Gabriel Urrea S
@gabrielurreas.bsky.social
Ghostwriting Email Courses | Founders of productivity apps | ADHD user retention Specialist | Turning new users into focused, lifelong fans.
The onboarding tutorial isn't bad.
It's just incomplete.
It teaches what to do.
But for ADHD users, the real barrier isn't knowledge.
It's activation energy.
P.S. If your users understand your product but still don't use it, this might be why.
It's just incomplete.
It teaches what to do.
But for ADHD users, the real barrier isn't knowledge.
It's activation energy.
P.S. If your users understand your product but still don't use it, this might be why.
January 12, 2026 at 8:41 PM
The onboarding tutorial isn't bad.
It's just incomplete.
It teaches what to do.
But for ADHD users, the real barrier isn't knowledge.
It's activation energy.
P.S. If your users understand your product but still don't use it, this might be why.
It's just incomplete.
It teaches what to do.
But for ADHD users, the real barrier isn't knowledge.
It's activation energy.
P.S. If your users understand your product but still don't use it, this might be why.
The Fix: A 5-Day Educational Email Course (EEC)
Instead of dumping all instructions on Day 1, you send:
- Day 1: One key concept (5 min read)
- Day 2: One actionable tip (no login required)
- Day 3: One win they can achieve today
(...)
By Day 5, they're ready to open the app.
Instead of dumping all instructions on Day 1, you send:
- Day 1: One key concept (5 min read)
- Day 2: One actionable tip (no login required)
- Day 3: One win they can achieve today
(...)
By Day 5, they're ready to open the app.
January 12, 2026 at 8:40 PM
The Fix: A 5-Day Educational Email Course (EEC)
Instead of dumping all instructions on Day 1, you send:
- Day 1: One key concept (5 min read)
- Day 2: One actionable tip (no login required)
- Day 3: One win they can achieve today
(...)
By Day 5, they're ready to open the app.
Instead of dumping all instructions on Day 1, you send:
- Day 1: One key concept (5 min read)
- Day 2: One actionable tip (no login required)
- Day 3: One win they can achieve today
(...)
By Day 5, they're ready to open the app.
The truth about in-app tutorials:
They're great for teaching features, but that's about it.
But if you use external education correctly, you can:
- Lower activation energy before they log in
- Prove value without requiring immediate action
- Build momentum gradually over 5 days
They're great for teaching features, but that's about it.
But if you use external education correctly, you can:
- Lower activation energy before they log in
- Prove value without requiring immediate action
- Build momentum gradually over 5 days
January 12, 2026 at 8:39 PM
The truth about in-app tutorials:
They're great for teaching features, but that's about it.
But if you use external education correctly, you can:
- Lower activation energy before they log in
- Prove value without requiring immediate action
- Build momentum gradually over 5 days
They're great for teaching features, but that's about it.
But if you use external education correctly, you can:
- Lower activation energy before they log in
- Prove value without requiring immediate action
- Build momentum gradually over 5 days
For ADHD users, activation energy is the #1 barrier.
It's not: "I don't understand how this works"
It's: "I understand, but I can't make myself start"
A tutorial teaches mechanics.
But it doesn't solve the paralysis of a blank canvas.
It's not: "I don't understand how this works"
It's: "I understand, but I can't make myself start"
A tutorial teaches mechanics.
But it doesn't solve the paralysis of a blank canvas.
January 12, 2026 at 8:38 PM
For ADHD users, activation energy is the #1 barrier.
It's not: "I don't understand how this works"
It's: "I understand, but I can't make myself start"
A tutorial teaches mechanics.
But it doesn't solve the paralysis of a blank canvas.
It's not: "I don't understand how this works"
It's: "I understand, but I can't make myself start"
A tutorial teaches mechanics.
But it doesn't solve the paralysis of a blank canvas.
The Pattern:
User signs up → Sees a 10-step tutorial → Clicks "Skip" → Stares at blank canvas → Feels overwhelmed → Closes app
The tutorial explained what the buttons do.
But it didn't lower the activation energy needed to start using the product.
User signs up → Sees a 10-step tutorial → Clicks "Skip" → Stares at blank canvas → Feels overwhelmed → Closes app
The tutorial explained what the buttons do.
But it didn't lower the activation energy needed to start using the product.
January 12, 2026 at 8:38 PM
The Pattern:
User signs up → Sees a 10-step tutorial → Clicks "Skip" → Stares at blank canvas → Feels overwhelmed → Closes app
The tutorial explained what the buttons do.
But it didn't lower the activation energy needed to start using the product.
