Building Repeat Behaviors
Make complex flows bite-sized and build in rewards that help users get through, one step at a time
Principles at a glance
-
01
Make common flows quick to complete
↓
-
02
Use challenges to build & reward behaviors that build wealth
↓
-
03
Design tangible and intangible incentives to reward usage
↓
Principles in action
Make common flows quick to complete
Principle 01
If you land a valuable benefit for users, they’ll return to a key flow on repeat visits. like depositing to a saving goal on a regular basis. Last mile users often rely on muscle memory for navigating flows, and a few consistent taps takes less bandwidth to navigate than fifteen screens, so design for shortcuts. Especially for merchants and agents who rely on a high volume of repeat transactions with customers, faster transactions mean faster earnings.
Principle 02
Use challenges to build & reward behaviors that build wealth
Building stickiness can be hard, especially when you ask users to shift from time-worn physical behaviors to digital ones. Ease the transition by breaking usage into smaller steps to build momentum in the first 10-15 days of a user’s journey. Offer users intrinsic and extrinsic rewards for making progress as their digital habits and financial confidence grow.
Principle 03
Design tangible and intangible incentives to reward usage
Incentives are a helpful tool that should be used carefully. Extrinsic incentives motivate users to try out a new product, often delivering value before the product has earned trust or created actual value. When used incorrectly, incentives can become transactional, and when an initial promotion goes away, so do your users. When used strategically and in conjunction with value created, incentives can help users persist and adhere to even tough financial behaviors over the long term. Finding the right balance requires a deep understanding of your users’ needs, the incentives that might matter to them, and the types of behaviors and product interactions you seek to motivate.
Explore other moments in Active Use
-
![]()
Tracking Progress
Bring users back to see how well they’re doing over time
-
![]()
Exploring What’s New
Support active and passive exploration of new features, capabilities and value propositions
-
![]()
Leveraging Community
Design for the networks your user lives within to reinforce active use
