At the core of repeated product use is the formation of a habit that causes us to reach for something with no external trigger or conscious thought. However, the vast majority of brands fail to utilise this opportunity when it comes to their digital products.

We spoke to digital leaders, from Domino’s Pizza to Sky, about how brands can create a sustained need in users to make their products stick long-term. We unpacked user needs to design products that promote ongoing use, increase retention, and deliver lasting business value.