Micro-behaviours Are Shaping the Future of Mobile Apps

These micro-moments are now shaping the future of mobile app growth – from what a swipe reveals about the user’s intent, to how a well-timed nudge can bring someone back, and the art of telling one story across multiple touchpoints.

When a Swipe Says More Than a Survey

“Back in the day, we grouped users by age or city. Now, we can go way deeper based on what people are doing right now, says Willynn.

Instead of relying on broad categories or static profiles, real-time behaviour opens up a window into intent and emotion.

According to Willynn,

• If someone just unmatched a person, they might feel a little discouraged, so maybe they need a confidence boost or a funny profile to lighten the mood. 
• If someone’s swiping like crazy, they might be in discovery mode so we can show them fresh faces or niche features.

It’s segmentation at the speed of emotion, shaping the experience to match a user’s state of mind, not just their stored profile. This improves satisfaction in the moment and builds a reputation for relevance that keeps users coming back.

The Gentle Nudge That Brings Them Back

Re-engagement is a balancing act. Push too hard and users feel chased; wait too long and they slip away. Willynn says the answer lies not in more notifications, but in better ones.

“No one likes apps that nag. Especially in dating, people need space,” says Willynn. “Instead of spamming users with ‘Hey, come back!’ messages, it’s better to give them something useful or entertaining.”

The shift is simple yet powerful; move from frequency to usefulness. According to Willynn, a notification should feel less like a tap on the shoulder and more like an inside tip:

• “Three new people just joined who love horror movies too.”
• “Your profile just got a like. Want to see who?”

These nudges aren’t interruptions; they’re extensions of the product experience. Willynn calls it value-first nudging. Notifications that spark curiosity, create delight, and give users a reason to return on their own terms.

When relevance and timing drive engagement, a simple ping transforms from an irritation into a welcome surprise, just like a friend saying “you’ll love this” rather than a marketer shouting “come back now.”

Telling One Story, Multiple Ways

For many apps, multi-channel marketing means sending the same message across push notifications, emails, and in-app prompts. It’s a quick way to ensure coverage. 

But also a quick way to burn out user attention. “The trick is not to copy-paste the same message everywhere,” says Willynn. “If you tell someone, ‘You’ve got a match!’ on the app, then again in a push, and again in an email, that’s overkill.”

“Instead, use each channel for a different purpose. Maybe the app shows the match, the push says ‘They liked your playlist too,’ and the email adds ‘Here’s how to break the ice.’”

This layered storytelling approach gives users reasons to engage with each channel on its own merits. It also creates a richer, more memorable experience by letting the message evolve instead of echoing.

The result? A cohesive narrative that unfolds naturally, without feeling repetitive.

Growth Comes from Knowing, Not Guessing

Nowadays, predictive AI has opened the door to experiences so tailored they can feel almost psychic. By tracking patterns, like swiping right on dog photos or laughing at witty bios, apps can anticipate and serve more of what users love.

But Willynn sees a trap in overfitting to those patterns.

“If we always feed users the same kind of people, it can get boring fast,” says Willynn. “They miss out on surprises. Sometimes, your perfect person isn’t your usual ‘type,’ and the app should give you that chance.”

That’s where the smartest growth strategies are evolving. They combine accuracy with variety, keeping engagement both personal and fresh. Instead of relying solely on algorithms to repeat what’s familiar, teams can:

• Mix comfort with curiosity: Serving content users love while adding in some unexpected surprises.
• Design for serendipity: Building in “chance encounters” that feel like delightful accidents, not programmed suggestions.
• Balance prediction with exploration: Using data to guide, but never trap, users in a single pattern.

Willynn NG, Regional Head at TanTan will be speaking at Unlocked: Mobile & App Growth Summit. Register here.