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Context
Zomato is a leading food delivery app in India.
To encourage users to order more frequently, the app uses a milestone tracker 🎯 that shows users their progress toward a reward. Users can see how many orders they’ve completed and how many more they need to hit the next milestone — creating a visual incentive to keep ordering.
Why This Works
A milestone tracker leverages the goal-gradient effect — people accelerate their behavior as they get closer to a goal. It works because:
It creates a sense of progress: Users can visually see how close they are to the next reward, making them more likely to place another order to “complete” the milestone.
It drives repeat behavior: By tying rewards to cumulative actions (orders), the app encourages habitual usage rather than one-time transactions.
It feels rewarding, not pushy: Unlike discount pop-ups, milestones let users feel like they’re earning something through their natural behavior — making the engagement feel organic rather than promotional.
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