Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.
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 EyalHabit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.
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 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