The Fogg Behavior Model states that behavior occurs when motivation, ability and a suitable trigger interact simultaneously. If one of these elements is not present to a sufficient degree, the desired action will not occur. For example, a high level of motivation can fizzle out if the execution is too complex, while even a simple task is often abandoned if no suitable incentive or trigger is given.

Origin

The model was developed by the behavioral scientist B. J. Fogg and presented in literature in 2009; it quickly found widespread use in the area of persuasive design. B.J Fog is still head of the "Behavior Design Lab" at Stanford University, USA.

  • Fogg, B. J. (2003). Persuasive Technology: Using Computers to Change What We Think and Do. Amsterdam: Morgan Kaufmann.
  • Fogg, B. J. (2009). A Behavior Model for Persuasive Design. Persuasive

Application in UX and UI design

The Fogg Behavior Model is a valuable guide for designers who want to use design components to promote a specific behavior.

Designers can design products in such a way that their use and the achievement of goals are kept as simple as possible, while at the same time a clear benefit or reward is visible (high motivation). A specific trigger, e.g. a motivating prompt, can ensure that the desired behavior is triggered.

The model enables a structured approach, particularly in onboarding processes: first, motivation is increased by advantages or reward components, while barriers (e.g. complicated forms, difficult-to-understand information architecture) are reduced and, ultimately, the desired behavior is triggered by a call to action.

Impact on the User Experience

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Further information