# Improve Retention

Diagnose and fix retention problems using behavior design (B=MAP).

- Repository: https://github.com/wondelai/skills (2552 stars)
- Category: Design
- License: MIT
- Last updated: 2026-09-10
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add wondelai/skills --skill improve-retention -g -a claude-code -y`
Codex: `npx skills add wondelai/skills --skill improve-retention -g -a codex -y`
Cursor: `npx skills add wondelai/skills --skill improve-retention -g -a cursor -y`
Gemini CLI: `npx skills add wondelai/skills --skill improve-retention -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add wondelai/skills`

## Description

Diagnose and fix retention problems using behavior design (B=MAP). Use when the user mentions "users sign up but dont stick around", "activation rate", "onboarding friction", "retention metrics", "why users dont complete", "churn analysis", or "aha moment". Also trigger when analyzing cohort retention curves, designing activation milestones, reducing time-to-value for new users, or investigating why users quit after their first session. Covers the Ability Chain, prompt design, and tiny behaviors that compound. For habit loops and variable rewards, see hooked-ux. For intrinsic motivation, see drive-motivation.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Behavior Design Framework

Framework for designing products that reliably change behavior. Behavior is not about willpower or motivation, it is a design problem with a predictable equation.

## Core Principle

**The Fogg Behavior Model** = B=MAP. Behavior happens when Motivation, Ability, and a Prompt converge at the same moment.

```
            HIGH ┃
                 ┃   ★ Behavior happens
                 ┃  (above the Action Line)
                 ┃
  Motivation     ┃━━━━━━━━━━━━━━━━━━━━━━━ ← Action Line
                 ┃
                 ┃   ✗ Behavior fails
                 ┃  (below the Action Line)
            LOW  ┃
                 ┗━━━━━━━━━━━━━━━━━━━━━━━━━
                 HARD                    EASY
                        Ability
```

**The Action Line:** When motivation and ability are sufficient, a prompt causes the behavior; below the line, no prompt works. High motivation compensates for low ability and vice versa. The reliable strategy is making behaviors easier (move right), not pumping up motivation (move up).

See: [references/behavior-model.md](references/behavior-model.md) when you need the curve mechanics behind this model, the full Action Line math, behavior types (dot/span/path), and a step-by-step failure diagnostic for a behavior that isn't happening.

## Scoring

The rest: https://github.com/wondelai/skills/blob/HEAD/improve-retention/SKILL.md