The force generated by striving toward a goal is known as the “goal-gradient effect.”

Many people lack initiative or feel directionless in life because they do not have clear goals. The same principle applies to product design: the closer users get to a goal, the stronger their motivation to continue engaging. Based on the goal-gradient effect, mechanisms such as check-in systems, VIP programs, experience points, progress bars, level upgrades, and loading indicators have been widely adopted in digital products.

Case 1:

A virtual orchard game sets goals such as new-user rewards and free fruit incentives. By visualizing progress through limited attempts, growth stages, and progress bars, the product encourages users to water plants and check in daily, thereby increasing user retention and engagement.

Case 2:

A membership growth system combines level progression with tier-based benefits, reinforcing users’ perception of exclusivity and strengthening loyalty.