Motivation vs Ability: Which Should We Design For?
Designing for behaviour change often feels a bit like herding cats. You’ve got good intentions, clever features, and all the right data—but still, your users wander off before clicking the big shiny button.
So, what gives?
Two little words: motivation and ability.
These two are at the heart of behaviour design and understanding how they dance together is the key to building experiences that people actually use. Let’s unpack both—starting with the question on every designer’s mind: which should we design for?
What’s the Difference?
Let’s start with a quick refresh.
Motivation is that inner spark that pushes someone to act. Think ambition, excitement, curiosity, or even guilt.
Ability is how easy (or difficult) the action is. Can your user actually do the thing you’re asking them to?
In theory, you want both: users who are motivated and able. But in practice, things get a bit messier.
Dr BJ Fogg’s Handy Behaviour Model
Enter Dr BJ Fogg, who gave us a tidy little model for understanding behaviour. His Behaviour Model says:
Behaviour = Motivation + Ability + Prompt
All three have to align for the magic to happen.
The twist? Motivation and ability sit on a bit of a seesaw. If motivation is high, people will climb mountains (metaphorically, of course). But if motivation is low, the only way you’ll get them to act is if the task feels effortless.
Which brings us to the million-pound question...
Should We Design for Motivation?
Motivation’s a slippery character.
One minute your user’s buzzing to meditate, eat kale, or start budgeting. The next, they’re elbows deep in crisps watching yet another cat video.
Motivation fluctuates. It’s deeply personal. It’s shaped by mood, time of day, weather, life crises—and whether they’ve had a decent cup of tea.
Designing for motivation can lead to powerful engagement. But it’s unpredictable, and let’s be honest, sometimes people just... can’t be bothered.
Why Ability Might Be the Safer Bet
Now, ability—that’s something we can actually control. As designers, we can:
Reduce the number of steps
Use clearer language
Add helpful nudges
Remove any barriers standing between the user and their goal
The easier the task, the less motivation you need. Even a sleepy, half-distracted user can complete a task if it’s dead simple.
This is why ability is often the more reliable target in product and service design.
But Wait—Can’t We Have Both?
Absolutely. In fact, that’s where the magic happens.
Here’s how you might balance them:
Start with ability – Make it easy. Ridiculously easy.
Then layer on motivation – Add personalisation, rewards, social proof, or good ol’ fashioned storytelling.
Use smart prompts – Give users a little nudge at just the right time (not 3am, unless your users are nocturnal owls).
This way, you’re not leaving behaviour to chance—you’re setting your users up for success, regardless of their mood or Monday motivation levels.
The AI Angle: Predicting the Wobbles
AI’s entered the chat—and it’s making waves in behaviour design.
AI can detect when a user’s about to drop off, disengage, or lose interest. It can personalise prompts, predict needs, and even adjust difficulty in real-time (Duolingo, we’re looking at you).
But AI’s not here to replace your thinking. It’s a tool to support it. You still need that human touch—that empathy-driven design that understands real-life messiness.
Lessons from the Real World
Let’s look at some familiar favourites:
Uber – Streamlined ride-booking. No faff, no confusion. Just a few taps and you’re on your way. Easy = increased ability.
Duolingo – Bite-sized lessons, friendly nudges, and rewards for consistency. It makes language learning feel doable (and a bit addictive).
Headspace – Knows you might not be super motivated to meditate, so it starts small. One minute. No pressure.
These platforms don’t wait for you to be in the mood. They help you act even when you’re not.
So, What’s the Verdict?
If you’ve got the budget and team to chase motivation and ability brilliant. But if you’ve got to pick one?
Design for ability first.
Because when it’s easy, people are more likely to do it—motivation or not.
Then, once the friction’s gone, you can gently stoke that motivation. A well-timed reward. A personalised nudge. A reminder of progress.
In Conclusion: Design Like a Behavioural Detective
Understanding your users means tuning into both their capabilities and their moods. It’s about designing experiences that meet people where they are, not where you wish they’d be.
So, the next time you're debating whether to simplify your interface or launch a new rewards programme... maybe do both. But definitely start with making things easier.
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