Day#282: Fogg behavior model

Day#282: Fogg behavior model

Hey Uxers! Today I want to discuss the Fogg Behavior Model, you can click here if you want to find out about the history of the theory and the man himself who invented the theory.

I just saw that BJ Fogg also hosts Boot camps in his material how interesting it will be around $4000, so don’t get your hopes up on attending unless you have that kind of cash lying around. This theory is important in relation to UX because it helps us understand User behavior and the ways that we can perhaps change some categories. BJ Fogg splits human behavior into three categories, namely Behavior, Ability and Motivation.

Behaviour

This is the category that can be changed with various mechanisms like repetition, think following users using cookies and then re advertising them on content they have searched. Or as simple as users being sent mailers and other comms that you know they are interested. I say specifically tailor made mailers because nothing is more pointless than a generic mailer, it can work in certain situations like for example FlySAfair does cheap flights but that is something holistic that attracts their entire clientele. Sending me advertising on dinnerware and I don’t know umm curtains etc would just be a waste of time.

Basically behavior can be changed with repetition, it can also be altered if it appeals to the customer in a specific way check out my post here on the different parts of the brain if you want to understand how to convince people to commit in relation to the different parts of our brain.

Ability

Here is where it ties into the realistic logical side of the user, for example how close is the store to them. Can they make a purchase fairly easily on the store. Do they know how to make a purchase, find out about shipping etc? If the ability to get their task done is too complicated this is where a lot of users will leave, this is where the amount of options comes in. If a user has a lot of options when it comes to your product, then it is all the more important for the ability to commit to your product to be very easy. I shop for very niche items, so sometimes I settle on a mediocre experience because I know I wont find it elsewhere very easily, the bottom line is know your user and even if you are a niche, make it as easy for the user to commit to your product as you can.

Motivation

This is the hardest one to crack from a UX perspective, it refers to the users internal motivation on something. In relation to UX it could be; does the user have the drive to use your product. In life it could refer to does the person have the drive to lose weight and go on that diet, do they have the drive for success in their lives and want to work hard to achieve it. To be honest I have not cracked the UX process for hitting ones inner motivation yet, it would depend on each product and service, as well as a lot of other factors. I also look at these characteristics and how they can affect other decisions in my life. For example when I buy groceries and decide to go to the closest Woolworths by my house, instead of going the distance and finding a cheaper Food Lovers market that has more variety on fresh produce. It really depends what the variables are that make up each category for your users, but it is certainly something to take into account the next time you are pondering about user behavior, happy researching until next time Uxers.. Oh before you go check out the video on The Fogg Behavior Model below, it gives some great insights. I love learning by video, so you can bet I watched this before doing this post.

Bye for now!


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