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Design For Behaviour Change A look at BJ Fogg’s Behaviour Model

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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

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fo

MOTIVATION

TRIGGER

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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

Design for Behaviour Change  

As experience designers we’re constantly working on ways to influence human behaviour. Here’s a look at the Fogg’s Behaviour Model - a syste...

Design for Behaviour Change  

As experience designers we’re constantly working on ways to influence human behaviour. Here’s a look at the Fogg’s Behaviour Model - a syste...

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