BJ Fogg’s Behavior Grid

The BJ Fogg Behavior Grid is a framework that helps UX designers, product managers, and marketers understand and identify different types of behavior change. Created by Stanford University professor B.J. Fogg, the grid consists of 15 behavior types based on the combination of three dimensions: Duration, Frequency, and Intensity.

Duration

• One-time behaviors: These are behaviors that happen only once (e.g., signing up for an account).
• Short-term behaviors: Behaviors that take place for a limited period of time (e.g., using a trial version of a product).
• Long-term behaviors: Behaviors that are ongoing or happen repeatedly over a considerable time (e.g., continued use of a product).

Frequency

• Single-instance behaviors: Behaviors that occur only one time per occasion (e.g., entering a password once to log in)
• Infrequent behaviors: Behaviors that do not happen regularly or happen sporadically (e.g., posting on social media once a week)
• Frequent behaviors: Behaviors that happen on a consistent and regular basis (e.g., checking email multiple times a day)

Intensity

• Low-stakes behaviors: Behaviors that have little impact or are considered less important (e.g., choosing a profile picture)
• Medium-stakes behaviors: Behaviors that have moderate importance or impact (e.g., deciding how much personal information to share)
• High-stakes behaviors: Behaviors that have significant impact on the user’s experience or perception of the product (e.g., making a purchase or canceling a subscription)

Using this grid, designers can classify user behaviors into different types and tailor their UX design strategies to target the specific behavior they want to encourage, change, or eliminate. Additionally, the Behavior Grid can be used to analyze and understand user motivations, triggers, and barriers, enabling designers to create more effective behavior change interventions.