Fogg’s Behavior ModelSteve WendelAction Design DC, 19 March 2013
Behavior Model: BasicsWhat drives intentional behavior?Motivation I need to do a conference call +Ability I have my Speek URL +Trigger Just told to setup meetingAll 3 at once. Not necessarily in equal measure.
Behavior Model: BasicsTo see the MAT graphic, click here:http://behaviormodel.org/index_files/pasted-graphic.jpg• Stuff that is easy doesn’t require much motivation – Amazon 1-click anyone?• Stuff that is highly motivating can be done even when its difficult - Building a new company.• Speek: • One of their behavioral goals: refer a friend. • Trigger: a nice screen RIGHT after the call. • Ability: You just need to enter their emails. • Motivation: You just had a (hopefully!) pleasant experience on a call.
Behavior Model: ChangeHow do you change intentional behavior?If you want to START a behavior: Ensure there’s a trigger. If necessary, Ability, If absolutely necessary, Motivation.
Behavior Model: Mantra“Put hot triggers in the path of motivated people”
Behavior ModelAnd if that isn’t enough?Start with something easier.What’s easier?Things that people already do.Things that are short duration.
Behavior GridTo see the behavior grid graphic, click: http://www.behaviorgrid.org/• Understand the behavior you’re working with.• Fogg looks at two dimensions: • Frequency: One-time, Limited Duration, or Infinite. • The Change: Start/Stop a new or old behavior.• One-time is easier than Infinite.• Starting is easier than stopping.• Familiar is easier than Foreign.• Obvious in hindsight, but we too often forget when developing products
Behavior GridEach behavior type (Frequency vs type of Change)one has its own strategies.If you’re INCREASING an existing behavior, make it easier.If you’re STOPPING a habit, remove the trigger first.Also, start small. Baby Steps Tiny Habits
Tiny Habits• Start Small. Really, really small.• Specific duration.• Simplest physical action.• Floss a single tooth for 5 days.• http://www.tinyhabits.com/
More Info• See the resource list at actiondesign.hellowallet.com• Including • http://bjfogg.com/ • http://behaviormodel.org/ • http://behaviorgrid.org/ • http://captology.stanford.edu/invisible- resource/using-technology.html • http://tinyhabits.com/