1. SapientGovernmentServices
Digital Persuasion and Behavior Change
Dr. David Nickelson, Director, Digital Strategy
Rachel Weatherly, Manager, Marketing, Strategy & Analysis

2. 2
• How do we persuade?
• Optimizing persuasion
• Bridging the Gap
• Model in Action
• Next Steps
• Q & A
Agenda

3. How do we persuade?
01

4. 4
How do we persuade?
Message Vehicles
• Websites
• Mobile Apps
• Online Ads
• Wearables
• Video Games
• Radio
• Paper
• Graffiti
Influence
Techniques
• Educating
• Advocating
• Persuading
• Recruiting
• Coaching
• Selling
• Seducing
• Coercing

5. Optimizing Persuasion
2 Models Set the Stage
02

6. 6
Fogg Behavior Model
With the right amount of MOTIVATION and
ABILITY, the audience is more receptive to
TRIGGERS that suggest a BEHAVIOR.
Where there is enough MOTIVATION and
ABILITY for a TRIGGER to succeed is the
ACTION LINE.
The catch? All three must be present at the
same time to achieve success.
Motivation Meets Ability
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Motivation
Ability
Behavior = Motivation + Ability +

7. 7
When the stars align, we
can increase the odds of
success by designing
better TRIGGERS.
What happens when the
stars don’t align?
Aligning the Stars
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Motivation
Ability
Triggers succeed here
Triggers fail here

8. 8
Increase MOTIVATION
using behavioral science
and marketing.
Getting Across the Action Line
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Motivation
Ability
BehavioralScience
andMarketing

9. 9
Increase ABILITY through
user experiences that
encourage capability and
build confidence.
Getting Across the Action Line
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Motivation
Ability
Interactive Design
BehavioralScience
andMarketing

10. 10
Cugelman adds that
Persuasive Design covers
the remaining area, using
technology to deliver
TRIGGERS that cause
behaviors.
Getting Across the Action Line
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Motivation
Ability
Interactive Design
BehavioralScience
andMarketing
Persuasive Design

11. 11
Cugleman applies persuasive design across 8 domains to improve TRIGGERS.
8 Domains of Influence
8. SOCIAL AND PHYSICAL CONTEXT
3. MEDIA
2. SOURCE
MESSAGE
7. AUDIENCE
FEEDBACK
1. SOURCE 5. AUDIENCE
4. MESSAGE
EXPRESSION
4. MESSAGE
INTERPRETATION
6. FEEDBACK
INTERPRETATION
6. FEEDBACK
EXPRESSION
Digital Behavior Change Toolkit, ©2015 Brian Cugelman, alterspark.com

12. 12
• Very thorough, but
academic
• 76 discreet elements
across 8 domains
• Generates lots of data
points, but no structure
for synthesizing
Cugelman’s Model
It’s a good start,
but doesn’t go far
enough.

13. 13
Another Perspective
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
People already
across the ACTION
LINE only need a
TRIGGER
FACILITATOR
(High motivation,
low ability)
SIGNAL
(High motivation,
high ability)
SPARK
(Low motivation,
high ability)
Behavioral Science,
Marketing, and UX can
move many people
across the line.

14. 14
Another Perspective
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
People already
across the ACTION
LINE only need a
TRIGGER
FACILITATOR
(High motivation,
low ability)
SIGNAL
(High motivation,
high ability)
SPARK
(Low motivation,
low ability)
Behavioral Science,
Marketing, and UX can
move many people
across the line.
THE GAP:
Alone, Behavioral Science and
Marketing, nor UX can push
someone across this gap.

15. 15
Persuasive Optimization
draws on behavioral
science, marketing, visual
design, and user
experience to amplify the
effects of all.
Bridging the Gap
Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org
Motivation
Ability

16. Influence and Relationships
Bridging the Gap
03

17. 17
When Relationships Are Strong, Influence Is Strong
Build
Relationships
Strengthen
Relationships
Amplify
Influence

18. 18
The Relationship Path
Exerting the right influence at the
right time in the relationship can
help the relationship progress.
But what’s the right influence?
Informed
Aware
Desiring
Confident
Intent
Acting
Maintaining
Relationship Progress
Influence
Reinforce
Reward
Call to Action
Support
Build Trust
Connect
Educate

19. 19
Amplify Influence
Strengthen Relationship
Build Relationship
Informed
Aware
Desiring
Confident
Intent
Acting
Maintaining
The Relationship Path
Relationship Progress
Influence
Reinforce
Reward
Call to Action
Support
Build Trust
Connect
Educate

20. 20

21. The Model in Action
04

22. 22
Before You Start
AUDIENCE ACTION

23. 23
Audit In Layers
Build
Aware
Educate
Informed
Connect
Desiring
Build Trust
Strengthen
Confident
Support
Intent
Call to
Action
Amplify
Acting
Reward
Maintaining
Reinforce

24. 24
• Establish the source’s identity.
• Build authenticity and credibility.
• Reflect the audience to create
familiarity and similarity.
• Appeal to users visually.
• Help the audience know you and
make them like you.
Build Relationship
Build
Aware
Educate
Informed
Connect
Desiring
Build Trust

25. 25
• Present opportunities for interaction.
• Create conversation and feedback
opportunities.
• Create touchpoints and opportunities for
reinforcement using goal setting and
commitments.
• Use reminders and prompts.
• Employ sequential gifts/requests.
• Lower personal barriers and friction.
Strengthen Relationship
Strengthen
Confident
Support
Intent
Call to Action

26. 26
• Make things easier with good IA, good UX,
and plain language.
• Engage multiple senses to make
experience more realistic.
• Collect data – responsibly – to allow for
targeting, segmenting, personalization,
tailoring, and timing.
• Frame messaging.
• Reinforce desired behaviors.
• Create sociological and psychological
context.
Amplify Influence
Amplify
Acting
Reward
Maintaining
Reinforce

27. Next Steps
05

28. 28
1.Model & materials posted to Vox early next
week
2.Follow-up with us if you have questions
3.Use the model to evaluate your digital assets
4.Send us feedback!
We Need Your Help

29. Questions?
David Nickelson
dnickelson@sapi
ent.com
703-908-2436
Rachel Weatherly
rweatherly@sapi
ent.com
571-283-3155