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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

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. 

BJ is the author of Persuasive Technology: Using Computers to Change What We Think and Do. He is the co-editor of Mobile Persuasion: 20 Perspectives on the Future of Behavior Change

To learn more and 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.