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  • Wilma Hartenfels

Tip 43: Understand behavioural design

'Make them feel shine.' BJ Fogg


Last week, I attended an inspiring event led by the great Ina Weinbauer-Heidel in which she talked about the design principles for driving behaviour based on the work of BJ Fogg. They are used in Marketing to make people buy what they don't need but they can as well be leveraged by training designers to support sustainable behavioural change after training.


How do these design principles look like?


  1. Design for habits: Make sure to build your training design along the tiny little habits that make up the skills which the participants are supposed to display after training.

  2. Design for simplicity: Identify where they biggest barrier for changing behaviours is (e.g. no time to apply) and then think about how to make it very easy for them in this aspect (e.g. ask them to apply what they have learned only 2 minutes a day).

  3. Design for prompts: Ask participants to tie their new behaviour to internal prompts which means tying them to already established routines (e.g. doing sports always after having had the regular morning coffee)

  4. Design for emotions: Make sure that participants relate to the new behaviour only in a positive way (e.g. by giving them a lot of positive reinforcement during and after training and by helping them to see the bigger meaning & contribution of their behavioural change).


Which concrete steps can you take from this to enhance your own learning or training designs?





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