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Fogg Behavior Model: Action Design DC, 17 March 13

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My Action Design DC presentation covering BJ Fogg's Behavior Model and Behavior Grid.

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Fogg Behavior Model: Action Design DC, 17 March 13

  1. 1. Fogg’s Behavior Model Steve Wendel Action Design DC, 19 March 2013
  2. 2. Behavior Model: Basics What drives intentional behavior? Motivation I need to do a conference call + Ability I have my Speek URL + Trigger Just told to setup meeting All 3 at once. Not necessarily in equal measure.
  3. 3. Behavior Model: Basics To 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.
  4. 4. Behavior Model: Change How do you change intentional behavior? If you want to START a behavior: Ensure there’s a trigger. If necessary, Ability, If absolutely necessary, Motivation.
  5. 5. Behavior Model: Mantra “Put hot triggers in the path of motivated people”
  6. 6. Behavior Model And if that isn’t enough? Start with something easier. What’s easier? Things that people already do. Things that are short duration.
  7. 7. Don’t Do This.
  8. 8. Behavior Grid To 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
  9. 9. Behavior Grid Each 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
  10. 10. Tiny Habits • Start Small. Really, really small. • Specific duration. • Simplest physical action. • Floss a single tooth for 5 days. • http://www.tinyhabits.com/
  11. 11. 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/

Editor's Notes

  • First, let’s think about answering the phone. A common example Fogg uses, and there is a video about this on his site, Do you answer the phone when it’s not ringing? No. You only answer when triggered – when it rings.So, your phone rings. Why wouldn’t you answer? You’re in a meeting. That’s ability.You don’t like the person who’s calling. That’s motivation.You need to have all three, at the same time to act.
  • First, let’s think about answering the phone. A common example Fogg uses, and there is a video about this on his site, Do you answer the phone when it’s not ringing? No. You only answer when triggered – when it rings.So, your phone rings. Why wouldn’t you answer? You’re in a meeting. That’s ability.You don’t like the person who’s calling. That’s motivation.You need to have all three, at the same time to act.
  • So, if that is how people act, how do products change how they act? And how can products do it more effectively? You apply the same model, to ensure that people are over the line. In most cases, MOTIVATION is already there. And Fogg is very skeptical about boosting motivation artificially. But, it may be “hard” and the product can fix that – making it cost less, take less time, etc. But first, make sure you’re actually triggering action – like Danny’s examples.
  •  hot trigger is a call to action that youcan act on right away
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