Design the whole journey from first spark to veteran endgame

A pattern kept showing up across projects. Teams poured energy into launch and the first week, then wondered why month three felt flat. The problem wasn’t marketing, it was motivation drift. The drive that gets someone to try a thing is not the same drive that keeps them coming back, and it’s definitely not the one that gives veterans a reason to stick around.

I once consulted on a learning platform where Discovery leaned on curiosity with a bold demo. Onboarding used a tidy three‑task checklist and a satisfying progress bar. It worked, until the Scaffolding phase hit and students found themselves alone with a calendar and good intentions. We added peer circles and a streak garden that grew visible progress. Activity rose, but veterans drifted after they finished the core content.

The fix was an Endgame role. Graduates could apply to be “Guides,” answering one question a day and proposing new challenges. The platform gave them a curator badge and a small booster—early access to next month’s content. The effect was quiet but strong. Guides stayed, newbies got help, and the culture felt warmer.

I might be wrong, but if you don’t design the Endgame, your best people will finish and leave. If you don’t design Scaffolding, your average people will stall. Each phase wants a different dominant drive, and your job is to line them up and keep the handoffs smooth.

The framework comes from phase‑based engagement design: Discovery (curiosity and invitations), Onboarding (competence and quick wins), Scaffolding (social support, ownership, meaningful progress), Endgame (status, contribution, legacy). Measure each handoff and build one veteran role before you need it.

Draw your four phases and write the dominant drive you want to feel in each. Shore up Discovery with one surprising invite, make Onboarding deliver a visible quick win, and give Scaffolding social structure and owned progress. Then add a real Endgame role like mentor or curator so veterans keep contributing and growing. Track transitions weekly and tinker where the numbers sag. Start by naming your Endgame role today. Give it a try tonight.