like AI)
Identifying when simply "pointing" isn't enough
How to make these features more memorable

Substack is optimised for writers, not readers. They use deceptive design and psychological exploits to drive growth.
How Substack uses deceptive design to boost sign-ups
How they exploit uncertainty to drive upgrades
The risks of careless A/B testing
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