You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.

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.

User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.

You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

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

Brainstorm new interfaces that could introduce opportunities or threats to your business.