Retention & Engagement
Scope
Covers
- Diagnosing retention + engagement (cohorts/curves, frequency, segments, drop-offs)
- Identifying the activation / “aha moment” and reducing time-to-value
- Designing habit + re-engagement interventions (daily return, reminders, content loops)
- Creating accruing value and ethical switching costs (“mounting loss”)
- Turning insights into a prioritized experiment + measurement plan
When to use
- “Improve retention / reduce churn”
- “Increase engagement / DAU/WAU”
- “Define our activation / aha moment”
- “D1/D7 retention is low—fix onboarding and time-to-value”
- “Create a retention experiment backlog and a 30/60/90 plan”
When NOT to use
- You don’t have (or can’t assume) a stable value proposition / ICP (use
problem-definition). - You’re primarily deciding pricing/packaging/paywalls (this skill can add retention context but won’t replace pricing work).
- You need acquisition loop design (use
designing-growth-loops). - You need to synthesize qualitative churn feedback before proposing experiments (use
analyzing-user-feedbackor interviews).
Inputs
Minimum required
- Product + target user/ICP and 1–2 key segments
- Current stage (pre-PMF / early PMF / growth / mature)
- Best-available baseline metrics (even rough):
- retention (D1/D7/D30 or weekly cohort), churn, engagement (DAU/WAU/MAU), activation rate, time-to-value
- Onboarding flow summary (steps/screens + where users drop)
- Constraints: timebox, engineering/design capacity, allowed channels (email/push/in-app), privacy/legal/brand limits
Missing-info strategy
- Ask up to 5 questions from references/INTAKE.md, then proceed.
- If metrics are missing, proceed with explicit assumptions and label confidence.
- Do not request secrets or PII; prefer aggregated metrics and redacted funnels.
Outputs (deliverables)
Produce a Retention & Engagement Improvement Pack (Markdown in-chat; or as files if requested) containing:
- Context snapshot (goal, segments, constraints, timebox)
- Metric definitions + guardrails (how “retention” and “engagement” are measured)
- Retention + engagement diagnosis (cohorts/curves, segments, drop-offs, churn drivers)
- Activation / aha moment definition (candidate behaviors + threshold + validation plan)
- Lever hypotheses map (onboarding → habit → accruing value → re-engagement)
- Experiment backlog (prioritized; experiment cards with success metrics + guardrails)
- Measurement + instrumentation plan (events, dashboards, owners if known)
- 30/60/90 execution plan
- Risks / Open questions / Next steps (always included)
Templates and checklists:
Workflow (7 steps)
1) Intake + goal framing
- Inputs: User prompt; references/INTAKE.md.
- Actions: Define the retention problem (segment, time horizon, metric) and the decision this work will drive (what will change). Confirm constraints (timebox, capacity, channels, privacy/brand).
- Outputs: Context snapshot + metric definitions draft.
- Checks: Goal is a sentence with a number and a date (e.g., “Improve paid D30 retention from 18%→24% by end of Q2”).
2) Data + instrumentation sanity check
- Inputs: Current tracking/events (or best guess), funnel steps, dashboards (if any).
- Actions: List what you can/can’t measure today. Define the minimum event schema needed to learn (activation, engagement, churn). Identify 1–3 highest-impact instrumentation gaps.
- Outputs: Instrumentation gap list + “minimum viable measurement” plan.
- Checks: Every key metric in the goal has a data source or an explicit assumption.
3) Diagnose: where retention fails (and why)
- Inputs: Baseline metrics, cohorts/curves, funnel drop-offs, segments, any churn feedback.
- Actions: Build a diagnosis across three failure modes:
- Activation failure (users never reach value) - Engagement decay (users get value once, don’t build a habit) - Monetization churn (value exists, but price/packaging/friction drives churn) Segment results (at least 2 segments) and identify the largest “leak.”
- Outputs: Retention + engagement diagnosis table + primary failure mode(s).
- Checks: Diagnosis points to one primary lever to test first (onboarding vs habit vs value vs comms).
4) Define the activation / “aha moment” (data-backed)
- Inputs: Candidate value behaviors + journey; usage events; retention outcome definition.
- Actions: Propose 3–5 candidate “aha” behaviors, then define an activation threshold (e.g., “uses X feature twice within 7 days” or “invites 2 teammates + uses 2 key features within 14 days”). Document how you’ll validate (correlation with D30/D60 retention; holdout if possible).
- Outputs: Activation/aha moment spec + validation plan + tracking requirements.
- Checks: The activation definition is behavioral and measurable (not a survey response or opinion).
5) Generate lever hypotheses (convert insights → rules)
- Inputs: Diagnosis + activation spec; constraints.
- Actions: Create a lever map with hypotheses tied to failure modes:
- Onboarding/time-to-value: get users to aha faster and more reliably - Habit/daily return: design cues, routines, rewards; reduce friction to “come back tomorrow” - Accruing value + mounting loss (ethical): personalization, progress/history, saved work, identity/data repository - Re-engagement: lifecycle messaging, winback, content reminders, in-product nudges Convert each hypothesis into a rule + check (see references/SOURCE_SUMMARY.md).
- Outputs: Lever hypotheses map + candidate interventions.
- Checks: Every hypothesis ties to (a) a failure mode, and (b) a measurable leading indicator.
6) Design + prioritize experiments (with measurement)
- Inputs: Hypotheses; measurement plan; capacity.
- Actions: Turn top hypotheses into experiment cards (1–2 weeks each). Prioritize using a simple score (Impact × Confidence ÷ Effort). Define success metrics and guardrails; note required instrumentation and rollout/rollback.
- Outputs: Prioritized experiment backlog + experiment cards + metric/guardrail spec.
- Checks: Top 3 experiments are runnable with current constraints and have unambiguous “win/lose/learn” criteria.
7) Build the 30/60/90 plan + quality gate
- Inputs: Draft pack; references/CHECKLISTS.md and references/RUBRIC.md.
- Actions: Sequence work into a 30/60/90 plan (instrumentation, experiments, analysis cadence). Run the checklist and score the rubric. Always include Risks / Open questions / Next steps.
- Outputs: Final Retention & Engagement Improvement Pack.
- Checks: Next 2 weeks of work are unblocked; measurement is in place to learn.
Quality gate (required)
- Use references/CHECKLISTS.md and references/RUBRIC.md.
- Always include: Risks, Open questions, Next steps.
Examples
Example 1 (B2C subscription, churn reduction): “Use retention-engagement. Product: meditation app. Segment: paid subscribers. Baseline: D30 paid retention 22%, churn spikes after week 2. Constraint: 4-week sprint, no major redesign. Output: a Retention & Engagement Improvement Pack with an activation/aha definition, a diagnosis, and a prioritized experiment backlog + 30/60/90 plan.”
Example 2 (B2B SaaS, activation + habit): “New users activate but don’t return weekly. Define our aha moment, identify the biggest engagement decay point, and propose 5 experiments (in-product + email) with success metrics and guardrails.”
Boundary example (upstream problem): “Write a brand new value prop and pick an ICP for our product.” Response: that’s upstream strategy/problem definition; use problem-definition (and optionally PMF measurement) before retention optimization.