Behavioral Psychology for Habit-Forming Digital Product Design: BJ Fogg’s Behavior Model vs. Nir Eyal’s Hooked Method
I am a fitness fanatic. I start most of my days with meditation and a variety of workouts. I use different fitness app subscriptions. These subscriptions are worth paying for if you build a continuous habit of using them and make the most of them (perhaps comparing the different apps is a topic for a future post).
Understanding user behavior and creating engaging, compelling experiences is crucial for habit formation in digital product design. Two popular frameworks can be the go-to tools for designers and product managers: BJ Fogg's Behavior Model and Nir Eyal's Hooked Model. While both aim to influence user behavior, they approach the challenge from different angles. Let's dive into these models and see how they can influence digital product design.
BJ Fogg's Behavior Model
The Fogg behavior model focuses on three key elements: Motivation, Ability, and Prompt. For a behavior to occur, a user must:
Have sufficient motivation
Have the ability to perform the action
Be prompted at the right moment
In digital product design, this translates to:
Creating clear value propositions (Motivation),
Simplifying user interfaces and processes (Ability),
Implementing well-timed notifications or cues (Prompt).
Example, A fitness app might use Fogg's model:
Highlighting health benefits and social recognition (Motivation)
Offering easy-to-follow workout routines for various fitness levels (Ability)
Sending daily reminders to exercise (Prompt)
Nir Eyal's Hooked Model
Eyal's model focuses on creating habit-forming products through a four-step cycle:
Trigger (internal or external cue to action)
Action (the behavior done in anticipation of a reward)
Variable Reward (reinforcement of the behavior)
Investment (user puts something into the product, increasing the likelihood of returning)
In digital product design, this could mean:
Implementing a notification system (Trigger)
Designing an intuitive interface for quick actions (Action)
Creating a dynamic content feed or gamification elements (Variable Reward)
Allowing users to customize their experience or create content (Investment)
Example: A weight-loss app might apply the Hooked Model by:
Sending notifications about logging food/water intake (Trigger)
Making it easy to search and add common foods or workouts (Action)
Showing weight loss progress and giving the ability to share on social media (Variable Reward)
Encouraging users to educate themselves and read about different foods and their caloric value in bite-size information. (Investment)
Comparing the Models
While both models aim to influence behavior, they differ in several key aspects:
Focus:
Fogg's model is more general and applies to one-time actions or general behavior changes.
Eyal's model specifically targets habit formation and repeated engagement.
Timeframe:
Fogg's model looks at behavior in a single moment.
Eyal's model considers the entire user journey and repeated interactions.
Complexity:
Fogg's model is simpler and straightforward to apply.
Eyal's model involves more steps and considers long-term user engagement.
Choosing the Right Model
When deciding which model to use in your digital product design, consider the following:
Your product goals: Are you aiming for habit formation or general behavior change?
User interaction frequency: Does your product require daily engagement or occasional use?
Ethical implications:
Resources: Do you have the capacity to implement a more complex, long-term engagement strategy?
Both these models offer valuable insights for digital product managers and designers. Consider how your product and design choices can use behavior psychology to encourage positive behavior change and user well-being. While Fogg's model provides a straightforward framework for encouraging specific behaviors, Eyal's model offers a more comprehensive approach to building habit-forming products. Product managers and designers can create more engaging and effective digital experiences by understanding and thoughtfully applying these models.
References:
BJ Fogg’s Behavior Model - https://behaviormodel.org/
How to change behavior by Nir Eyal - https://www.nirandfar.com/how-to-design-behavior/
