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What is behavior design?

Behavior design is a discipline that studies the components that cause any individual behavior to occur. The Stanford behavior design lab builds upon The Fogg Behavior Model created by Dr. BJ Fogg.

The Behavior Design Lab at Stanford conducts research, shares insights, and creates practical solutions to help people become happier and healthier.

What we do

Ten years ago, our Stanford research team coined the phrase "Behavior Design" while creating the Behavior Wizard project and 15 guides about behavior change.

Today, after ten years of research and innovation, Behavior Design offers a comprehensive set of models and methods based on the work of Dr. BJ Fogg to create solutions for changing human behavior.


The Behavior Design Lab is a research lab within H-STAR. H-STAR focuses on advancing the human sciences, often in the context of their application to the design and uses of information technology and their influences on people, with a particular emphasis on education and learning. H-STAR programs conduct research at the intersection of human sciences and information technology in the areas of learning, mobility, collaboration, entertainment and commerce.