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description: Diagnose why users are not taking a desired action using the B=MAP behavior model
---

# Fogg Behavior Model

Behavior happens when Motivation, Ability, and a Prompt converge at the same moment: B = MAP.

## Steps

1. Define the **target behavior** you want users to perform
2. Assess **Motivation** -- is the user motivated enough? (pleasure/pain, hope/fear, belonging/rejection)
3. Assess **Ability** -- is it easy enough? Audit time, money, effort, cognitive load, and social deviance
4. Assess **Prompt** -- is there a well-timed trigger? Check if it is noticeable and actionable
5. Identify which factor is the bottleneck (low motivation, low ability, or missing prompt)
6. Design interventions for the bottleneck -- simplify, motivate, or add prompts

## Output Format

**Target behavior:** [What you want users to do]

| Factor | Current State | Bottleneck? | Intervention |
|--------|-------------|------------|-------------|
| Motivation | [H/M/L] | [Yes/No] | [Action] |
| Ability | [H/M/L] | [Yes/No] | [Action] |
| Prompt | [Present/Absent] | [Yes/No] | [Action] |

**Primary fix:** [Simplify / Motivate / Prompt]