Changing Users Health Behavior Through Design
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Often, people do not interact with your product the way in which you planned, and you need to figure out some effective ways of persuading them to perform a particular action. This becomes especially significant when your product supposes to change health behavior or help people form new habits. Games can create powerful experiences, leveraging both motivation and engagement. In this presentation, I share the story of how to apply persuasive strategies and gamification methods to build a product that tackles users’ health behavior. I talk about the psychological perspective that drives behavior change and how to combine design and psychology principles to change users’ behavior and influence the habit-forming processes. Presented at UXPA 2018 in Puerto Rico. http://uxpa2018.org/sessions/changing-users-health-behavior-through-design/
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Changing Users Health Behavior Through Design
- 1. CHANGING USERS Health Behavior Through Design Anna Iurchenko, UX Designer
- 6. #UXPA2018@anatinge 4 times a day 15 medications (Day and night)
- 7. #UXPA2018@anatinge David lost the kidney that his wife gave him because he didn’t take his pills.
- 8. #UXPA2018@anatinge prescriptions are written a year 4 billion
- 9. #UXPA2018@anatinge of ALL Prescriptions are taken incorrectly or not at all. 50%
- 10. #UXPA2018@anatinge Anna Iurchenko @anatinge Lead UX Designer at Stanfy (Intellectsoft Group) Design Mentor at Alchemist and The Refiners accelerators Four years working in design for health and wellness products (4+ million users)
- 11. #UXPA2018@anatinge Goal: better understand users and create product experiences that influence their behavior in the beneficial ways.
- 12. #UXPA2018@anatinge How behavior is formed & changed Plan
- 13. #UXPA2018@anatinge How behavior is formed & changed Persuasive design strategies & techniques Plan
- 14. #UXPA2018@anatinge How behavior is formed & changed Persuasive design strategies & techniques Lessons learned creating behavioral solutions Plan
- 19. #UXPA2018@anatinge People will only try to do what they think they can do, and avoid what they think they can’t do.
- 22. #UXPA2018@anatinge Health behavior results from intention influenced by attitude, norms and control.
- 34. #UXPA2018@anatinge Core Motivators: SENSATION. To seek pleasure and avoid pain ANTICIPATION. To seek hope and avoid fear BELONGING. Seek social acceptance and avoid rejection
- 37. #UXPA2018@anatinge Emotions Feeling of boredom, loneliness, frustration Positive emotions Maintaining social connections Alarms, notifications Environmental prompts Relationship triggers (social) External triggers: Internal triggers:
- 40. #UXPA2018@anatinge To increase desired behavior
- 41. #UXPA2018@anatinge TIME - how long it takes to complete an action. MONEY - the cost of taking an action. PHYSICAL EFFORT - the amount of labor involved. BRAIN CYCLES - mental efforts and focus required. SOCIAL DEVIANCE - acceptance of the behavior by others. NON ROUTINE - matching or disrupting existing routines. Elements of simplicity
- 43. #UXPA2018@anatinge Stages of Change Model Transtheoretical Model
- 46. #UXPA2018@anatinge • in-person interviews • observations • co-creation workshops Research
- 47. #UXPA2018@anatinge Life before and after surgery
- 48. #UXPA2018@anatinge Life before and after surgery stickers
- 52. #UXPA2018@anatinge Don’t mind taking medications I have an obligation to take good care of this kidney I do not have any influence on things going wrong; I will do the best I can.
- 53. #UXPA2018@anatinge Concerned and careful I do not want to blame myself for ruining this kidney. You have to follow the rules.
- 54. #UXPA2018@anatinge I do not feel sick; not everybody knows I have a kidney transplant. I want to do things without thinking about my disease. Negative towards medications This kidney is from my mum and that is special to me, but I am not extra careful with my kidney because it is from my mum.
- 56. Be a Smart guide to the anti-rejection medicine.
- 58. bright part of your post- transplant life.
- 60. Be a friend, not a doctor.
- 63. Let’s play!
- 64. z
- 65. #UXPA2018@anatinge behavior change design strategies
- 66. #UXPA2018@anatinge Build Emotional connection (identify the driving emotion and build on it)
- 69. #UXPA2018@anatinge source: mySugr Academy mysugr:Tame your monster
- 70. #UXPA2018@anatinge source: mySugr Academy mysugr:Tame your monster
- 75. #UXPA2018@anatinge Educate and become a companion
- 79. #UXPA2018@anatinge Transplant Hero Studies conducted at Montefiore Medical Center
- 80. #UXPA2018@anatinge SET achievable goals to build confidence and skills
- 87. Waterbalance
- 88. Gamified experience Regular experience The rate of participants who maintained their water balance each day of the study
- 94. #UXPA2018@anatinge Optimize for behavior change
- 95. #UXPA2018@anatinge Questions to ask: How can we measure behavior? What activity correlates with behavior? How can we motivate it? Which users are more successful in creating new behavior? What design strategies have the biggest impact on behavior metrics? What elements of design facilitate more frequent usage?
- 96. #UXPA2018@anatinge Approach for analytics Improve adherence Medication check in Adherence rate
- 97. #UXPA2018@anatinge • simplified on-boarding • validated behavior change strategies
- 99. #UXPA2018@anatinge behavior change design strategies 1. Build emotional connection. 2. Educate and become a companion. 3. Set achievable goals to build confidence and skills. 4. Celebrate progress/success. 5. Show value early on. 6. Use social influence.
- 100. #UXPA2018@anatinge Use health behavior theories and models to understand your users. Choose the right behavior change strategy and iterate.