Retention

Locking features temporarily to hook users in their early usage of the app

Jour
Journaling
February 11, 2021

Locking features temporarily to hook users in their early usage of the app

Acquisition
Routine
The "Insights" section of the app is not available until the user goes through his third session. In the end, this section turns out to be premium-only but users are not aware. Even if it makes sens that you cannot access insights with only one session, it is still a good idea to block this section instead of showing a blank page. Users may be willing to know what is behind, which obviously drive first days retention.
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About the app:
Jour is a daily self-care journal with 500k+ users.
Duolingo
Education
February 23, 2021

Locking features temporarily to hook users in their early usage of the app

User experience
Gamification
In the first hours spent on Duolingo, 2 of the 5 items of the tap bar are locked. This has two goals. First, this is a way to appeal users' curiosity. They will be willing to keep using the app to see what is behind. Also, Duolingo ensures that users do not feel lost in the complexity of the app.
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About the app:
Duolingo is the fun, free app for learning 35+ languages through quick, bite-sized lessons. Practice speaking, reading, listening, and writing to build your vocabulary and grammar skills.
Hinge
Dating
February 9, 2021

Locking features temporarily to hook users in their early usage of the app

User experience
In Hinge, you can't use certain features unless you complete your profile. By doing so, Hinge fosters its users to give information for a win-win deal: the user has access to more features, Hinge has a more valuable user (more information about him, so more likely to meet other users' criteria)
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About the app:
Hinge is a dating app founded in the US. It has the promising tagline "designed to be deleted".
Hily
Dating
March 23, 2021

Locking features temporarily to hook users in their early usage of the app

User experience
A win-win deal between Hily and its users: you will have access to additional content within the app (e.g. all pics on a profile) if you accept to add more photos on your profile.
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About the app:
Hily is a dating app with an emphasis on streaming and video calls. The app claims 20 million users worldwide.