Interested in designing for behavior change? Check out Nir Eyal new book "Hooked: How to Build Habit-Forming Products". From what I see this is close to the work BJ Fogg is doing at the Stanford Persuasive Technology Lab (http://captology.stanford.edu)
Thanks for sharing Michal, I picked up a copy. I think I've seen a presentation on Nir Eyal's hook model somewhere—either way, enjoying it so far.