User signs up → Sees a 10-step tutorial → Clicks "Skip" → Stares at blank canvas → Feels overwhelmed → Closes app
The tutorial explained what the buttons do.
But it didn't lower the activation energy needed to start using the product.
The "ADHD users can't form habits" belief is wrong.
They can form habits.
But they need 10x more support during formation than neurotypical users.
Your product can either expect them to "just be consistent"...
Or design scaffolding that gets them to Day 30.
They can form habits.
But they need 10x more support during formation than neurotypical users.
Your product can either expect them to "just be consistent"...
Or design scaffolding that gets them to Day 30.
January 11, 2026 at 9:19 PM
The "ADHD users can't form habits" belief is wrong.
They can form habits.
But they need 10x more support during formation than neurotypical users.
Your product can either expect them to "just be consistent"...
Or design scaffolding that gets them to Day 30.
They can form habits.
But they need 10x more support during formation than neurotypical users.
Your product can either expect them to "just be consistent"...
Or design scaffolding that gets them to Day 30.
3. Celebrate Formation, Not Maintenance
Don't wait until Day 100 to celebrate.
The victory happened on Day 30 (when the habit formed).
After that, the user doesn't need you anymore. They're running on autopilot.
That's success, not abandonment.
Don't wait until Day 100 to celebrate.
The victory happened on Day 30 (when the habit formed).
After that, the user doesn't need you anymore. They're running on autopilot.
That's success, not abandonment.
January 11, 2026 at 9:18 PM
3. Celebrate Formation, Not Maintenance
Don't wait until Day 100 to celebrate.
The victory happened on Day 30 (when the habit formed).
After that, the user doesn't need you anymore. They're running on autopilot.
That's success, not abandonment.
Don't wait until Day 100 to celebrate.
The victory happened on Day 30 (when the habit formed).
After that, the user doesn't need you anymore. They're running on autopilot.
That's success, not abandonment.
2. Gradual Reduction of Support
Days 15-30: Slowly reduce scaffolding
As the behavior becomes more automatic, you can pull back the support.
By Day 30, the habit circuitry has taken over. Your scaffolding is no longer needed.
Days 15-30: Slowly reduce scaffolding
As the behavior becomes more automatic, you can pull back the support.
By Day 30, the habit circuitry has taken over. Your scaffolding is no longer needed.
January 11, 2026 at 9:17 PM
2. Gradual Reduction of Support
Days 15-30: Slowly reduce scaffolding
As the behavior becomes more automatic, you can pull back the support.
By Day 30, the habit circuitry has taken over. Your scaffolding is no longer needed.
Days 15-30: Slowly reduce scaffolding
As the behavior becomes more automatic, you can pull back the support.
By Day 30, the habit circuitry has taken over. Your scaffolding is no longer needed.
How to Design for This:
1. Extreme Hand-Holding Early
Days 1-14: Maximum scaffolding
Step-by-step guidance
No decisions required
Heavy external reminders
The goal is to remove every decision point that could derail them.
1. Extreme Hand-Holding Early
Days 1-14: Maximum scaffolding
Step-by-step guidance
No decisions required
Heavy external reminders
The goal is to remove every decision point that could derail them.
January 11, 2026 at 9:17 PM
How to Design for This:
1. Extreme Hand-Holding Early
Days 1-14: Maximum scaffolding
Step-by-step guidance
No decisions required
Heavy external reminders
The goal is to remove every decision point that could derail them.
1. Extreme Hand-Holding Early
Days 1-14: Maximum scaffolding
Step-by-step guidance
No decisions required
Heavy external reminders
The goal is to remove every decision point that could derail them.
The Design Mistake:
Products assume users need motivation on Day 47 (when the habit is formed).
But users actually need the most support on Days 1-14 (before the habit exists).
By Day 47, they don't need your app's help anymore. The habit is running on autopilot.
Products assume users need motivation on Day 47 (when the habit is formed).
But users actually need the most support on Days 1-14 (before the habit exists).
By Day 47, they don't need your app's help anymore. The habit is running on autopilot.
January 11, 2026 at 9:16 PM
The Design Mistake:
Products assume users need motivation on Day 47 (when the habit is formed).
But users actually need the most support on Days 1-14 (before the habit exists).
By Day 47, they don't need your app's help anymore. The habit is running on autopilot.
Products assume users need motivation on Day 47 (when the habit is formed).
But users actually need the most support on Days 1-14 (before the habit exists).
By Day 47, they don't need your app's help anymore. The habit is running on autopilot.
What This Means:
If you could get an ADHD user to do something 30 days in a row, it could become automatic or at least much more easier to do.
