fogg-behavior-model（雾行为模型）

Fogg Behavior Model - B = MAP

The Fogg Behavior Model explains that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt. When a behavior does not occur, at least one of these elements is missing.

When to Use This Skill

• Designing onboarding and activation flows
• Improving conversion rates
• Building habit-forming products
• Increasing feature adoption
• Understanding why users drop off
• Planning behavior change interventions

The B = MAP Formula

┌─────────────────────────────────────────────────────────────────┐
│                    BEHAVIOR = MAP                                │
│                                                                  │
│    Behavior happens when Motivation, Ability, and Prompt        │
│    come together at the SAME MOMENT.                            │
│                                                                  │
│    When behavior doesn't happen → at least one is missing.      │
└─────────────────────────────────────────────────────────────────┘

    High  │                    ·····
    M     │              ·····     Behavior
    o     │        ·····           Happens
    t     │   ·····                Here
    i     │····─────────────────────────────
    v     │   Action Line
    a     │
    t     │        Behavior
    i     │        Fails
    o     │        Here
    n     │
    Low   └─────────────────────────────────────
              Hard ←── Ability ──→ Easy

    Prompts only work above the Action Line.

The Three Elements

1. Motivation

What drives the user to act?

Motivation Sources:

Core Motivators (Fogg):
├── Pleasure / Pain
├── Hope / Fear
└── Social Acceptance / Rejection

Additional Drivers:
├── Intrinsic interest
├── Personal goals
├── External rewards
└── Social pressure

2. Ability

How easy is it to do?

Ability Factors (Fogg):

Simplicity Chain (weakest link determines ability):
├── Time: How long does it take?
├── Money: How much does it cost?
├── Physical effort: How hard physically?
├── Mental effort: How much thinking?
├── Social deviance: How weird is it?
└── Non-routine: How different from habits?

Ability = Inverse of the HARDEST factor

3. Prompt

What triggers action at the right moment?

Prompt Types:

Spark (High Ability, Low Motivation):
├── Inspires and motivates
├── Appeals to emotions
└── Example: "Your friends are waiting"

Facilitator (High Motivation, Low Ability):
├── Makes action easier
├── Reduces friction
└── Example: "One-click purchase"

Signal (High Motivation, High Ability):
├── Simple reminder
├── Just needs timing
└── Example: "Time to check in"

Behavior Diagnosis Framework

Step 1: Define Target Behavior

Be specific about what you want users to do:

Behavior Definition:

❌ Vague: "Use the app more"
✅ Specific: "Complete a 5-minute workout daily"

Components:
├── Who: [Target user segment]
├── What: [Specific action]
├── When: [Timing/context]
└── How often: [Frequency]

Step 2: Diagnose Missing Element

Diagnosis Tree:

Is the user doing the behavior?
│
├── NO → Diagnose which element is missing:
│   │
│   ├── Do they WANT to do it?
│   │   ├── NO → Motivation problem
│   │   └── YES → Continue
│   │
│   ├── CAN they easily do it?
│   │   ├── NO → Ability problem
│   │   └── YES → Continue
│   │
│   └── Are they PROMPTED at the right moment?
│       ├── NO → Prompt problem
│       └── YES → Re-examine all three
│
└── YES → Behavior successful

Step 3: Design Intervention

Output Template

After completing analysis, document as:

## Behavior Design Analysis

**Target Behavior:** [Specific behavior]

**User Segment:** [Who]

**Date:** [Date]

### Current State

| Element    | Score (1-5) | Evidence              |
| ---------- | ----------- | --------------------- |
| Motivation | [Score]     | [What indicates this] |
| Ability    | [Score]     | [What indicates this] |
| Prompt     | [Score]     | [What indicates this] |

### Ability Breakdown

| Factor   | Current State | Bottleneck? |
| -------- | ------------- | ----------- |
| Time     | [Assessment]  | Yes/No      |
| Money    | [Assessment]  | Yes/No      |
| Physical | [Assessment]  | Yes/No      |
| Mental   | [Assessment]  | Yes/No      |
| Social   | [Assessment]  | Yes/No      |
| Routine  | [Assessment]  | Yes/No      |

