Creating compelling variable rewards

Variable rewards are a powerful tool for creating sticky features by tapping into the brain's dopamine system and creating a sense of anticipation and excitement. Unlike fixed rewards, variable rewards are unpredictable, which can make them more engaging and addictive. There are 3 types of variable rewards:

• Rewards of the tribe give unpredictable social validation. Examples include Instagram's likes appearing at random times or Twitter's retweets and mentions.
• Rewards of the hunt offer unexpected material or informational gains. Examples include Spotify's Discover Weekly with new music recommendations or e-commerce apps' flash sales and limited-time deals.
• Rewards of the self provide personal gratification through mastery or completion. Examples include Headspace's unexpected achievement badges or Apple Watch's random movement encouragements.^[1]