The Fogg Behaviour Model
Researcher & Social scientist, Brian Fogg posits that there are three ingredients required to initiate any and all behaviors:
(1) The user must have sufficient
MOTIVATION.
(2) The user must have the ABILITY to complete the desired action.
(3) A TRIGGER must be present to activate the behavior.
The Fogg Behaviour Model is represented in the formula B = MAT, which represents that a given behavior will occur when motivation, ability, and a trigger are present at the same time and in sufficient degrees. If any component of this formula is missing or inadequate, the user will not cross the “Action Line” and the behavior will not occur.
Let’s walk through an example Fogg
uses to explain his model. Imagine a
time when your mobile phone rang but
you didn’t answer it. Why not?
Perhaps the phone was buried in a
bag and therefore difficult to reach. In
this case your inability to easily answer
the call inhibited the action. Your ability was limited.
Maybe you thought the caller was a
telemarketer or someone else you did
not want to speak to. Your lack of
motivation influenced you to ignore the
call.
It is possible that the call was important and within arm’s reach, but the
ringer on your phone was silenced.
Despite having both a strong motivation
and easy access to answer the call, it
was completely missed because you
never heard it ring—in other words, no
trigger was present.
Consider, these three elements as design or improve your product for your users/customers. How can you increase your create a product that your users can easily access & use?(Ability). How can you address a stronger pain point so that they desire your product more? (Motivation). How do you stay top of mind so that your users continue to use your product to solve their pain? (Trigger).
Talk to you in 2022. Merry Christmas & a very happy new year.