As a Product Manager, one of the biggest challenges we face is deciding which features to build next. In a fast-paced world where customer needs change rapidly and resources are finite, it’s easy to get lost in the weeds of what could be built instead of focusing on what should be built. Over the years, I’ve found the Fogg Behavioral Model to be an incredibly useful framework for prioritizing features and making sure the user experience is seamless and frictionless.
So, what’s the Fogg Behavioral Model, and why should you care?
At its core, this model focuses on three elements that drive behavior:
• Motivation (how much the user wants to do something)
• Ability (how easy it is for the user to do it)
• Triggers (something that nudges the user into action)
For a behavior to occur—whether it’s signing up for a service, completing a purchase, or simply exploring more features—all three of these factors need to be aligned. If even one of these elements is lacking, users are less likely to engage.
When it comes to designing features and prioritizing them, I rely heavily on this model, specifically focusing on ability—making things as easy and intuitive as possible for users. Here’s how I apply this model in my day-to-day work:
Step 1: Identify the Target Behavior
Before you even think about what features to build, ask yourself, “What behavior do I want users to engage in?” Is it making a purchase, creating an account, or perhaps completing a task like setting up a profile? This is crucial because clear behavior goals will set the foundation for everything that follows.
Let’s take the example of a mobile app. Suppose your goal is to get users to set up two-factor authentication (2FA). You know it’s important for security, but the motivation may not be high for users since it’s seen as an extra step. This is where ability becomes essential.
Step 2: Simplify the Ability
This is where I spend most of my energy. People will avoid tasks that seem too complex or time-consuming. When I’m working on a new feature, I constantly ask myself, “How easy is it for the user to do this?”
In the case of 2FA, if the process is cumbersome, requiring multiple steps and lots of manual input, you can be sure most users will skip it. To boost the ability side of things, you could make setting up 2FA just a few taps—perhaps with a simple one-click option to send a code to their phone, followed by auto-verification. The easier you make it, the more likely users will follow through. Apple achieved this perfectly when they implemented the 6 digit code to appear automatically for One Time Passcode. It left you in the same space, and required just one tap, versus having to go out of the app into your email or your messages to achieve this. Drives me nuts when companies send an OTP to email, they clearly don't know about Fogg!
I think back to many product features I’ve worked on where simplifying the user’s ability to complete a task led to much higher engagement rates. For instance, when we integrated Apple Pay at Arbonne, the goal was simple: reduce friction at checkout. By implementing a feature that users could activate with just a fingerprint or a click, we made the payment process faster and easier. Ability increased, and as a result, conversion rates shot up.
Step 3: Use Data to Identify Where Ability Breaks Down
One of the best things about digital products is that you can track user behavior down to the click. I always start by diving into the data to see where people are dropping off. Are users not completing a checkout? Not engaging with a specific feature?
For example, I once discovered that a significant number of users were abandoning their online loan applications halfway through the process. Why? The interface asked them for too much information upfront, and people simply didn’t have the patience for it. By analyzing this drop-off through heatmaps and behavioral analytics, we identified that reducing the number of initial fields and offering auto-fill options drastically improved completion rates.
Step 4: Create Clear Triggers
Even if your users are motivated and have the ability to act, they still need a trigger—something that prompts them to take action. This could be as simple as a push notification, an in-app message, or a friendly email reminder. Triggers need to be well-timed and relevant, though, because if the user isn’t in the right mindset or doesn’t care, they’ll ignore it.
When I’m prioritizing features, I think about triggers in terms of what fits naturally into the user’s journey. Do I need to remind them when they log in? Or would a nudge after a certain action be more effective?
Take, for example, a feature aimed at encouraging users to complete their profile. You don’t want to bombard them with prompts as soon as they log in. Instead, you can wait until they’ve engaged with a few features, and then subtly prompt them to complete their profile, highlighting the benefits they’ll get from doing so (like unlocking more personalized content or recommendations).
Step 5: Prioritize Based on “Ability” & Business Value
Once I’ve mapped out all the potential features or improvements, I prioritize them based on two things:
1. How much they simplify the user’s ability to complete a desired action.
2. The impact on business objectives (whether that’s increasing conversion rates, driving retention, or boosting engagement).
I typically start by asking, “Which feature will remove the most friction for the user?” Often, that’s the feature that’s going to make the biggest difference. Once we’ve made it easy for users, we can then focus on adding in extras that align with business goals—like increasing cross-sell opportunities or pushing users toward higher-value products.
Final Thoughts
Being an effective product manager isn’t just about building cool features. It’s about building features that actually get used and deliver value. The Fogg Behavioral Model has been instrumental in shaping how I approach feature design and prioritization because it helps me focus on what truly matters: making it easy for users to do what they already want to do.
By aligning motivation, ability, and triggers, you can deliver a seamless user experience that drives both engagement and business success. So, next time you’re debating which feature to prioritize, just remember—don’t make your users think too hard!
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