Design for immediate habits, not future promises

We are all present bias, which means we prioritize our present self over our future self, so there are plenty of reasons that somebody, your customer, your user should take an action, but you actually have to give them a reason to take an action today.

You're going to sign up for One Medical, six months later, you're going to get a fever and get sick, and are you going to remember this app that you signed up for six months ago? Probably not. You're going to do the same thing you did before, which is call the doctor that you've normally gone to.

Usually it's somewhere in the onboarding to habit-building experience. What does it take for someone to actually understand the value, that first moment, that first aha moment in the product? And a lot of teams, it's shocking how many teams don't really understand what that moment is for them.

I think it's like 70% of people log into an app, log into a product once and never come back. It's wild. So the fact that so many companies don't have some sort of win back or re-engagement always blows my mind.

We call this Right for Wrong, doing the right thing for the wrong reason, where the right thing may be completing the flow, but the wrong reason is seeing that error message go away.