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About Us

What we do 

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

We are part of the Stanford Graduate School of Education and H-STAR

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.


BJ Fogg, PhD

Headshot photo of BJ Fogg, PhD Director of the Stanford Behavior Design Labv

Dr. BJ Fogg founded the Behavior Design Lab at Stanford University, where he directs research and innovation. In addition, he teaches industry innovators how to use his models and methods in Behavior Design. The purpose of his research and teaching is to help millions of people improve their lives. 

At Stanford, BJ was an appointed Lecturer and Consulting Assistant Professor in the Department of Computer Science, where he taught classes from 1997 - 2014. He has also been a Lecturer and  Social Science Research Scholar at the Graduate School of Education from 2001 to the present.

BJ’s research and innovation has been cited over 20,000 times, 2,500 times since 2019, and and over 9,000 times since 2015. 

BJ wrote a seminal book, Persuasive Technology: Using Computers to Change What We Think and Do, about how computers can be designed to influence attitudes and behaviors. That book, together with his early innovations, inspired an annual global academic conference on the topic. 

Heralded as a thought leader in helping people use mobile for good, BJ first focused his efforts on health behaviors. From 2007 to 2012, BJ annually brought together academics, government agencies, mobile vendors, and private sector health organizations for conferences and workshops to share insights, resources, and best practices. He is the co-editor of Mobile Persuasion: 20 Perspectives on the Future of Behavior Change. Fortune Magazine named BJ a “New Guru You Should Know” for his insights about mobile and social networks.

BJ’s Stanford students have gone on to co-found Instagram, as well as launch a global movement focusing on “time well spent” and the Center for Humane Technology.

BJ is the New York Times bestselling author of Tiny Habits.

To see more of BJ's work, go to



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.