What makes users come back tomorrow and open your app again?

The first thing many of us do when we wake up is not say “good morning,” but unlock our phones. Even before coffee, we have already opened an app: to check messages, read the news, pay a bill or simply scroll through a social media feed. Every tap on the screen is a battle for our attention. We live in the age of digital recurrence, and every app wants to be part of our daily ritual.

But what leads users to open the same app every day? What makes this action a habit rather than an obligation? And for product executives, the most important question: how do I create that daily reason for someone to open my product?

There is a clear difference between saving time and spending time. Paying bills, transferring money and organizing a calendar are activities users want to complete as quickly as possible: once done, they get on with life. Watching videos, reading news and exploring offers are experiences users are willing to prolong because they are enjoyable. A good product understands this difference and positions itself accordingly: it either delivers maximum efficiency or irresistible entertainment. Users open an app when they believe there will be value at that specific moment, whether by saving minutes or enjoying a moment of pleasure.

This is where the power of habit comes in. Some activities could be weekly or even monthly, but become daily through intelligent design. Duolingo is an example I like: more than 10 million users have completed at least one lesson every day for over a year, maintaining their “streak.” This does not happen by chance. The platform turned learning into a game and the game into a habit. Gamification creates an emotional bond between user and product. It is no longer about learning English, but about keeping the streak alive. This is an intelligent way to increase how frequently an app is opened.

Small rewards also help maintain engagement. They can be tangible, such as cashback or free shipping, or symbolic, such as points, virtual coins or exclusive content. Clube iFood is a concrete example: the monthly subscription creates a psychological incentive to order food more often, because “it is worth taking advantage of the benefit.”

Another driver is contextual notifications. Sending users messages is not enough; you must speak to them at the right moment, with the right relevance, and help them act. A well-calibrated notification is an invitation, not an interruption.

Showing users their progress and allowing them to compare their performance with others creates engagement. In health apps, sharing completed goals generates encouraging comments and reinforces the habit. Even financial institutions can use this feature to show customers they are saving more than average, creating a sense of achievement.

Then there is the effect of ephemeral content. What disappears if not seen today creates urgency. Social media stories, daily e-commerce offers and time-limited program rewards all encourage users to open the app so they do not miss something. Fear of missing out is another trigger for creating habits.

It all comes down to a simple question: what is the reason for my user to open my app today? If the answer is not clear, another app will occupy that space. Being installed on a phone is not enough; you must be part of the user’s routine. Every day without a reason to open your app is an opportunity for a competitor to claim that place.

And since we are talking about habits, that is why you should read this column every month and open Época Negócios every day.

📌 Originally published in Época Negócios