Like flossing, frequent engagement with a product, especially over a short period of time, increases the likelihood of forming new routines.
Nir EyalUser habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.
Nir EyalAs fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power
Nir EyalReducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.
Nir EyalMany innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.
Nir EyalInstead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.
Nir EyalIf users are not doing what the designer intended (when users are investing time, effort, etc in your product), the designer may be asking them to do too much.
Nir EyalWhen designers intentionally trick users into inviting friends or blasting a message to their social networks, they may see some initial growth, but it comes at the expense of users' goodwill and trust. When people discover they've been duped, they vent their frustration and stop using the product.
Nir EyalHabit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.
Nir EyalThe aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions.
Nir EyalThe ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.
Nir EyalYou'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.
Nir EyalUsers who continually find value in a product are more likely to tell their friends about it.
Nir EyalFor an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.
Nir Eyal