hierarchy-of-engagement

To identify the core action for user retention, isolate the specific user behavior that best predicts long-term engagement. This Level 1 foundation guides activation planning and roadmap alignment to maximize durable retention in consumer software.

The Hierarchy of Engagement is a three-level retention framework for consumer software. It progresses from identifying the core action (Level 1) to building accruing benefits and mounting loss (Level 2), and implementing virtuous growth loops (Level 3).

Design accruing benefits and mounting loss by making product value compound with repeated use. This Level 2 strategy increases switching costs, ensuring accumulated user benefits make leaving the service progressively more painful and reducing churn.

Yes, the Hierarchy of Engagement framework works for marketplaces and consumer services. It guides durable engagement for consumer software by providing activation checklists and pattern references to align metrics and cross-functional collaboration.

Build virtuous loops and network effects by assessing and implementing Level 3 strategies within the engagement hierarchy. This creates self-reinforcing growth loops where the core action generates network value that naturally defends against churn.

Focus on activation and onboarding only after defining the Level 1 core action. You should not attempt Level 3 growth loops until Level 2 accruing benefits are established, ensuring the core action reliably drives retention before scaling network effects.