### Diagnosis

**Primary Issue:** [Motivation/Ability/Prompt]

**Root Cause:** [Specific reason]

### Intervention Design

| Priority | Change            | Element | Expected Impact      |
| -------- | ----------------- | ------- | -------------------- |
| 1        | [Specific change] | [M/A/P] | [Measurable outcome] |
| 2        | [Specific change] | [M/A/P] | [Measurable outcome] |

### Success Metrics

| Metric          | Current | Target | Timeline |
| --------------- | ------- | ------ | -------- |
| [Behavior rate] | X%      | Y%     | [Time]   |

Real-World Examples

Example 1: Daily Exercise Habit

Target Behavior: Do a 20-minute workout daily

Motivation:
├── Want to get fit ✓
├── Feel better ✓
└── Score: 4/5 (High)

Ability:
├── Time: 20 min → Could be less
├── Physical: Moderate effort
├── Mental: Need to decide what to do
├── Routine: Not part of current habits
└── Score: 2/5 (Low - bottleneck)

Prompt:
├── No consistent trigger
└── Score: 2/5 (Low)

Interventions:
├── Ability: Reduce to 5-minute starter routine
├── Ability: Pre-select workout (no decisions)
├── Prompt: Phone alarm + clothes laid out
└── Routine: Anchor to morning coffee

Example 2: Feature Adoption (SaaS)

Target Behavior: Use new collaboration feature

Motivation:
├── Users don't see value yet
└── Score: 2/5 (Low - problem)

Ability:
├── Feature is buried in menu
├── Requires 4 clicks to access
└── Score: 2/5 (Low - problem)

Prompt:
├── One email announcement sent
└── Score: 1/5 (Very low)

Interventions:
├── Motivation: Show social proof ("Teams save 2hrs/week")
├── Ability: Add one-click access from dashboard
├── Ability: Pre-configure with defaults
├── Prompt: In-app tooltip at relevant moment
└── Prompt: Contextual suggestion during related tasks

Example 3: Newsletter Signup

Target Behavior: Subscribe to weekly newsletter

Motivation:
├── Valuable content promised
├── Social proof: "10,000 subscribers"
└── Score: 3/5 (Medium)

Ability:
├── Email only (simple)
├── One field
└── Score: 5/5 (High)

Prompt:
├── Popup after 30 seconds
├── User often not ready yet
└── Score: 2/5 (Wrong timing)

Intervention:
├── Prompt: Move to end of valuable article
├── Prompt: "Want more like this?"
└── Context: After user received value

Design Principles

Start with Ability

Why Ability First:

Motivation:
├── Hard to change
├── Often outside your control
└── Fluctuates over time

Ability:
├── Directly designable
├── Permanent once improved
└── Helps when motivation dips

"Make it so easy they can't say no."

Right Prompt, Right Moment

Prompt Timing:

Too Early:
├── User not ready
├── Creates annoyance
└── Wasted impression

Too Late:
├── Moment passed
├── Motivation cooled
└── Friction accumulated

Just Right:
├── High motivation moment
├── Ability is present
└── Action is natural next step

Tiny Habits Approach

BJ Fogg's Tiny Habits:

1. Make it TINY
   └── Smallest possible version of behavior

2. Find the right ANCHOR
   └── Existing habit to attach to

3. Celebrate IMMEDIATELY
   └── Positive emotion reinforces

Formula: "After I [ANCHOR], I will [TINY BEHAVIOR]"

Example: "After I pour my coffee, I will do 2 pushups"

Behavior Types

Integration with Other Methods

Quick Reference

B = MAP CHECKLIST

Motivation Boosters:
□ Clear value proposition
□ Social proof present
□ Loss framing considered
□ Personalized relevance
□ Emotional connection

Ability Enhancers:
□ Minimum steps possible
□ Smart defaults set
□ No unnecessary fields
□ Mobile-friendly
□ Fits existing routines

Prompt Optimization:
□ Right type for situation
□ Appears at right moment
□ Clear call to action
□ Not interruptive
□ Contextually relevant

Resources

• BJ Fogg's Behavior Model
• Tiny Habits - BJ Fogg
• Hooked - Nir Eyal
• Atomic Habits - James Clear