Behaviour Change Wheel (BCW)
Behaviour Change Wheel (BCW): A Guide for Designing Behavior Change Interventions Using COM-B Model and Intervention Functions · Also known as: BCW, behaviour change wheel, COM-B model
The Behaviour Change Wheel (BCW) is a systematic, evidence-based framework for designing behavior change interventions. Developed by Michie et al. (2011) and built on the COM-B model (Capability, Opportunity, Motivation→Behavior), the BCW guides practitioners through a structured process: diagnose behavior change barriers (using the Theoretical Domains Framework), identify relevant intervention functions (education, persuasion, incentivization, coercion, training, restriction, environmental restructuring, modelling, enablement), and design specific behavior change techniques matched to policy categories. It has become the international standard for systematically designing behavior change interventions in healthcare, public health, and other domains.
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When to use it
Use the BCW to: (1) Design behavior change interventions in a systematic, evidence-based way instead of trial-and-error. (2) Plan implementation of guidelines or clinical protocols—the BCW helps identify what clinicians need (training, reminders, incentives) to adopt. (3) Address low adherence to treatments (medication, lifestyle) by diagnosing patient-level barriers and designing interventions. (4) Design public health campaigns (e.g., vaccination promotion, smoking cessation) by addressing population-level COM-B barriers. (5) Troubleshoot failed implementation—re-run a BCW analysis to identify what was missing. (6) Train teams on behavior change theory without requiring psychology expertise; the BCW is accessible to clinicians and managers. Do not use BCW as a rigid cookbook; adapt it to your context.
Strengths & limitations
- Comprehensive and evidence-based, synthesizing 19 behavior change theories into one accessible framework eliminating 'theory overload' while maintaining rigor.
- Diagnostic (diagnose barriers via COM-B) and prescriptive (design interventions via 9 functions and 93 techniques) in a single framework. Rare combination.
- Practical and widely adopted in healthcare (NICE, UK guideline implementation), public health (smoking cessation, alcohol reduction campaigns), and beyond. 600+ citations since 2011.
- Transparent: the BCW lays out the causal chain from barriers to intervention functions to behavior change, making assumptions explicit and testable.
- Paired with the TDF, it creates a complete diagnostic-to-design workflow: TDF identifies barriers, BCW designs interventions.
- Requires expertise to apply well. Incorrectly diagnosing COM-B barriers leads to misdirected interventions. Training and experience are valuable.
- Some intervention functions (e.g., Coercion, Restriction, Incentivization) raise ethical or political concerns; selecting them requires stakeholder buy-in and may face resistance.
- Evidence on BCW-guided interventions vs. ad hoc design is limited; few RCTs compare outcomes.
- The 93 behavior change techniques are numerous, and selecting the optimal combination from so many options requires judgment and is not prescriptive.
- Context and culture profoundly affect technique effectiveness; a technique effective in one setting may fail in another, requiring adaptation and local testing.
Frequently asked
Is the BCW the same as the TDF?
No. TDF diagnoses barriers (14 psychological/organizational domains underlying behavior). BCW designs interventions based on those barriers using the COM-B model (Capability, Opportunity, Motivation) and 9 intervention functions. Use TDF to understand why behavior is not occurring, then use BCW to design what to do about it. They are complementary: TDF is diagnostic, BCW is prescriptive.
How do I know which of the 93 behavior change techniques to use?
Start with your identified COM-B barriers and intervention functions. The BCW provides a matrix showing which techniques map to each function. For example, if you chose 'Education' as a function, techniques include 'instruction,' 'information provision,' 'behavior demonstration.' Select 2-5 techniques that fit your target population, setting, and resource constraints. Pilot-test with a small group to assess acceptability before full rollout.
Can the BCW be used for designing policy as well as individual behavior change?
Yes. The BCW includes a 'policy categories' element identifying 7 policy types supporting behavior change (Service Provision, Product Regulation, Fiscal Measures, Environmental/Social Planning, Legislation, Enforcement, Communication/Marketing). Use BCW to design policy interventions targeting population-level behavior (e.g., a smoking ban addresses Opportunity by restricting where people can smoke).
Does the BCW guarantee behavior change?
No. The BCW is a systematic design framework, but implementation, context, and individual differences affect success. A well-designed intervention can fail if implementation fidelity is poor, or if cultural/organizational barriers prevent uptake. Use Implementation Science frameworks (RE-AIM, CFIR) to monitor and evaluate actual behavior change after implementing the BCW-designed intervention.
Sources
- Michie, S., van Stralen, M. M., & West, R. (2011). The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Science, 6, 42. DOI: 10.1186/1748-5908-6-42 ↗
- Michie, S., Atkins, L., & West, R. (2014). The Behaviour Change Wheel: A Guide to Designing Interventions. Silverback Publishing, UK. link ↗
- Cane, J., O'Connor, D., & Michie, S. (2012). Validation of the theoretical domains framework (TDF) across multiple teams and behavioural problems: A systematic review. Implementation Science, 7, 37. link ↗
How to cite this page
ScholarGate. (2026, June 4). Behaviour Change Wheel (BCW): A Guide for Designing Behavior Change Interventions Using COM-B Model and Intervention Functions. ScholarGate. https://scholargate.app/en/implementation-science/behavior-change-wheel
Which method?
Set this method beside its closest kin and read them side by side — the library lays the books on the table; the choice is yours.
- Consolidated Framework for Implementation ResearchImplementation Science↔ compare
- Implementation Outcome TaxonomyImplementation Science↔ compare
- Knowledge TranslationImplementation Science↔ compare
- Normalization Process TheoryImplementation Science↔ compare
- Theoretical Domains FrameworkImplementation Science↔ compare