The Fogg Behavior Model and Grid

Fogg Behavior Model

 

Fogg's Behavior Grid

The Fogg Behavior Model

 

Behavior = Motivation, Ability, Prompt

• The more motivated you are to do a behavior, the more likely you are to do the behavior.
• The harder a behavior is to do, the less likely you are to do it.
• Motivation and ability work together, like teammates.
• No behavior happens without a prompt.

 

Checklist

• Check if there is a prompt to engage in the behavior
• Determine if the user has the ability to engage in the behavior
• Assess if the individual is motivated to engage in the behavior

*Check prompt and ability first before checking the motivation.

 

Motivations

• a person already wants to do the action.
• An external benefit or punishment for doing the action.
• Context. Motivation caused by a person’s context.

 

Ability

Make behavior easy to perform

• Enhance the skills.
• Provide the necessary tools and resources.
• Break down the behavior into tiny and manageable stpes.

Ability Chain Questions (To find out what cost the most)

• Do you have enough time to do the behavior?
• Do you have enough money to do the behavior?
• Are you physically capable of doing the behavior?
• Does the behavior require a lot of creative or mental energy?
• Does the behavior fit into your current routine or does it require you to make adjustments?

 

Prompt Types and Examples

*also called “Trigger”

Facilitator

When users have High motivation but Low ability

• A "Skip the line" option at checkout for users eager to purchase.
• Auto-filled forms for a user ready to submit a sign-up or application.
• A one-click "Buy Now" button for an interested shopper.

 

Spark

When users have Low motivation but High ability

• “Complete your profile to unlock a $5 reward.”
• A motivational email about the benefits of exercising, sent to encourage signing up for a fitness class.
• “Limited time offer: 20% off if you purchase today.”

 

Signal

When users have High motivation and High ability. (Reminder, Cue, Notice)

• A nudge notification reminding a user to complete a task they started (e.g., “Don’t forget to finish your purchase!”).
• A calendar alert for a meeting or an event the user wants to attend.
• A blinking “Pay Now” button for someone with an unpaid invoice.