How to explain the Behavior Model to colleagues:
1. “Let me explain how behavior works . . . “
2. [Draw the simple graphic]
3. “There are two dimensions”
4. “One is motivation” [write it on the graphic]. “If people don’t have motivation, they won’t do the behavior.”
5. “Another dimension is ability” [write it on the graphic]. “If the behavior is too hard, people won’t do it -- or can’t do it, no matter how high the motivation” [give example, probably donate $1M dollars.]
6. “Motivation and ability are tradeoffs. If the behavior is easy, then motivation can be lower. And vice versa” [give example, if needed]
7. “But that’s not all . . . “
8. “The final element is a trigger. This is a call to action, something that says ‘do it now.’ “
9. All three element must be present at the same moment.
10. If any one is missing, the behavior will not occur.
Tip: Give simple, familiar examples -- exercise, diet, conserving energy
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for more on the Fogg Behavior Model, see www.behaviormodel.org
BJ Fogg, August 2010, for UXweek
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How to explain the Behavior Grid
1. “Not all behaviors are the same.”
2. [give example] “For example, getting people to buy a car is different from getting someone to quit smoking.
3. “Let me sketch it out . . .”
4. [draw grid with four cells]
5. “Buying a car is about getting people to DO something.” [give other examples]
6. “In contrast, quiting smoking is about STOPPING a behavior.” [gives examples]
7. “The methods for these differ. You use different strategies for stopping a behavior (AA for example) than you use for doing a behavior (test driving a car, for example)”
8. “If you confuse the methods, you are likely to fail.”
9 “Also note how buying a car is done and over with. In contrast, quitting smoking is something that continues for a lifetime. You keep quit (ideally)”
[you put checks in other parts of grid]
10. “There are 15 different types of behavior, each with its own psychology . . . but that’s not my main point. The main point is we need to think clearly about the type of behavior we want. Then we can design for it . . .”
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For more info, see www.BehaviorGrid.org