Encouraging behavioral change in apps

Apps play a major role in our everyday lives. In fact, 94% of smartphone users engage with at least one app every day. Apps constantly influence our behavior: they encourage us to move, learn, communicate, and improve our health. Sometimes subtly, sometimes very directly. But how can developers and designers consciously and positively influence behavior in a way that genuinely helps people? In this blog, we’ll briefly cover the basics of behavioral change and how it can be applied to digital products.

What is behavioral change?

Behavior change focuses on encouraging or supporting specific desired actions, often through psychological triggers or design techniques. Apps play an active role in this process. They don’t just present information, they guide users step by step toward the desired behavior. A great example is Duolingo: instead of simply letting you practice vocabulary, the app uses rewards and friendly reminders to help you to turn language learning into a daily habit.

While User Experience (UX) focuses on creating convenience and a seamless experience for users, the goal of behavioral change is to foster unconscious behaviors that persist over the long term.

When developing digital products, we therefore don’t just look at functionality or interface. We also analyze how behavior can be encouraged, through small choices, habits, and routines that shape how someone interacts with the product. The result? A product that not only works well but also naturally fits the user’s behavior, making it more likely to be used frequently, consistently, and with more satisfaction.

The COM-B Model

To understand what “behavior” truly means, we need to go back to the basics. One of the most important models in behavior change theory is the COM-B model by behavioral scientist Susan Michie. COM-B stands for Capability, Opportunity, and Motivation, which together lead to Behavior. The model states that desired behavior only occurs when all three elements are present. In other words, a person must:

• Have the psychological and/or physical capability to perform the behavior
• Have the social and/or physical opportunity to perform the behavior
• Have the reflective (conscious) and/or automatic (unconscious) motivation to perform the behavior

From theory to practice

With the COM-B model in mind, we can translate theory into practice. The following steps can help define and implement concrete actions to encourage desired behavior:

• Step 1: Define the desired behavior. What behavior is currently missing, and what do you want to encourage within your target audience?
• Step 2: Assess the current level of capability, opportunity, and motivation related to this behavior, and identify shortcomings. By thoroughly understanding your audience, you can pinpoint where users need extra guidance.
• Step 3: Once you identify which elements need reinforcement, you can implement intervention methods. These practical techniques influence one or more behavioral aspects.

Below is a table of nine intervention methods with descriptions of how behavior can be influenced.

Designing for motivation

When designing digital products, the COM-B model helps identify where users get stuck and which design choices can drive change. A great example of how we applied these techniques at Harborn is the Vaksterk platform, a project for the technical installation sector focused on encouraging growth and professional development.

The platform aims to encourage professionals to regularly upskill through learning modules, helping them stay motivated and engaged. This is crucial, as roughly 50% of workers in the industry leave within two years.

Here are some of the intervention methods we used in the platform:

• Training – The app includes interactive modules with realistic simulations. Users learn how to handle specific on-the-job scenarios in a practical and safe way.
• Incentivisation – Users earn points for completing modules and activities, which they can use to personalize their profile.
• Environmental restructuring – The app includes a group feature where users can connect and share learning modules. This fosters knowledge sharing and community.

These methods support psychological capability, reflective motivation, and social opportunity. When combined, these factors drive the desired behavior of continuous learning and engagement.

Ethical considerations in behavioral change

One aspect often overlooked in product development is ethics. Behavioral change involves influencing people in psychological, often unconscious ways. This makes it crucial for designers and developers to consider the impact of every choice they make. Key principles include:

• Ensuring the behavior you encourage adds real value to the user;
• Continuously measuring and optimizing based on data and user feedback;
• Prioritizing ethics by influencing behavior in a way that helps, not manipulates.

By following these principles, you can create digital products that not only effectively guide behavior but also provide genuine value. The result is a product that fits seamlessly into users’ lives, enhances their skills, and motivates them in a supportive way. Solutions that don’t just work, but truly make a difference.