Leveraging Community
Design for the networks your user operates within to reinforce active use
Principles at a glance
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01
Create connections with like-minded peers
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02
Build trust with social proof
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Principles in action
Create connections with like-minded peers
Principle 01
Community has a major role to play in how last mile users make financial decisions. People turn to friends and family for ideas, advice and trust. Highlighting experiences of peers, and building mechanisms for peer-to-peer learning and support are ways good design can tap into that real world behavior in service of users’ needs.
Principle 02
Build trust with social proof
Building repeat use with last mile users is closely linked to building trust. The more safe and secure users feel in their choices, the more likely are they to transact frequently and at higher values. One way to signal this trust is to highlight how others in their community have benefited from your product. When your user base is small, it is best to go hyper-local and specific, and once user numbers have grown, it can be powerful to talk about your overall reach.
Explore other moments in Active Use
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Tracking Progress
Bring users back to see how well they’re doing over time
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Exploring What’s New
Support active and passive exploration of new features, capabilities and value propositions
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Building Repeat Behaviors
Make complex flows bite-sized and build in rewards that help users get through, one step at a time
