Think about what it takes to train a dog…
If you can get your dog to sit when you say the word “sit,” then you know how to design behavior.
Even if you can’t, we can use everything below to find out why.
Let’s break it down.
Behavior Design Fundamentals
help them feel successful.” – BJ Fogg
Behavior Design in 2 Minutes
Behavior Design Examples
In 2018, Starbucks ran a promotion: $40 for and 30 days of coffee + a FREE Tumbler.
Their goal was to turn someone that might be a infrequent customer into a customer that makes a purchase every day.
What Causes Behavior Change?
A behavior happens when: Motivation + Ability + Prompt come together at the same moment.
BEHAVIOR = MOTIVATION + ABILITY + PROMPT
When a behavior does not occur, at least one of those three elements is missing.
Motivation is the emotional backdrop and the goal is to tap into it without artifically creating it.
There are six core motivations that are in three groups:
Sensation (Physical) – Pleasure/Pain (The result of this motivator is immediate). Game designers use this motivation by offering badges and points when learners change their behavior.
Anticipation (Emotional) – Hope/Fear (Fear is the anticipation of something bad happening, often the anticipation of loss). An example would be: people will accept pain (buying home insurance) in order to overcome fear (anticipation of your house burning down.
Social Cohesion (Social) – Social Acceptance (Belonging/Rejection). People want to feel like they belong.
A person must have the ability to do something.
The goal with each of these “Elements of Simplicity” is to minimize them as much as possible: Time, Money, Physical Effort, Mental Cycles, Social Deviance (Conformity), and Non-Routine (sits outside of a daily routine).
There are three types of prompts: spark (high ability, high motivation; loud alarm clock), facilitator (high motivation, low ability; email newsletter), and signal (high ability, low motivation; post-it note).
Prompts should build on each other similar to learning to swim. This would look like small steps that lead towards larger success.
If you prompt people at the right time = joy.
If you prompt then when they lack ability = frustration.
If you prompt people when they don’t have motivation = annoyed.
2 Kinds of Prompts: Hot and Cold
Hot prompts are things you can do right now (e.g. button saying “Get it now” or “Download now”).
Cold prompts are things which one cannot act on right now (e.g. an add that you hear on the radio while you are driving).
What If A Behavior Isn’t Happening?
Anytime you want to better understand why a behavior isn’t occurring, all you have to do is simply walk down the list and ask:
Are they amply motivated?
Are they truly able to perform this behavior?
Are we just forgetting to remind them/ask them to perform the behavior?
Next Steps To Learning Behavior Design
BJ Fogg created a free program called TinyHabits.com.
While most people think it takes 21 days to create a habit, TinyHabits.com will show you create results in just a few days.
Two of the most popular habits to design for are:
Prefer to read more? BJ Fogg also has a book and you can buy a copy of Tiny Habits on Amazon.
- Why is Everyone So Fat, Broke and Busy? Jeff Gaines at TEDxAlbany 2010
- Fogg Behavior Model in 2 Minutes
- Understanding Behavior Design with Facebook as and Example
- Behavior Design Videos by BJ (camp)
- School of Persuasion
- Tiny Habits in Success Magazine (a summary)
- Intro Doc for Tiny Habits
- BJ at RWJF
- Interview at Habit Design event
- New Rules of Persuasion article
- 3 Steps to New Habits (6 Slides)
- BJ’s video on simplicity (ability factors)
- Fogg & Hreha Behavior Wizard paper (8 pages, easy to read, updates key concepts)
- 15 Ways Behavior Can Change
- Top 10 Mistakes in Behavior Change
- Behavior Model website
- Behavior Grid website
- Behavior Design website
- Behavior Wizard website
- Motivation Wave video
- Lasting Change flipbook
- PAC Person Expert Guide
- Read Chapters 1 and 2 of Don’t Shoot the Dog by Karen Pryor
- Persuasive Technology – BJ Fogg
- Mobile Persuasion – BJ Fogg
- Texting 4 Health – BJ Fogg
- Influence – Cialdini
- Willpower Instinct – Kelly McGonigal
- Getting Real (creating products quickly)
- Purple Span Behavior Guide (an integration of behavior thinking & design
- Henry James on Habits (historical perspective)
- BJ Fogg on Twitter
- Designer Scott Jenson‘s concept of the UX golden rule, that Value > Pain
- Lily Cheng at Fogg’s Stanford lab describing how the Facebook newsfeed effectively puts “hot triggers” in the path of people who are motivated to respond to those triggers
- Growth Engineering’s “BJ Fogg’s Behavior Model”
- Conversionxl.com’s “How to Use Behavioral Design for Boosting Conversions (Using The Fogg Behavior Model)”
- Instapage.com applies the Fogg model to Internet marketing