Fogg Behavior Model & 2025 Tech Applications

A Brief Dive into the Fogg Behavior Model

I recently spent some time reading BJ Fogg’s work on behavior design, specifically his Fogg Behavior Model (FBM). It’s a simple yet powerful framework that explains how human behavior is driven by three key factors: Motivation, Ability, and Triggers. If all three align at the same moment, the behavior happens. If one is missing, it doesn’t.
While Fogg’s model has been around for a while, what struck me is how relevant it is today—especially in a world increasingly shaped by AI, social media, and automation. I wanted to share some insights on how FBM plays out in 2025’s tech landscape and what we can learn from it.

Breaking Down the Model

1. Motivation: Do Users Care Enough?

Motivation is what drives people to act. Fogg categorizes motivation into three dimensions:

• Pleasure vs. Pain
• Hope vs. Fear
• Social Acceptance vs. Rejection

2. Ability: Is It Easy Enough?

If something is too hard, people won’t do it—even if they’re motivated. Ability comes down to simplicity. The easier an action is, the more likely people are to follow through. Factors like time, money, effort, and mental energy all play a role here.

Fogg defines six elements of simplicity that determine whether a behavior feels easy to do:

• Time – If an action takes too long, people are less likely to do it.
• Money – If it’s costly, it creates friction for users.
• Physical Effort – Actions that require significant exertion are avoided.
• Cognitive Effort (Brain Cycles) – Complex thinking and decision-making reduce the likelihood of action.
• Social Deviance – If a behavior goes against social norms, people may resist it.
• Non-Routine – If something is unfamiliar or doesn’t fit into a habit, it may feel difficult.

For designers and product creators, reducing barriers in these areas significantly increases the likelihood of users performing a behavior.

3. Triggers: What’s the Nudge?

Even when motivation and ability are high, a behavior still needs a trigger. Triggers can be:

• Sparks (motivational nudges, like urgent notifications)
• Facilitators (making the action easier, like auto-fill in forms)
• Signals (reminders, like a daily step goal notification)

2025 Tech Examples of FBM in Action

1. AI-Powered Health Apps (Motivation + Ability + Triggers)

Apps like Apple Health and Google Fit have evolved beyond tracking steps. They now use real-time AI coaching to motivate users (Hope vs. Fear: “Stay healthy to avoid chronic diseases”), simplify workouts (quick, adaptive exercises), and trigger action (smart reminders based on habits).

2. Autonomous Vehicles & Ridesharing (Reducing Ability Barriers)

Self-driving taxis are here, and they’ve removed a huge ability barrier—driving itself! Even people with low motivation to drive can now summon a car effortlessly through voice commands or wearables.

3. AI-Generated Content & Productivity Tools

GPT-powered assistants and tools like Notion AI are removing friction in writing, brainstorming, and summarizing information. The trigger? A simple notification that asks, “Want to turn this outline into a full draft?”—right when you’re thinking about it.

4. Social Media & Short-Form Content (Strong Triggers)

Platforms like TikTok and Instagram Reels perfectly execute FBM. They:

• Trigger users with push notifications (“Your friend just posted!”)
• Lower ability barriers (just scroll to consume content, no effort required)
• Leverage motivation (social acceptance: fear of missing out, pleasure of entertainment)

5. Smart Homes & Voice Assistants (Effortless Triggers)

Alexa and Google Home have reached a point where they can predict user needs and trigger actions autonomously (e.g., lowering lights when bedtime approaches). No effort, no manual activation—just behavior happening naturally.

Key Takeaways

1. Simplification Wins – The easier something is, the more likely people are to do it. Reducing friction beats increasing motivation.
2. Triggers Must Be Well-Timed – Even if motivation and ability are there, behavior won’t happen without the right nudge.
3. AI & Automation Are Mastering FBM – Many 2025 technologies predict when users are ready to take action and nudge them at the perfect moment.

Final Thoughts

Fogg’s model provides an insanely useful lens to analyze why people do or don’t take action. If you’re designing anything—an app, a habit system, or even your daily routine—keeping these three factors in mind can dramatically increase success.

Would love to hear your thoughts: Where do you see FBM at play in today’s tech? Drop a comment!