How I solved the retention problem
After launching Spiriguide, I realised users were not sticking to the app. It needed stronger habit formation to improve early retention.
My roles
UI
UX
Developement
Copy
Key outcomes
Overall retention increased by 2.5x
Key issues
Users weren’t coming back consistently
No structure, just an AI chat, common issue for AI apps
Lack of reward loops
My approach
Instead of adding traditional streaks, I wanted users to feel progress without creating anxiety around missed days. I focused on intrinsic motivation through visual progress, meaningful rewards, and structured daily rituals.
What I decided NOT to do
Introducing a classic Duolingo-like streak. Why ? Because I wanted to foster a space for spiritual growth, not a space for competition
Adding loud ways to make them come back. Every design introduced was soft and supported with soft animations that felt like breathing more than flashing
Retention strategy
Retention wasn’t a single-feature problem. Users needed a reason to return on day one, a sense of progress over time, and a structured habit they could integrate into their daily routine. I designed the experience around these three behavioral pillars rather than relying on notifications or streak mechanics alone.
D1 gift
Introduced a gift on the second day, the user receives a push notification and unlocks affirmations.
This increases D1 retention, and gives them a reason to come back, which is a big win in habit formation
We also lean on the cognitive bias of reciprocity by asking for a review after their "win moment" of receiving a gift
The notification alone got
a 5% click rate after A/B testing it
Inner light progress
Improved clarity of progress with a visualisation of their inner light
Does not feel intrusive and potentially discouraging like a standard streak
Daily ritual
Created a program to clarity to bring structure
Includes a daily ritual with mood check in, journaling, breathing and reflection
Impact
Average retention increased 2.5x
D1 retention went from 11% to 25%
Users reported feeling “guided” and “more accountable”
No mention from users of feeling pressured
