Sparking a Crush: Attracting and Retaining New Users

Design & UX
Location: 1A06 Level:
Average rating: ****.
(4.08, 13 ratings)

Getting people to fall in love with your site is never easy. For “people-powered” services, from Yahoo! Answers to MySpace, attracting and retaining a critical mass of active participants is essential. Unfortunately, the web has become saturated with social sites, and people’s attention is spread thinner than ever. If your site does not “spark a crush” during sign-up and ramp-up, it will quickly be forgotten.

Fortunately, you don’t have to sit back and hope for passionate users to come along. There are steps you can take to make yourself more “crush-worthy.”

In this session, you’ll receive practical relationship advice, along with concrete examples from the Web 2.0 landscape and Adaptive Path’s work for MySpace, that will equip you to:

  • Give people compelling and tailored reasons to join
  • Nudge new users to get established and stay active
  • Retain users by making connections and creating memorable moments

You’ll also take away practical tools that individuals or teams can use to diagnose and address attraction issues. You’ll learn how to:

  • Get in touch with your core identity using an elevator pitch
  • Identify attraction issues using conversion models
  • Diagnose these issues using root cause analysis
  • Generate solutions by applying principles and patterns

Through a lighthearted case study, you’ll learn how easy it is to put these tools and patterns to use to give the imaginary startup, “Snapfood” a makeover.

By blending concrete examples with broad principles, this session will not only leave you with a toolkit of approaches you can put to use immediately, it will give you the understanding you need to generate your own.

Photo of Alexa Andrzejewski

Alexa Andrzejewski


As an interaction designer for Adaptive Path and formerly for Lextant, Alexa has immersed herself in the worlds of nuclear pharmacists, smartphone users and diabetics. Her curiosity about people different from herself is reflected in work from the MySpace redesign to the Charmr insulin pump concept.

Having received her Bachelor of Science in Visual Communication at Ohio State University, Alexa cares about the craft of design. She strives to advance design tools and methods through blogging, writing and speaking. Recent appearances include Boxes and Arrows, UX Week 2008 in San Francisco and LIFT 2008 in South Korea.

Comments on this page are now closed.


Picture of Mats Eklund
Mats Eklund
11/20/2009 1:32pm EST

Hi Alexa, Thanks for a great presentation. Please let me know if you are on the way to Scandinavia.

Picture of Alexa Andrzejewski
Alexa Andrzejewski
11/20/2009 3:06am EST

Hi everyone! Thanks for attending! The slides were too big to upload to this site, but you can view and download them at: Hope you enjoyed! Cheers!


Picture of Amanda Schreiner
Amanda Schreiner
11/19/2009 4:24am EST

Will slides from this be online soon? i noticed they are not posted yet.

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