For an infrequent action to become a habit, the user must perceive a high degree of utility, either from gaining pleasure or avoiding pain.

If 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.

To initiate (user) action, doing must be easier than thinking.

Habit-forming products alleviate users' pain by relieving a pronounced itch.

The 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.

Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection

Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.