Behavioral product strategist and gamification designer. This is my public hypertext notebook, sharing my thinking in motion at various stages of development.


Fogg Behavior Model

  • author:: BJ Fogg
  • This model isn't based on experimental evidence, but is rather a bunch of formalized common-sense assumptions. Use it as a set of rules of thumb that are generally good to follow and don't pretend like it's all the psych you need to make a good product and you'll be fine.
  • Not much scientific evidence behind this model specifically, but seems like it’s essentially a formalization of Friction and Fuel/3Bs, positive pressures/negative pressures, etc. with some common sense assumptions built in. they’re all saying more or less the same thing- cost/benefit!
  • Using it well- don’t assume this is all that you need to know about behavioral science to make a good product. This is essentially formalized common-sense.
    • Ability
      • "Make it simple, remove steps. This is what UX designers do best."
      • Does the user have the necessary skills, energy, time, or other resources to do some behavior? Has the user built up the necessary amount of Self-efficacy?
    • Motivation:
      • This is the part where UX designers tend to struggle.
      • Self-efficacy is one way to boost motivation
  • Implications of the model
    • If motivation is higher than ability when the user is prompted, they will do the behavior.
      • I’d rephrase this as if motivation is higher than ability when the user is prompted, they are more likely to do the behavior than if not.
    • diminishing marginal returns:
      • If ability is already high, then making things a little easier will not make as much difference in the frequency of the behavior as increasing motivation
      • if motivation is already high, making it a little more motivating will not make as much difference as increasing ability and making it easier.
    • Motivation goes up and down in waves, as he refers to in motivation waves and motivation is harder to increase than ability.
      • This means:
        • We should make things as low friction as possible in order to make our prompts more successful.
        • If a user is experiencing high motivation, prompting them to do something easy is a waste.
      • try to do motivation checks in order to give people the right activities at the right moment.