The Fogg Behavior Model, created by Dr. B.J. Fogg, is a respected framework within product design and user experience disciplines. It’s especially important for those designing digital platforms and applications.
This model breaks down the components of human behavior into three essential elements: Motivation, Ability, and Trigger. Each of these components plays a pivotal role in determining user engagement and ultimately the success of a product or service.
Motivation: This element refers to the user’s willingness to perform a certain action. According to Fogg, there are three core motivators that guide human behavior: sensation (pleasure/pain), anticipation (hope/fear), and belonging (social acceptance/rejection). These factors can be used in a product to engage and motivate users. For instance, the thrill of social recognition could be a powerful motivator to share content or achievements on social media platforms.
Ability: Ability refers to the user’s capacity to perform an action. When designing a product, it’s critical to ensure that users find it easy to interact with. This involves eliminating friction, reducing complexity, and guiding users through the process. For example, an app may have an intuitive interface and offer step-by-step guidance to help users navigate and accomplish tasks. Simplifying a user’s experience can help increase their ability to use your product, and in turn, improve overall engagement.
Trigger: The third component is the trigger, which prompts the user to perform the action. Triggers can be both internal (self-initiated) and external (prompted by the environment or the product). For instance, push notifications can act as external triggers to bring users back to an app or a service. In the context of your UberEats example, the prompt asking users to rate their meal serves as a trigger to further engage with the app.
When you combine these three elements effectively in your design, it results in a powerful mechanism that not only brings users to your product but also encourages them to stay and actively engage. Understanding this model can help you craft a more captivating and effective user experience. It’s a tool that every digital product designer should keep in their toolkit to deliver a more immersive and satisfying user journey.
