Design For Behaviour Change A look at BJ Fogg’s Behaviour Model
www.thehumanexperience.io
Experience Design
Behaviour is how one acts or conducts oneself in a given context. For example:
Type of a person: A child In a context : On a sunny day
Doing an action: Cycling
Fogg’s Behaviour Model The Fogg Behaviour Model shows that three elements must converge at the same moment for a behaviour to occur:
Motivation, Ability and Trigger.
MOTIVATION TRIGGERS BEHAVIOUR
When a behaviour does not occur, at least one of those three elements is missing.
ABILITY
High
Target Behaviour
th
fo
MOTIVATION
TRIGGER
Pa
Increasing motivation and ability (making the behaviour simpler) is the path to achieve target behaviour.
ri nc pe r rf eas or i m ng an b ce eh av i
ou
r
The implication for designers is clear:
Low Difficult
ABILITY
Easy to do
Motivation For people who have high ability but low motivation there is a need to increase the motivation factor to get a targeted behaviour. There 3 core motivators with 2 sides:
1. Sensation Pleasure and Pain
TRIGGERS
MOTIVATION BEHAVIOUR
2. Anticipation Hope and Fear ABILITY
3. Social Cohesion Social Acceptance and Rejection
Motivation
1. Sensation
Pleasure and Pain
Result of this motivator is immediate, or nearly so. For example:
Standing in the long queues to book a railway ticket is painful.
People can have the pleasure of booking it on the app.
Motivation
2. Anticipation
Hope and Fear
This dimension is characterized by anticipation of an outcome. Hope is the anticipation of something good happening. Fear is the anticipation of something bad.
Losing out an opportunity to buy a product.
Hope of providing a better life for pets through charity.
Motivation
3. Social Cohesion
Social Acceptance and Rejection
This dimension controls much of our social behaviour. People are motivated to do things that win them social acceptance and are motivated to avoid being socially rejected.
Social Proof : Helped 20,000 Indians
Ability Make the task simpler and increase ability. These six parts relate to each other like links in a chain. If any single link breaks, then the chain fails. In this case, simplicity is lost.
TRIGGERS
MOTIVATION BEHAVIOUR
Physical Effort ABILITY
Non Routine Time
Social Deviance Brain Cycles
Money
Ability
A target behaviour is not simple, for people with limited financial resources.
if it requires time and we don’t have time available.
MONEY
TIME
if it requires people to do activities that are not a part of their routine.
NON ROUTINE
Ability
A target behaviour is not simple, PHYSICAL EFFORT
if it requires physical effort.
BRAIN CYCLES
SOCIAL DEVIANCE
if it causes us to think hard.
if it requires me to go against the norms or break the rules of society.
Trigger A trigger is something that tells people to perform a behaviour now. There are 3 types of triggers :
1. Spark TRIGGERS
MOTIVATION BEHAVIOUR
ABILITY
2. Facilitator
3. Signal
Trigger
1. Spark A spark trigger works when the user is low on motivation and high on ability.
A discount from a service motivates the user to use that service.
Trigger
2. Facilitator A facilitator works when the user is low on ability and high on motivation.
Simplifying the process to register by giving options to ‘Register with Facebook’ and ‘Register with Google’ which saves time and effort.
Trigger
3. Signal A signal works just as a reminder to perform a behaviour.
Some More Examples
‘Frequently bought together’ acts as a trigger for the user who is highly motivated to buy the camera and the lens but doesn’t have enough time to look around.
Social Proof of ‘22,980,187 Conversations’ motivates the user. To make things easier, it’s also ‘free’ and offers ‘trained listeners’.
‘Free’ offering makes the choice simple ‘Experts’ reduces the cognitive load for the users
References http://www.behaviormodel.org/index.html http://www.mebook.se/images/page_file/38/Fogg%20Behavior%20Model.pdf http://bjfogg.org/
Experience Design
www.thehumanexperience.io