The fixed dock at the bottom of the iOS screen. Place there 4 app icons that are stable no matter which home screen page you’re on. It looks like this for me:

For overseas folks confused by WhatsApp, it’s an European thing (and not just that but in Europe it’s the main app). WhatsApp went a long way from when I started using it in 2011. Over time, they got to today’s spectre of functions which include voice and video call.

Moreover, 4G became mainstream and that means faster WhatsApp and more reliable connectivity for the app to connect me to my contacts.

At the same time, my docked apps stood in the same position. It was just habit — I got so used to it that nothing else crossed my mind. And nowadays, all three apps are into one. On the other hand, there are apps which I use way more than messages or phone. Notes, for instance or reminders.

That’s not to say I never use them at all but it’s only today, years after, that I first doubted their place there.

And My Points Is This

That’s how churn can happen as well. I churned out of using text and calls placed through my carrier — not entirely though. But mostly. And that kicked those two icons out of their prestigious dock bar status.

There’s some covered value in here. Which is: people don’t churn out of using something the second they realise it’s not their go-to option. They sometimes not realise at all.

Or they do but the marginal difference is not big enough so as to have them bother from their natural state.

Newton famously noted that:

An object will remain at rest or in uniform motion in a straight line unless acted upon by an external force.

The translation to that in SaaS businesses is:

An user will remain at rest or in uniform subscription in a straight line unless acted upon by a marginally better product/conditions.

Note the marginally better.

About Ch Daniel

I run chagency, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

If I’ve brought you any kind of value, follow me and get in touch here: LinkedIn | Twitter | Email

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

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