Can we build a better Engagement Model for designing experiences?
Why do some experiences feel effortless—while others frustrate us?
The difference lies in motivation design—not just getting people to start but keeping them engaged over time. Most strategies fail because they rely on pushing people to act rather than pulling them in with real motivation.
Instead of forcing participation through constant reminders or incentives, great experiences create a sense of intrinsic drive—where users feel compelled to return because they want to, not because they have to.
Remember, motivation is the drive that propels us into action, and action can be prompted by many different things..including both external factors (e.g., external pressure or being forced to do something) and internal convictions.
Which of these would you think are External vs Internal Motivation?
Someone told me I have to do this
I've internalised the nagging: Better do this
Doing this will help me achieve goals I really value
Doing this is part of who I am
I love doing this, it feels great
The Psychology Behind Engagement and Motivation isn’t just about willpower—it’s about how experiences are designed to align with human behavior. Here’s what actually works:
✅ Work with existing motivation – People come with built-in habits, desires, and social influences. Good design removes friction and makes action feel natural.
✅ Make action easy & meaningful – Small barriers kill motivation. Simplify choices and help people feel progress to keep them engaged.
✅ Rethink rewards – Lasting engagement isn’t about points or perks—it’s about giving people autonomy, mastery, and connection.
✅ Sustain engagement over time – The real challenge isn’t getting people to start—it’s keeping motivation alive as experiences evolve.
Real-World Application:
Think about the last time you stuck with something long-term. Maybe it was a fitness app, a new habit, or a platform you visit daily. What kept you coming back?
Many digital experiences rely on surface-level tricks like notifications and discounts. But the most successful ones—whether in business, digital design, or workplace engagement—tap into deep psychological drivers. When we satisfy core needs like competence, connection, and purpose, engagement becomes effortless.
How We Apply This in Our Work:
*** This is used if you have determined that motivation is the barrier - meaning that Capability and Opportunity have been addressed or are being addressed***
At Aim for Behavior, we use a holistic engagement model that starts with 3 lenses:
1) COM-B (or ISM or TDF or a similar model) helps us identify what prevents action and how to remove barriers to motivation.
2) Self-Determination Theory - Accounting for intrinsic motivation through autonomy, mastery, and purpose.
3) PRIME Theory outlines all the motivational influences effecting our behavior in any given moment.
Once we use these three lenses for our analysis, we are able to move to designing for motivation and driving engagement. This is the first time I am sharing our engagement model - which I will break down into more detail here: ( This is used if you have determined that motivation is the barrier - meaning that Capability and Opportunity have been addressed or are being addressed)
1. We design for the psychological needs:
Providing meaningful choices
Forgiving of mistakes
Providing opportunities for supporting others and being supported
2. We address the drivers that could undermine the persons reflective motivation
Plans
Evaluations
Motives
Impulses
Responses
3. We apply Motivational Interviewing techniques to address things like user ambivalence
4. We account for personalization when possible (depending on your resources this can be done in different ways) - doing so in the way we communicate or build feedback loops for example
5. When appropriate we enhance techniques with gamification - meaning we could give autonomy by letting people set their own goals, but we could do so in a way that increases enjoyment
Of course this is a piece of how to design for behavior, and you should be learning more of these building blocks of change if you want to have the most success in your projects and services. All these models, theories and frameworks are out there in case you want to explore more - and I have shared some of my thoughts on them before. In closing, instead of relying on short-term tactics like rewards and reminders you should:
Tap into what truly drives action—intrinsic motivation
Design experiences that feel effortless, not forced
Use behavioral science to create long-term engagement (without manipulation)
Apply simple but powerful strategies that keep people coming back
Lastly, I wanted to let you know that I am launching a course on Motivation Design in the next weeks - which will show you how we apply this to projects - if you are interested you can join the waitlist here: https://courses.aimforbehavior.com/design-for-motivation-creating-experiences-that-drive-action
As always and with all my courses it will be affordable and actionable.
If your company needs help designing for motivation and engagement do let me know, we help many companies with our consulting services in this space.
Have a wonderful weekend, Robert