BJ Fogg Behavior Model
You've created an awesome screen. Everything's clear, there are only a few steps, and the visuals are incredible.
But the user isn't clicking. Why? They "should," right?
Or maybe they just... can't? Don't want to? Or didn't even notice what to do?
Behavior
=
Motivation
+
Ability
+
Trigger
Everything needs to align at a single point. This is the Fogg Behavior Model.
This is an easy-to-use tool for improving UI/UX at the screen or user step level. The model will help you design a screen so that users clearly understand what to do and want to do it.
The model was formulated by Brian Jeffrey (BJ) Fogg, a research professor at Stanford's Persuasive Tech Lab. In 2002, Fogg published "Persuasive Technology: Using Computers to Change What We Think and Do", and in 2007, he began giving public lectures.
Behavior = Motivation × Ability × Prompt
(all must converge at one moment)
You sent a notification, but it's ignored → the trigger didn't work
The button is right there, but they don't click → there's no motivation
The motivation is there, but it's 5 steps to the goal → ability is low
Behavior doesn't happen simply because one of the three components is "sagging."
Motivation
This is the internal "why" – the impulse that drives a user to take action. In the Fogg model, it's often broken down into three pairs of core drivers:
Positive
Negative
Pleasure
Gaining benefits, pleasant sensations.
Example: "You'll save 10% of your time."
Pain
Avoiding discomfort or loss.
Example: "Without the update, you'll lose security."
Hope
Expecting growth, improvement, or future reward.
Example: "Complete 10 exercises and earn a badge."
Fear
Apprehension of missing an opportunity or facing a threat.
Example: "Only 2 spots left!"
Acceptance
Desire to be part of a group, approval from others.
Example: "1,200 people have already started."
Rejection
Fear of being excluded, judged, or misunderstood.
Example: "All your colleagues have joined the discussion, but you haven't."
Ability
This refers to how easy it is to act right here, right now. It depends on the factors listed below. The lower the cost for each point, the higher the Ability and the easier it is to cross the Action Line.
Prompt (Trigger)
Don't confuse this with AI prompts! Here, a Prompt is simply a trigger: a signal that encourages action. It has no relation to "requests for ChatGPT."
If both Motivation and Ability are low, a trigger won't work. Start by addressing those first.
Action Line
Don't confuse this with AI prompts! Here, a Prompt is simply a trigger: a signal that encourages action. It has no relation to "requests for ChatGPT."
If both Motivation and Ability are low, a trigger won't work. Start by addressing those first.
You've made it past the halfway point 60% of the guide is now behind you! That's a huge accomplishment. And yes, you've probably lost focus more than once and caught yourself wondering, "How much more?
But ahead are more complex frameworks that build upon each other. They'll show you why even a seemingly perfect interface might not work and, more importantly, what you can do about it.
Take a quick break now: stand up, stretch your shoulders, and top off your tea.
Consider this: What insights have you gained that you can apply right now?
And we'll continue…
While the Fogg Behavior Model is primarily focused on a specific screen or action, the next model dives into strategy. It will help you understand the deeper barriers that prevent action.
