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Note: this case study was released before I started writing accompanying articles, which is why it's just the slideshow.
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
The best retention strategy? Design a product that helps users feel like they’re making progress—right from the moment they set a goal.
How to create goals that stick
Framing benefits better to upsell more
Reducing churn by leaning into goals
A breakdown of three common onboarding techniques, and how to stop people ignoring them.
Why users ignore your onboarding
What you can do to fix it
Advanced onboarding techniques
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