Power User

2+ features active, daily logins, high volume. High Motivation, High Ability.

Spark — expand to next feature tier

Active User

1 feature, weekly logins, moderate volume. Moderate Motivation, Moderate Ability.

Facilitator — activate second feature

Trial User

Days 0–14, exploring the platform. High Motivation, Low Ability.

Facilitator — guide to first value moment

Stalled User

Set up but fewer than 5 actions in 14 days. Moderate Motivation, Low Ability.

Facilitator — reduce setup friction

Dormant User

14+ days no login, no key actions. Low Motivation, Low Ability.

Signal — reactivate value awareness

Churning User

Cancel page visited, items deleted, or downgrade signals. Low Motivation, High Ability.

Signal — loss aversion, personalised offer

Six behavioural states — each requires a different intervention type