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Omais Waiz, Performance Marketing Director, MultiBank Group, shares how data, psychology, and design come together to create apps that don’t just get downloaded but become part of users’ daily lives.
Getting an app downloaded is just the starting line. The real challenge is embedding it into users’ daily routines so it becomes indispensable. By combining behavioural insights, timely triggers, and thoughtful UX design, apps can turn fleeting installs into lasting habits—transforming one-time downloads into loyal, repeat users.
“Why habit-forming apps matter? If we just create an app that does not adopt the habit-forming strategy, so what will happen? The app will lose 77% of its daily active users within just three days. But, the other user engagement apps used weekly have a 90% user retention probability,” said Omais Waiz, Performance Marketing Director, MultiBank Group.
Omais Waiz took the stage at Vibe Marketing Tech Fest, Dubai 2025, to explain how the hook model, behavioural triggers, and continuous UX optimisation help turn installs into loyal customers.
Three things Martechvibe learned from his talk;
Habit-Forming Apps Beat Attention Spans
With users spending under five minutes per session, competing for attention is brutal. Apps that use contextually timed triggers, like push notifications aligned with user needs, build stronger retention and engagement than generic communication.
The Hook Model Shapes User Behaviour
Effective apps follow a cycle of trigger, action, reward, and investment. From nudges that prompt action to variable rewards that fuel curiosity, this framework transforms downloads into repeatable, long-term usage patterns.
Personalisation Drives Retention and ROI
By tailoring content, rewards, and incentives to each stage of the user journey, brands can move users from sign-up to deposit to transaction. Personalised prompts keep engagement high while reinforcing trust and loyalty.
Watch the full video here.
