This document discusses augmented social cognition for consumer health and wellness. It describes how social networks and mobile technologies can be leveraged to engage consumers and change health behaviors through personalized coaching. The goal is to improve health outcomes and reduce healthcare costs at scale by developing an AI-powered social mobile platform called Fittle that sets personalized goals, provides social support through teams, and tracks progress through gamification. Initial pilots of Fittle will be conducted with research teams, friends, volunteers, and company employees.

1. Augmented Social Cognition
for Consumer Health & Wellness
Ashwin Ram, PhD
Chief Innovation Officer, Augmented Social Cognition
@ashwinram
@PARCinc
PARC | Ashwin Ram | 1

2. The Business of Breakthroughs®
laser printing EthernetPC workstation
Alto
WYSIWYG, GUI
corporate
ethnography
multi-beam
laser diodes
ubiquitous
computing
collaborative
filtering
AI/ model-based
systems
content-centric
networking
socio-cognitive
computing
cleantech printed & flexible
electronics
content-centric
networkingincorporated 2002
founded 1970
PARC | Ashwin Ram | 2

3. “What people say
Margaret Mead
what people do
and what people say they do
are entirely different things.”
New models
for business
Human behavior
and context
Leading
technology
and know-how
Breakthrough Triangle
PARC | Ashwin Ram | 3

4. Innovation
Innovation isn’t about technology,
it’s about people.
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New models
for business
Human behavior
and context
Leading
technology
and know-how

5. ASC: Augmented Social Cognition
Social
Computing
Cognitive
Science
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6. The social web is here. What’s next?
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7. “The Intelligent Web”
Information
Engagement
Behavior
Change
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Push
Interact
Influence

8. Healthcare
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9. Healthcare Crisis
Obesity Rates
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10. Problem
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Healthcare ≠ Health
Opportunity

11. Opportunity
50% of factors related to
personal health are due
to lifestyle.*
Sources: *CDC **Hartman PARC | Ashwin Ram | 12
68% of adults are actively
trying to prevent at least 1
major chronic illness.**

12. How do people get healthcare info?
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13. Healthcare Information
Internet is the leading source
of health and wellness information.
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14. 1) Portals
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Information
Engagement
Behavior
Change
Push
Interact
Influence

15. 1) Portals
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16. Health 1.0 à Health 2.0
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A recent survey from health-care research firm
National Research found that 96% of the nearly
23,000 consumers it surveyed use Facebook to
gather information about health care, with 28%
using YouTube and 22% using Twitter. Hospitals,
health-care providers and private insurers also are
seeing social media as a tool to engage consumers.
NPR Marketplace calls it “the biggest threat to
healthcare portals like WebMD”.

17. 2a) Social
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Information
Engagement
Behavior
Change
Push
Interact
Influence

18. 2a) Social
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19. 2b) Mobile
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20. PARC | Ashwin Ram | 22
“The consumer is the CEO
of their own health.”
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Convergence

21. Portals à Social à Mobile à ?
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Information
Engagement
Behavior
Change
Push
Interact
Influence

22. PARC | Ashwin Ram | 25
Social
Portals à Social à Mobile à
Mobile
Diet
Preferences Knowledge
User Model
Models

23. Sensors + Analytics + Context + Social
Data
aggregation
= sustainable engagement & behavior change
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Personalized
coaching
Goal
setting
Social
support

24. “Lean Startup” Research Cycle
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Science
Model
Architecture
Design
Prototype
Pilot
Build
Measure
Learn

25. Science
Behavioral*
Science*
Social*
Psychology*
Teams* Incentives* Flow*
Theory'of'
Planned'
Behavior'
Symbolic'
Interactionism'
Social'
Contracts'
Game'
Mechanics''
Goal'Setting'
Habit'
Formation'
Social'
Exchange'
Theory'
Team'Bonding'' Reward'
Mechanisms'
Immediate'
Feedback'
ACTDR'Theory'
of'Learning'
and'Cognition'
Social'
Influence'
Intelligent'
Tutoring''
Social'Capital' Balance'
Challenge'&'
Skill'
'
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Ethnography • Laddering Interviews • Focus Groups • Surveys

26. Improved
Outcomes
& Lifestyle
Adoption
Achievable
Goals
Fun
Peer
Support
In The
Moment
Easy,
Natural
Proper Goal Setting
Social Sciences
Ethnography
Models
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Goal
Outcome-goal Behavior-goal
Food-goal Activity-goal
Lose 40 lbs
Path-goal
Duration-goal
Eat breakfast
Every day
Exercise 5 days/
week for 5 weeks
(+H <habit-name>
goal: <what it achieves>
cues: <location, time, people,
preceding-action, thoughts/mood>
knowledge: <relevant knowledge/ability>
actions: <behavior-spec>)
(+H-parameters <habit-name>
difficulty: δ
expectancy: <P>
cost: <C>
successes: s
failures: f)
log(odds(success(Habiti ,Personj )))
= match(c, j)
c
∑ + θikwjk + rikwjk
k
∑ + α log(t) + vf sfi
f
∑ + pf sfi
f
∑
k
∑
f (θi
,w j ,ρij ) = θ0ρij +θi1wi1 ++θiT wjT

27. Linux (OS)
nginx (webserver)
nudg
static files
Postgres (database, possible SaaS)
Virtualized Python Environment (Language Runtime Environment)
Django Framework (Web framework)
Django Plugins
nudg server
RESTful API using JSON on https
gunicorn (webserver)
http/s served files
Static Content Stack Dynamic Content Stack
} IaaS
}PaaS
(Amazon EC2)
(Heroku){SaaS
(Amazon S3)
(Nebula)
Celery
worker
process
iOS (w/ Core Data)
Data Manager
Controllers
Views
iPhone 4/4S/5
http/s interactions
Client:
Server:
Architecture
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28. PARC | Ashwin Ram | 32
Design

29. Key AI Problem:
Personalized In-The-Moment Coaching
User
activity
pyCLIPS
AI engine
AIML dialog
engine
EMA
EMI
User Model
& Coach
CBR
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30. Fittle
TM
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A team social network with personal coach
to engage consumers and change behaviors…
…to improve health outcomes and reduce
healthcare costs…
…at scale (millions of people).
personal
model
mobile
coach
social
team
Patent pending
fittle.org

31. How It Works
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2. Join or Create Team
1. Download App
3. Pick Program
4. Execute Program
5. Track Progress
6. Advance
Intelligent coaching agent
Set goals and plan with a coach
Social team support
Achieve goals with friends
Visualization (Gamification)
Track progress and earn rewards
Get nudges from system and team
Report your activity
Track individual and team progress
Find like-minded people
Set personalized goals
Visualize your health journey Branded health & wellness programs
Move to next level
User
(Patient)
Customer
(Provider)
Easily
Add Your
Healthcare
Programs

32. Pilots
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June
2012
October
2012
February
2013
June
2013
(coming
soon!)
research team
friends
volunteers
company internal
public
fittle.org

33. Vision
Consumer
• Engagement
Relevant Information
• Behavior Change
DashboardDashboard
Ethnography Analytics/Social Media Context/Activity Tracking
Company
Portal
Provider
Portal
Modeling &
Analytics
Platform
Food /
Nutrition
Alternative
Medicine
Medicine /
Supplements
Exercise /
Activity
Apps
Wellness Drivers
PARC
Competitive Edge
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Online wellness platform
that leverages proven
behavioral and social
science
to improve health
outcomes and reduce
healthcare costs
for millions

34. Contact
linkedin.com/in/ashwinramwww.parc.com/ashwinram
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ashwin.ram@parc.com