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.
Nir EyalHabit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.
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 Eyal