A variable explosion
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Happier users
Asana
Productivity supertool
Asana hides variable rewards in routine actions — flying unicorns, random Like animations — alongside draft reminders and card-free trials, with examples from our UX Bites.
Key takeaways from 1 Case Study and 8 UX Bites
Rare surprises in routine actions, e.g., a unicorn flying past after you complete a task
The exploding 'Like' animation on comments differs slightly each time, keeping the reward variable
Asana emails you about comments you left as drafts, recovering intent you'd forgotten about
Last updated: 27/08/2026
Real world examples
Asana's Yeti
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Happier users
Comment left as a draft
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Asana's flying unicorn
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Encourage habits+ 1 more
Asana reminding you of the benefits
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Retention tip+ 2 more
Starting a trial without a credit card
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Conversion rates+ 2 more
Asana needs to be reloaded
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Reduce anxiety+ 1 more
Interactive Figma preview in Asana
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UX Case Studies
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