But Day 1-30? That's the danger zone.
Most products focus on "maintaining" habits.
But the real battle is getting users through the formation period.
If you could get an ADHD user to do something 30 days in a row, it could become automatic or at least much more easier to do.
But Day 1-30? That's the danger zone.
Most products focus on "maintaining" habits.
But the real battle is getting users through the formation period.
January 11, 2026 at 9:16 PM
What This Means:
If you could get an ADHD user to do something 30 days in a row, it could become automatic or at least much more easier to do.
But Day 1-30? That's the danger zone.
Most products focus on "maintaining" habits.
But the real battle is getting users through the formation period.
If you could get an ADHD user to do something 30 days in a row, it could become automatic or at least much more easier to do.
But Day 1-30? That's the danger zone.
Most products focus on "maintaining" habits.
But the real battle is getting users through the formation period.
The Paradox:
An ADHD brain's habit circuitry is neurotypical.
Once a habit is formed, it runs on autopilot—bypassing the dysfunctional prefrontal cortex entirely.
But executive dysfunction makes it incredibly hard to do the same thing consistently long enough to form the habit.
An ADHD brain's habit circuitry is neurotypical.
Once a habit is formed, it runs on autopilot—bypassing the dysfunctional prefrontal cortex entirely.
But executive dysfunction makes it incredibly hard to do the same thing consistently long enough to form the habit.
January 11, 2026 at 9:15 PM
The Paradox:
An ADHD brain's habit circuitry is neurotypical.
Once a habit is formed, it runs on autopilot—bypassing the dysfunctional prefrontal cortex entirely.
But executive dysfunction makes it incredibly hard to do the same thing consistently long enough to form the habit.
An ADHD brain's habit circuitry is neurotypical.
Once a habit is formed, it runs on autopilot—bypassing the dysfunctional prefrontal cortex entirely.
But executive dysfunction makes it incredibly hard to do the same thing consistently long enough to form the habit.
The cortisol crash isn't a bug in your user.
It's a feature of their neurology.
Your app can either fight it (and lose users)...
Or design around it (and build loyalty).
P.S. If you're losing users after their "best day," this pattern might explain why.
It's a feature of their neurology.
Your app can either fight it (and lose users)...
Or design around it (and build loyalty).
P.S. If you're losing users after their "best day," this pattern might explain why.
January 4, 2026 at 4:48 PM
The cortisol crash isn't a bug in your user.
It's a feature of their neurology.
Your app can either fight it (and lose users)...
Or design around it (and build loyalty).
P.S. If you're losing users after their "best day," this pattern might explain why.
It's a feature of their neurology.
Your app can either fight it (and lose users)...
Or design around it (and build loyalty).
P.S. If you're losing users after their "best day," this pattern might explain why.
Step 3: Reframe "Success"
Stop measuring "Daily Active Users."
Start measuring "Weekly Engaged Users" or "Monthly Completion Rate."
If your user completes 4 tasks in one day, then returns 10 days later for 3 more...
That's a win. Not a churn risk.
Stop measuring "Daily Active Users."
Start measuring "Weekly Engaged Users" or "Monthly Completion Rate."
If your user completes 4 tasks in one day, then returns 10 days later for 3 more...
That's a win. Not a churn risk.
January 4, 2026 at 4:48 PM
Step 3: Reframe "Success"
Stop measuring "Daily Active Users."
Start measuring "Weekly Engaged Users" or "Monthly Completion Rate."
If your user completes 4 tasks in one day, then returns 10 days later for 3 more...
That's a win. Not a churn risk.
Stop measuring "Daily Active Users."
Start measuring "Weekly Engaged Users" or "Monthly Completion Rate."
If your user completes 4 tasks in one day, then returns 10 days later for 3 more...
That's a win. Not a churn risk.
Step 2: Build External Re-Engagement
The user might not "remember" to open your app during recovery.
Solution: External touchpoints.
- Weekly newsletter (not daily)
- Educational emails (not task reminders)
You're staying top-of-mind while they recover, not forcing them back.
The user might not "remember" to open your app during recovery.
Solution: External touchpoints.
- Weekly newsletter (not daily)
- Educational emails (not task reminders)
You're staying top-of-mind while they recover, not forcing them back.
January 4, 2026 at 4:47 PM
Step 2: Build External Re-Engagement
The user might not "remember" to open your app during recovery.
Solution: External touchpoints.
- Weekly newsletter (not daily)
- Educational emails (not task reminders)
You're staying top-of-mind while they recover, not forcing them back.
