How often do you build something people say they want, only to watch them never use it? You might have the data showing where users drop off, but still no clue why. The marketing launch sounds great, yet users just don't seem to see the value. The result: lost time, money, and resources.
At PR_D_CT DAY 2025 in Ghent, Kaat Declerck, Behavior Design Director and co-founder of Human Eyes, presented a practical framework for making adoption predictable. Rather than guessing why features fail, she introduced the BJ Fogg Behavior Model as a science-backed lens for diagnosing and fixing adoption problems, complete with a real-world case study that produced a 7,300% usage increase in just three days.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
The BJ Fogg Behavior Model: Understanding Human Behavior First
Kaat's central argument is simple: to guide human behavior, you first need to understand it. She introduces the BJ Fogg Behavior Model, which states that behavior happens when three elements converge at the same moment: Motivation, Ability, and a Prompt. If any one of these is missing, the desired behavior will not occur.
