All posts in “behavior change”

Simplicity in persuasion

(Written as part of Fjord IxD writing, shared with Fjord IxD team)


Inspired by the Russian subway ticket machine that accepts 30 squats for a ride (thx Jesus for sharing), I wanted to talk about persuasive technology. While trying to figure out what to write, I found this video of B.J Fogg (who coined the term captology) in which he explains why simplicity matters when changing people’s behavior. It is very well thought out, and provides very useful frameworks when describing complex emotions. (could be a good reference for user journey).

(If you have less than 11 min 55 sec, see attached images for summary)