Doing things Quote by Nir Eyal
““Unfortunately, too many companies build their products betting users will do what they make them do instead of letting them do what they want to do. Companies fail to change user behaviors because they do not make their services enjoyable for its own sake, often asking users to learn new, unfamiliar actions instead of making old routines easier. Companies that successfully change behaviors present users with an implicit choice between their old way of doing things and a new, more convenient way to fulfill existing needs. By maintaining the users’ freedom to choose, products can facilitate the adoption of new habits and change behavior for good. Whether coerced into doing something we did not intend, as was the case when Quora opted-in all users to its “views” feature, or feeling forced to adopt a strange new calorie counting behavior on MyFitnessPal, people often feel constrained by threats to their autonomy and rebel. To change behavior, products must ensure the users feel in control. People must want to use the service, not feel they have to.””
About This Quote
Source Book: Hooked: How to Build Habit‑Forming Products, Nir Eyal, 2014
Products succeed when they make desired actions enjoyable and preserve user autonomy, rather than forcing unfamiliar habits.
In simple terms: Make services enjoyable and keep user choice.
Key Takeaway
Design for autonomy and enjoyment.
Themes
behavior design
autonomy
habit formation
user experience
Mood
thoughtful
encouraging
Type
advisory
insightful
When to use this quote
- app onboarding
- fitness trackers
- social platforms
- enterprise tools
Key Concepts
Self‑Determination Theory
intrinsic motivation
choice architecture
Questions to Reflect On
- How can you make a new habit feel natural?
- What incentives preserve freedom while guiding behavior?
A Different Perspective
If users feel forced, they may resist or abandon the product.
![“Instead of asking ‘what problem should I solve?’ ask ‘what problem do I wish someone else would solve for me?’”[cxxxi]” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/805/nir-eyal-1258_problem-solving_instead-of-asking-what-problem-should-i_78727.jpg)
