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Behavior Wizard

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Behavior Wizard 

The Behavior Wizard was created by our lab in 2009 as a method for matching target behaviors with solutions for achieving those behaviors. It is a systematic way of thinking about behavior change. The Behavior Wizard expands the Behavior Grid and the Fogg Behavior Model by combining our best work into one easy-to-use solution.

While the Behavior Wizard is a past project we are no longer updating, it is still a very popular one that we invite you to explore.

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The Fogg Behavior Grid outlines 15 types of behavior as defined by BJ Fogg. The grid describes the ways behavior can change. Its purpose is to help people think more clearly about behavior change.

Each of the 15 behaviors types uses different psychology strategies and persuasive techniques. For example, the methods for persuading people to buy a book online (Blue Dot Behavior) are different than getting people to quit smoking forever (Black Path Behavior).

With this framework, people can refer to specific behaviors like a "Purple Span Behavior" or a "Gray Path Behavior." For example one might say, "Screentime Genie focuses on encouraging Gray Path behaviors." These new terms give precision.

But this innovation goes beyond identifying the 15 types of behavior change and giving them clear names. The model also proposes that each behavior type has its own psychology. And this has practical value: Once you know how to achieve a Gray Path Behavior, you can use a similar strategy to achieve other Gray Path Behaviors (for example, getting people to watch less Netflix). In this way, the Behavior Grid can help designers and researchers work more effectively.

We felt that in the past, most designers and researchers guessed at solutions for changing behavior. And frankly we saw that most attempts failed. Rather than guessing at solutions, people who used our Resource Guides had clear guidance. The Behavior Wizard generated these Resource Guides, drawing on the ever-improving content our team created (it was like wikipedia for specific types of behavior change).

Please note that the Behavior Wizard and Behavior Guides were created in 2010 and we are no longer updating or selling them.

We invite you to check out our newest projects and resources on this site. But if you have a hankering to check out a specific behavior guide, email us ( and let us know in which guide you’re interested and why. We may be able to share a copy with you.