Last week, I was discussing a loyalty system with a prospective client.

Their idea was straightforward: “Let’s set an expiry date. On that day, points go to zero.”

I didn’t agree. I suggested a different approach based on loss aversion.

Instead of wiping points completely:

• Reduce a small number of points (say 5) every week
• Pause the reduction once the user makes a purchase
• If they stay inactive again for 20 days, resume the reduction

Why? Because losing something gradually creates more urgency than losing everything at once.

Sometimes, building a successful product isn’t just about features.It’s about applying cognitive psychology concepts.

Most developer don’t discuss and give such advice. They build whatever has been said by non-tech founder.