Quote

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.

Nir Eyal

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Nir Eyal
Age: 44
Born: 1980
Born: February 19
Entrepreneur
Writer
Haderah
Without
Calls
Aim
Customers
Product
Promotions
Products
Overt
Influence
Relying
Use
Promotion
Action
Ads

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Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.
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User habits are a competitive advantage. Products that change customer routines are less susceptible to attacks from other companies.
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Users who continually find value in a product are more likely to tell their friends about it.
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Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.
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Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.
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As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power
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Why not live now instead of someday?
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The 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.
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Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.
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Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.
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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.
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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
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Products with higher user engagement have the potential to grow faster than their rivals.
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