The human attention span is dwindling. A Microsoft consumer study from 2013 shows that the attention span was 8 seconds, down from 12 seconds in 2000. Given the age of the study this might be even lower today.
Compared to the fact that the average attention span of a goldfish being 9 seconds, you are up for quite a challenge. Not only do you need to grab the attention of your customers, you need to retain it for the full amount of time it takes for them to use your product and interact with your services.
To do this you need to focus not only on the usability of your product, but also the value that you create in each handling step your consumer goes through. If your consumer finds no immediate value in a performed task, they will stop doing it and ultimately stop using your product.
This cognitive bias is know as hyperbolic discounting and entails that we will accept smaller payoffs now over larger payoffs later on — You have probably been exposed to this yourself if you have tried to stop smoking or tried to loose weight. I know I have, when it comes to exercising to be more healthy versus ‘Netflix and chill’. I often go with the short-term payoff of the latter, than the long-term payoff of the former.
To design this value creation I find making detailed user journey maps is the best tool. You should try it too.