Building User's habit to do Check-in

The BIG question: How do we make our users commit to doing a coin check-in daily?

User Goals: Get more coins by doing hassle-free check-in every day.

Our Hypothesis: Combining Fogg Behavior Model with Variable Rewards, which we combine the motivation state with typical users' motivation

So, the Fogg Behavior Model says that to change behavior, three things need to happen at the same time: you need to be motivated, have the ability to do it, and get a prompt or trigger. When all three are in place, you're more likely to take action. So, if you're motivated, capable, and something pushes you, you'll probably change your behavior.
Read more about Fogg Behavior Model ↗

For Variable Rewards, there are three types: social rewards, like feeling connected; rewards of the hunt, like finding deals or new info; and personal rewards, like achieving goals or enjoying sensory experiences. Social media gives us social validation, shopping apps play into our hunting instincts, and games or tasks satisfy our need to achieve. Even though the tools have changed, these motivations are as old as humanity.
Read more about Variable Rewards ↗

Our Solution: Check-in Widget on Android and iOS

We're breaking this down into three possible scenarios. In the first scenario, the user isn't checking in or completing tasks. From the data, we think the user still has high motivation, but something small is causing a delay. In the second scenario, if the user hasn’t checked in for a few days, it might indicate a drop in motivation, likely because they lack internal drive. To address this, we plan to introduce external rewards to hopefully spark that internal motivation.

Nir Eyal suggests that people seek three kinds of rewards: social (tribe), hunting (like finding deals), and personal (self-achievement). We believe our users are primarily motivated by hunting for monetary rewards, like extra bonuses and coins. They also enjoy mastering challenges, like maintaining a streak. Lastly, for social motivation, we use Shopee's mascot in every country to give them recognition and encouragement based on their actions.

In the second scenario, the user has checked in but hasn’t done the task yet. We think they’re still motivated but probably got distracted by something else. To get them to complete the task, we can tap into their desire for rewards, like offering money or bonuses, which can boost their motivation.

In the third scenario, we've had a small win because the user has completed all the tasks. Now, the challenge is to keep them on track and help them maintain their streak. To do this, we should focus on keeping them motivated with personal rewards and a sense of belonging. Basically, we’ll show them their progress or streak by highlighting the coins they've earned, which will act as a gentle nudge to keep going.

Example in Daily Life: Imagine you’re on a fitness app, and you've worked out every day for a week. The app shows you a streak counter along with the total calories you’ve burned. Seeing that progress not only makes you feel good about yourself but also motivates you to keep the streak going, so you don’t miss out on the rewards you’ve earned.

One key feature that we think will make a big difference is our floating video tutorial. We noticed that adding widgets on iOS isn’t as simple as it is on Android—people often miss the small (+) button in the top left corner. So, this video is our way of helping users who might not know how to add a widget.

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