The user might not "remember" to open your app during recovery.
Solution: External touchpoints.
- Weekly newsletter (not daily)
- Educational emails (not task reminders)
You're staying top-of-mind while they recover, not forcing them back.
The 3-Step Framework to Design Around This:
Step 1: Lower Activation Energy
When the user returns on Day 8, don't show a blank canvas.
Show them exactly where they left off.
No "What should I do today?" paralysis.
Step 1: Lower Activation Energy
When the user returns on Day 8, don't show a blank canvas.
Show them exactly where they left off.
No "What should I do today?" paralysis.
January 4, 2026 at 4:47 PM
The 3-Step Framework to Design Around This:
Step 1: Lower Activation Energy
When the user returns on Day 8, don't show a blank canvas.
Show them exactly where they left off.
No "What should I do today?" paralysis.
Step 1: Lower Activation Energy
When the user returns on Day 8, don't show a blank canvas.
Show them exactly where they left off.
No "What should I do today?" paralysis.
Why This Breaks Your App:
Most apps optimize for daily engagement:
- Streaks
- Daily reminders
- Habit trackers
But if your user needs 5-7 days to recover after one intense session...
Your engagement model might be fighting their neurology.
Most apps optimize for daily engagement:
- Streaks
- Daily reminders
- Habit trackers
But if your user needs 5-7 days to recover after one intense session...
Your engagement model might be fighting their neurology.
January 4, 2026 at 4:46 PM
Why This Breaks Your App:
Most apps optimize for daily engagement:
- Streaks
- Daily reminders
- Habit trackers
But if your user needs 5-7 days to recover after one intense session...
Your engagement model might be fighting their neurology.
Most apps optimize for daily engagement:
- Streaks
- Daily reminders
- Habit trackers
But if your user needs 5-7 days to recover after one intense session...
Your engagement model might be fighting their neurology.
Here's an analogy that works perfectly:
"Neurodivergent users are chopping down entire forests to build a fire shelter that lasts the night."
One productive day can cost a week of recovery.
This isn't universal, but it's a pattern I've seen repeatedly in user behavior data.
"Neurodivergent users are chopping down entire forests to build a fire shelter that lasts the night."
One productive day can cost a week of recovery.
This isn't universal, but it's a pattern I've seen repeatedly in user behavior data.
January 4, 2026 at 4:41 PM
Here's an analogy that works perfectly:
"Neurodivergent users are chopping down entire forests to build a fire shelter that lasts the night."
One productive day can cost a week of recovery.
This isn't universal, but it's a pattern I've seen repeatedly in user behavior data.
"Neurodivergent users are chopping down entire forests to build a fire shelter that lasts the night."
One productive day can cost a week of recovery.
This isn't universal, but it's a pattern I've seen repeatedly in user behavior data.
One possible answer: The Cortisol Crash
When an ADHD user tackles a huge task list, their brain may activate cortisol reserves—a survival mechanism.
But recovery time is different:
Neurotypical brain: around 24 hours
ADHD brain: Over a week
When an ADHD user tackles a huge task list, their brain may activate cortisol reserves—a survival mechanism.
But recovery time is different:
Neurotypical brain: around 24 hours
ADHD brain: Over a week
January 4, 2026 at 4:40 PM
One possible answer: The Cortisol Crash
When an ADHD user tackles a huge task list, their brain may activate cortisol reserves—a survival mechanism.
But recovery time is different:
Neurotypical brain: around 24 hours
ADHD brain: Over a week
When an ADHD user tackles a huge task list, their brain may activate cortisol reserves—a survival mechanism.
But recovery time is different:
Neurotypical brain: around 24 hours
ADHD brain: Over a week
The Pattern:
- Day 1: User completes 15 tasks, feels invincible
- Day 2: Doesn't log in
- Day 7: Still gone
- Day 30: Churned forever
Founders think: "They loved it on Day 1. What happened?"
- Day 1: User completes 15 tasks, feels invincible
- Day 2: Doesn't log in
- Day 7: Still gone
- Day 30: Churned forever
Founders think: "They loved it on Day 1. What happened?"
January 4, 2026 at 4:39 PM
The Pattern:
- Day 1: User completes 15 tasks, feels invincible
- Day 2: Doesn't log in
- Day 7: Still gone
- Day 30: Churned forever
Founders think: "They loved it on Day 1. What happened?"
- Day 1: User completes 15 tasks, feels invincible
- Day 2: Doesn't log in
- Day 7: Still gone
- Day 30: Churned forever
Founders think: "They loved it on Day 1. What happened?"