Inverted Behavior Model

Difficulty Level:

Method Overview

The Inverted Behavior Model in the Design Ethically Toolkit is an evaluative model, designed for industry teams to critically evaluate design features to reveal their associated user behaviors and consequences. 

Framework of ethics used:

Method Intentions:

Getting Started

You will need 

Materials: BJ Fogg’s Inverted Behavior Model, Sticky Notes, Whiteboard

Participants: Individual, Group

Steps (Design Ethically Toolkit):

  1. Start by listing the design features (prompts) that you want to focus on.
  2. Write out the potential motivations to use each design feature
  3. Describe the behaviors that follow each motivation and the goals to achieve them
  4. What are the potential consequences of these behaviors?

Further Reading

Design Ethically


Design Ethically Toolkit – Motivation Matrix

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