If an app enables the user to accomplish only one goal, then the user will be lost as soon as the one goal disappears or is accomplished better by using some other product. Accomplishing multiple goals makes for a sturdier foundation of usage that is more resilient to changing life circumstances, as User goals change over timeUser goals change over time
A user’s goals 1 week into using your app and 6 months are rarely the same. “Elder users” often won’t even retain the goals that they had at the start of their experience. Apps with continued user involvement enable the user to accomplish multiple goals to maintain users through full goal transitions.
New users do not yet have the vocabulary to understand the app. User skill level increases over time, giving the user new vocabulary to conceptualization and express desires that they didn’t ha....
Imagine if all LinkedIn was good for was finding a job. If this were the case, then people would stop using it as soon as they found a job. However, they can also be a good source of business news and updates about their colleagues.
Facebook also enables the user to accomplish multiple goals as a strategy for retention. Many of my friends have stopped using Facebook, but it's still valuable to me for the Facebook groups of local professional communities and for social event planning.