The retention misconception
Teams often attempt to improve retention through notifications, badges, or rewards.
These tactics create spikes but rarely sustained engagement.
Loop-based thinking
Nir Eyal’s Hook Model describes engagement as a cycle of trigger, action, reward, and investment.
This loop structure creates momentum.
Modern product examples
Products like Duolingo and Strava succeed because they embed loops into core interactions rather than adding gamification layers.
UX implications
Engagement loop design involves:
meaningful rewards
user investment mechanisms
progress visibility
habit cues
Takeaway
Retention features create moments. Engagement loops create trajectories.
