Fresh Start Effect

Try checking whether returning users' goals are still the same after a period of inactivity, and letting them start fresh with new goals if they've changed.

Onboarding for a returning user. After "Welcome back! So nice to see you again." and "Start!", the next screen asks "What brings you back to the app?" with reasons such as "I have new motivation to get started again."

Example from

Yazio

One option is to give returning users the choice to pick up where they left off, or start anew, so coming back after a while doesn't feel like catching up.

Home screen for a lapsed user. A "Welcome back" message notes it's been a while since they last trained and offers two choices: "Resume my progress" or "Reset my progress".

Example from

Elevate

Consider adding a small moment of theatre, e.g., swiping up to restart a streak, so a fresh start after a break feels meaningful, not routine.

Streak confirmation. An unlit flame prompts "Swipe up to ignite your streak!"; swiping up lights it and reveals "1 day streak" with "A streak is born! Practice every day to build a habit." and the first day ticked.

Example from

It may help to give lapsed users a small reward just for coming back, so the fresh start feels welcomed instead of like a punishment for the break.

Returning-user reward screen. A message says "You earned 300 gems for coming back!" with a "CLAIM REWARD" button and the current gem balance shown, encouraging lapsed learners to re-engage with an incentive.

Example from

Possible impacts

Offering lapsed users a fresh start, rather than a pile of unfinished progress, could increase how many of them convert back into active users.

As seen in:

Returning users may be more willing to try a different feature or course, if the switch is framed as a fresh start instead of abandoning what they began.

As seen in:

Users who restart at a meaningful moment may commit to a routine more readily, helping them rebuild lapsed habits instead of quitting after a break.

As seen in:

Duolingo Gems for simply coming back

A fresh start lets people put past slip-ups behind them, which might increase their motivation to put in effort again, rather than feeling guilty about falling behind.

As seen in:

Yazio Welcome back to Yazio

Written by Peter Ramsey

Consultant to 100+ companies

Published: 01/04/2024

How to utilise this in your designs

When someone returns after a long break, you could ask whether they'd like to continue their previous course, or start something new as a fresh start.

Example from

Try checking whether returning users' goals are still the same after a period of inactivity, and letting them start fresh with new goals if they've changed.

Example from

Yazio

One option is to give returning users the choice to pick up where they left off, or start anew, so coming back after a while doesn't feel like catching up.

Example from

Elevate

Consider adding a small moment of theatre, e.g., swiping up to restart a streak, so a fresh start after a break feels meaningful, not routine.

Example from

It may help to give lapsed users a small reward just for coming back, so the fresh start feels welcomed instead of like a punishment for the break.

Example from

Possible impacts

Offering lapsed users a fresh start, rather than a pile of unfinished progress, could increase how many of them convert back into active users.

As seen in:

Returning users may be more willing to try a different feature or course, if the switch is framed as a fresh start instead of abandoning what they began.

As seen in:

Users who restart at a meaningful moment may commit to a routine more readily, helping them rebuild lapsed habits instead of quitting after a break.

As seen in:

Duolingo Gems for simply coming back

A fresh start lets people put past slip-ups behind them, which might increase their motivation to put in effort again, rather than feeling guilty about falling behind.

As seen in: