How to make users addicted to ordinary sign-in

Most Internet products have a sign-in function. For users, the sign-in action is simple and full of ritual. For business parties, it can activate users and improve retention. How to design a mediocre sign-in experience that makes users unable to extricate themselves? This article analyzes this and designs a sign-in experience that users cannot extricate themselves from.

Sign-in is a standard feature of almost all Internet products. As the intersection of user incentive system and activity operation, for users, the sign-in action is simple and ceremonial, and it is easy to gain achievement and satisfaction; for business parties, although the function is small, it can leverage activity and retention rate.

Today, we will explore: How to design a simple sign-in so that users can't help but want to use it? Whether you are an entrepreneur, product manager or marketer, you can get valuable information.

Without further ado, let's go straight to the main text. Enjoy:

01 Issues that need to be confirmed before design sign-in

1. Why is it necessary to sign in and clock in?

(1) Simple design, deeply rooted in people’s hearts

From kindergarten to work, signing in and clocking in are common in real life. For users, moving to online products has low understanding costs and a strong sense of ritual.

(2) Habit formation and daily activity tips

Once users accept the sign-in and gradually develop the habit, they will strengthen their memory and habit formation through repeated repetition. Without the need for complex recall methods, users can be attracted to automatically open and log in to the product, contributing a rare daily activity.

(3) Driving traffic to more functions

When we sign in, it is definitely not just for the user to complete an action. Signing in gives him a reason to return to the product, so we can plant rewards on his path and attract more functions. For example, issuing coupons to guide orders, showing more tasks to guide the way, etc.

2. What are the pitfalls that must be avoided when designing sign-in?

(1) Check-in is a tool, but it is not suitable for pure tools

Signing in is useful, but don't do it just for the sake of doing it. In pure tool-oriented Internet products, the sign-in function may not be suitable or have no obvious advantages. Pure tool-oriented Internet products usually focus on providing a specific function or service, such as calendar, note-taking, translation, etc. Users usually pay more attention to practicality and efficiency, and the sign-in function may be considered redundant or unnecessary.

(2) Don’t make the clock-in reward fixed

Perhaps some products set fixed rewards in the sign-in function in order to save effort and use templates, so that users receive the same rewards regardless of the number of times or continuity of their sign-ins.

This approach has obvious negative effects. First, it makes the user experience feel too consistent and predictable, lacking freshness and surprise. Second, fixed rewards cannot be personalized based on user behavior or preferences.

02 Common sign-in methods

1. The core module of the sign-in function

(1) Sign-in method

Manual sign-in: Induce users to actively click on a designated location to get rewards

Automatic sign-in: Get rewards every time a user logs in

Interactive sign-in: Get rewards by clicking on a few simple steps

(2) Settlement date

Daily sign-in: Users complete the sign-in behavior specified by the platform every day and receive rewards;

Accumulation: Users receive rewards when they sign in a certain number of times within a specified time period.

Periodicity: Users can receive periodic rewards by signing in every 3, 5, 7 or one month.

Mixed: Users can get rewards by signing in daily, and can get additional rewards by reaching the cumulative number within a specific period.

(3) Reward Form

Experience rewards: rewards that are generated by giving users additional product experiences or additional services;

Material rewards: Material rewards can be divided into monetary rewards, material rewards, or related activity discounts; the resulting reward results are also the most direct and effective way to attract new customers and retain existing customers.

Spiritual motivation: Using emotional language to encourage or issue medals of honor to motivate users is the lowest cost, most appropriate and most efficient way to reward users.

2. Summary in one table: 12 Internet product sign-in plans

I have said a lot, and the above are all theoretical things. Now I would like to use 12 cases to illustrate the design of the sign-in function:

• Most products adopt the form of manual sign-in + interactive sign-in to enhance the sense of ceremony and fun;
• The sign-in entrance is often placed on the homepage or my page, with a high priority;
• Regardless of the product's frequency of activity, daily sign-ins are used, and cumulative sign-ins are often used to trap users and increase the cost of abandonment;
• The rewards are mainly in the form of material rewards, and tokens are often interchangeable with the points mall and can be exchanged for physical rewards.

03 Continuous innovation to design an addictive check-in experience

The above cases show that the check-in function is indeed common in various star products and services. However, many traditional check-in methods are often bland and unattractive, causing users to quickly lose interest. In order to increase user engagement and stickiness, we need to continue to innovate and design an engaging check-in experience.

Most importantly, we need to deeply understand the needs and psychology of users. The motivations for users to participate in check-in activities can include social identity and competitive psychology, rewards and incentives, and a sense of self-growth and goal achievement. Understanding motivation can help us design a more attractive check-in experience.

At the same time, the following aspects can be considered:

1. Innovative sign-in methods: can be designed according to user preferences and interests, such as puzzle sign-in, photo sign-in, etc. Such innovations can make users feel novel and interesting, increase their participation and anticipation. At the same time, introducing interactive sign-in, such as sign-in sharing, friend interaction, etc., can increase the interaction and sociality between users, making sign-in an interesting social experience.

2. Reward and incentive mechanism: Set up multi-level sign-in rewards to allow users to gradually unlock more attractive rewards and motivate them to continue to sign in. This can include virtual rewards (such as points, badges) and physical rewards (such as coupons, gifts) to give users a sense of anticipation and satisfaction. Through a well-designed reward mechanism, we can increase user participation and consumption desire.

3. Data-based personalized recommendations: Based on the user's check-in data and behavior, we can provide personalized recommendations. This can be relevant content, activities or products that can better meet the user's interests and needs and increase their participation and loyalty. At the same time, showing the user's check-in achievements and setting challenging goals can stimulate the user's competitive mentality and self-growth motivation.

What are some excellent and innovative ways to sign in? I have also found some examples and will share them with you.

1. Gamified check-in experience — Duolingo

Duolingo is an excellent example we often cite. As a language learning software, it successfully transformed the check-in process into an interesting gamification experience. By introducing winning streak challenges, leaderboards, and promotion systems, they successfully injected new vitality and motivation into the traditional check-in activities. (Tips: The product team does have a lot of experience in game platforms)

First, they designed a winning streak challenge system to encourage users to sign in continuously and keep a winning streak record. Signing in is not a button action, but completing the first learning task of the day, which takes only 2 minutes at the fastest. After signing in every day, users get a winning streak opportunity, and consecutive sign-ins will increase the number of winning streaks. Set a certain winning streak goal, such as 7 days or 30 days in a row, and users can get extra rewards or special titles after reaching the goal. This winning streak challenge stimulates the user's challenge mentality and motivation, making the sign-in process more fulfilling and fun.

Secondly, Duolingo introduced a leaderboard feature to show users' rankings and achievements in learning. The leaderboard shows users' learning experience each week and ranks them according to these indicators. Users can see their ranking in the world and compare and compete with other users. The existence of this leaderboard stimulates users' social identity and desire for competition, and increases the participation and incentives of check-ins.

Finally, Duolingo has introduced a promotion system. Different levels or titles are set, and users can advance by maintaining the top of the leaderboard. Each promotion brings additional rewards and privileges, such as unlocking new learning resources and obtaining virtual badges. This promotion system provides users with goals and motivation, inspiring them to continue to participate in check-in challenges and strive to improve their level and status.

2. Social interaction check-in — Pinduoduo

As a well-known e-commerce platform, does Pinduoduo have a sign-in design? Strictly speaking, it does not, but it has adopted a more attractive way - receiving cash every day (for free).

Users can participate in the event every day, each time limited to 24 hours, and obtain withdrawal progress through the lottery. However, the number of draws is limited, and you must invite friends to help you get more draw opportunities and approach the withdrawal target.

After receiving the invitation to help, friends will also enter the event page, be attracted by the withdrawal, further participate and initiate sharing, thereby increasing the fission effect.

Pinduoduo has done many such cash withdrawal activities, which have always been successful by taking advantage of human nature. The design of adding social interaction to sign-in not only improves user activity and retention rate, but also brings about a fission effect, further expanding the scope of influence and user base of the activity through user sharing and invitations.

Taobao, the forerunner of e-commerce, also referred to this mechanism and improved its original traditional model of signing in to receive Taobao coins. (The pages are not exactly the same, but they are somewhat similar.)

3. Technological innovation and sign-in - Nike Run Club

Nike RUN Club is a well-known running app. In order to increase user engagement and motivate running activities, they have made technological innovations and combined them with check-ins.

In Nike RUN Club, they introduced technological innovations such as smart running shoes and smart bracelets, which can be connected to the app to record the user's running data in real time, including distance, speed, cadence, etc. This technological innovation allows users to understand their running performance more accurately and make personalized training plans and guidance.

In conjunction with the sign-in activity, Nike RUN Club has designed a feature called "Daily Challenge". After users complete a certain amount of running mileage or exercise goals every day, they can sign in to record and receive rewards. The sign-in process can be completed through the punch-in button in the app. Users can choose to share their running data and achievements on social media to interact and share with other running enthusiasts.

In addition, Nike RUN Club also has features such as challenge activities and virtual competitions. They regularly hold challenge activities with various themes, such as running target challenges and city exploration challenges. Users can participate in these challenges and get extra rewards and titles by completing goals.

This technological innovation and sign-in design not only improves user engagement and loyalty, but also increases the time users spend interacting with Nike RUN Club. Users sign in to record their running achievements, share them on social media, and interact and compete with other running enthusiasts. This promotes user activity and retention, improves brand image and user satisfaction, and brings more user engagement and consumption opportunities.

04 Conclusion

A good hook can plant a seed in the user's heart, attracting him to come back often to water it and wait for it to bloom.

Check-in is such an example. When we do check-in, it is definitely not just for the user to complete the action. Instead, check-in gives him a reason to return to the product, so we can lay the groundwork for him on the path he must take and attract more business.

From sign-in to user incentive system, this is an efficient path to user cultivation.

The above is the content of "Designing an addictive sign-in experience", which is based on user growth work practice & research. With the advent of the AIGC wave, what kind of innovative sign-in form can we combine with new technologies? If you have good insights, please leave a message in the comment area below for discussion.