BJ Fogg's Behavior Grid

Behavior Change Strategies

BJ Fogg's Behavior Grid classifies behaviors along two dimensions: duration (one-time, period, permanent) and type (new behavior, familiar behavior, increase/decrease/stop behavior).

This creates a 15-cell grid that helps designers identify exactly what type of behavior change they're targeting — each requiring different strategies.

Why it matters: "Get users to exercise" is too vague. "Get users to start a new daily habit" is specific enough to design for.

Quiz

Pass: 3/3 correct

1. The Behavior Grid classifies behaviors along which two dimensions?

2. A 'Green Path' behavior refers to:

3. Duolingo (building a daily learning habit) is an example of which grid cell?

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