Skills you'll build
Delight can replace progress, but only temporarily
"The middle" is the real retention problem
Motivation needs contextualised reference points
It looks deceptively easy to build a challenge.
Just get the user to do a little bit more each day, and build a streak.
After a while, that creates a flywheel of motivation, right?
Well, maybe. But there's also a long stretch in the middle where progress feels invisible, and people give up.
The Monzo 1p savings challenge exposes this problem perfectly, and so I talked to them about it. How did they motivate users to save for an entire year?
This case study looks at how to retain users during the most difficult (and often ignored) phase: the middle slump.
Case study
Written by Peter Ramsey
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