Behaviour Change Wheel

Explore all the blockers that prevent a desired behaviour change in order to identify design interventions that could reduce existing barriers.

applied for






inspired by

Hypothesis Generation, Behavioural Wheel

what is it

The Behaviour Factor Analyses model is a tool that can be utilised to encourage behaviour change. It starts from analysing the Com-B model factors: Capability, Opportunity, Motivation, going in deep for each of these components with more specific sub-categories, in order to deeply understand what blockers occur as obstacles to a specific behaviour change. Those blockers could be after used to inspire theoretically grounded design interventions, that encourage the desired behaviour change by working on reducing or overcoming barriers.

use it to

Understand what needs to be altered to facilitate a specific behaviour change, and generate ideas.

remember to

Use the general categories of Capability, Opportunity and Motivations (and related sub-categories) as an inventory to analyse the specific behaviour, not as a mandatory check-list.

step by step guidelines


Clearly identify the main problem or change in terms of behaviour that you are facing in your project (eg. we’d like to raise the number of dataset shared in the humanitarian sector - humanitarian organisations don’t share enough of what they know)


List all the behavioural factors that may have an influence on that behaviour – starting from the COM-B model categories of Capability, Opportunity and Motivation. Apply useful subcategories to specify each of the previous behaviour components.

For motivation you could also consult the Self Determination Model (autonomy, competence, and relatedness)


Start to list all the blockers that come to your mind, based on primary and secondary research, under each category and sub-category (eg. under capability, a blocker may be that humanitarians don’t have skills to anonymise data and share them safely). These are the key elements that will prompt the next design phases.


Generate ideas around design interventions that could address each of the emerging blockers, to facilitate the desired behaviour change.