Abstract In human–computer interaction, self-determination theory (SDT) is best known for its concepts of intrinsic motivation and need fulfillment. In the field of behavior change technologies (BCTs), the need for autonomy, i.e. to act according to one’s own goals and values, has become increasingly important due to its strong positive impact on maintaining behavior change. Still, designers struggle with taking autonomy into account. We believe that organismic integration theory (OIT), an underutilized sub-theory of SDT, is a valuable addition as it allows for a process-oriented view on autonomy. OIT introduces different types of extrinsic motivation (external, introjected, identified and integrated) along a continuum of autonomy. It offers new ways to talk about people's experiences of using BCTs and calls for individualized design strategies. We propose a design approach based on OIT, which understands BCTs as active facilitators to progressively move people along the continuum from external to integrated motivation.